Core disciplines: Customer experience, Digital, Innovation/NPD/Service Design, Research


Age UK

Helping people love later life

We're working closely with Age UK to transform their organisation digitally, making a huge difference to how they deliver services that help millions of older people in the UK love later life.

We've achieved amazing year-on-year improvements across all areas of the business.

The challenge

As a charity, Age UK is in a competitive market, needing to work effectively to raise awareness around their cause, while also providing easy ways to convert this awareness into action.

They needed to change the way they delivered digital services to enhance their work on every level, from making it easier to get information and reducing call centre queries, to wider strategic offerings to help reduce loneliness among older people.

Our main objectives were to:

  • Help Age UK use digital more effectively for tactical delivery of services
  • Transform Age UK over time into an organisation that uses digital strategically, harnessing it to maximise the impact of existing and new services and campaigns



Webcredible have been instrumental in helping us advance the organisation’s focus towards being user-centric - no small task and a major step change for us.

Lara Burns
Head of Digital, Age UK


Our approach

We have been working as Age UK's dedicated user experience consultancy and digital advisor for over a year, supporting them on an ongoing basis:

  1. We started by basing ourselves on-site with Age UK's digital team, to better understand their business goals and strategic plans. Over a two-week period, we got to know how their teams worked together, as well as their strategic long-term plans.
  2. We then put together a 12-month project roadmap of projects to deliver, both tactical changes to enhance the website, and larger changes to improve service delivery for older people and carers.
  3. We delivered a number of tactical projects to quickly enhance existing services, such as new navigation options, a revised online donation journey and improving the local search directory.
  4. We've also transformed the delivery of many services. One success story is the multi-award winning Call-In-Time service - we've replaced a labour intensive and inefficient process with a streamlined digital one. As a result, we're better able to link volunteers with older people to hold regular conversations, helping combat loneliness for 10,000 older people.
  5. We regularly experiment with emerging technology and have launched a chatbot to signpost people and provide support (with great results).
  6. Finally, we're leading a digital transformation programme to embed customer-centred thinking and innovation – we chair a quarterly advisory session with the CEO, run workshops with the board and are delivering a companywide training programme.

We've run research with more than 300 participants to guide our work, ensuring deliverables are always user-centred.


Impact & results

We have lots of success metrics, including an incredible 56% conversion rate across our multi-award winning call-in-time proposition, and year-on-year improvements such as:

  • Volunteer sign up conversion increase of 50%
  • Benefits checks results up 213% (a key user need identified by our research)
  • Repeat website users up 24% and unique users up 16%
  • People seeking support online up 35% (relieves the over-stretched helpline)

Our strategic work has helped Age UK harness the power of digital and technology to enhance what they do: helping older people love later life. They're evolving how they support their cause through the use of digital, beyond just traditional charity activities.


We regularly engage with the board to ensure digital is at the heart of business goals

Our call-in-time service has helped combat loneliness for 10,000 older people

We’ve piloted a chatbot to reduce the number of calls to the overstretched helpline

We’ve coordinated digital across 160 local Age UKs, unifying the customer offering

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