Improving digital experiences to help save lives at sea.
As Digital Producer within the RNLI’s Prevention team, I was responsible for the organisation’s digital safety content and campaigns, including the national Respect the Water campaign. Working across content, design, analytics and development teams, I focused on improving digital experiences that helped educate the public and encourage safer behaviour around the water.
The Challenge
The RNLI relies on its digital channels to reach millions of people with potentially life-saving advice. The challenge was to ensure safety information was easy to find, engaging to use and continually optimised to maximise its impact, while supporting national awareness campaigns and educational initiatives.
My Approach
Using customer insight and data-driven decision making, I led a programme of continuous improvement across the RNLI’s prevention websites and digital campaigns.
Key areas of responsibility included:
- Website Optimisation – improving user journeys across safety and youth education content.
- Respect the Water Campaign – managing digital assets and content supporting the RNLI’s flagship national water safety campaign.
- User Research & Analytics – using behavioural data, analytics and user testing to identify opportunities for improvement.
- Optimisation Roadmap – developing a prioritised roadmap of improvements based on user needs and business objectives.
- Stakeholder & Agency Management – working with internal teams and external developers to deliver new features and ongoing improvements.
Results
By embedding continuous improvement into the digital development process, the RNLI was able to deliver more accessible, user-focused digital experiences that better supported its mission to save lives through education and prevention. The optimisation roadmap ensured development priorities were driven by evidence, helping maximise the impact of the charity’s online safety campaigns and educational resources.
