"Impact were instrumental in bringing our vision to life. Their expertise in web design and UX helped us transform our Destination Management Plan (DMP) into an accessible, user-friendly digital platform. What stood out was their ability to translate complex strategic content into a clear, engaging website that serves diverse stakeholders - from local businesses to visitors."
LoveQT is a community fund dedicated to protecting and enhancing the natural environment of Queenstown, New Zealand. It connects passionate locals, visitors, and businesses to support on-the-ground environmental projects.
The Brief
LoveQT's mission to drive community action was being held back by its digital presence. Stuck within the main queenstownnz.co.nz website, its message was diluted, and its calls to action were buried. The constrained templates made it impossible to tell compelling stories or show tangible impact, leaving potential supporters and volunteers at a dead end.
Our task was to fix a broken conversion funnel where the "conversion" was community action. We needed to unleash the program from its restrictive microsite and build a standalone platform designed to convert passive interest into active support.
The Research & Key Insights
Through a research-first process centered on the Jobs-to-Be-Done framework, we uncovered critical insights that were preventing LoveQT from achieving its goals.
- Every Audience Had a Different "Conversion" Goal: We identified four key audiences: locals wanting to volunteer, businesses looking to partner, funders needing to see impact, and media seeking information. The one-size-fits-all microsite failed to provide a clear conversion path for any of them, creating confusion and drop-off.
- The Path to Action Was Full of Friction: The most important goal—getting someone to donate, volunteer, or partner—was the hardest thing to do. There was no clear, low-friction journey from learning about the mission to taking the final step. Key information was often hidden in PDFs, stopping motivated users in their tracks.
The Approach
We implemented a strategy focused on creating clear pathways to action and empowering the LoveQT team to maintain momentum.
1. Fixing the User Journey
Based on our research, we rebuilt the information architecture from scratch. We created dedicated and straightforward paths for each key audience, guiding them directly to the information and actions most relevant to them. Moving to the standalone loveqt.co.nz domain was the critical first step in allowing these clear, purpose-driven funnels to exist.
2. Designing for Conversion
The entire site was redesigned around one principle: making it easy to get involved. We replaced passive information with clear, compelling calls to action. We built pages to showcase tangible impact through project stories and partner highlights, providing the social proof needed to convince users to take the next step. The goal was to move every user from "What is this?" to "How do I help?".
3. Building an Engine for Momentum
A community initiative thrives on fresh stories and updates. We built the site in Webflow with a flexible and powerful CMS tailored specifically for the LoveQT team. With reusable components and clear content models, the team can now instantly publish new projects, share stories of impact, and manage donations and resources without any developer help.
The Results
The new, purpose-built platform transformed LoveQT's ability to engage its community and drive its mission forward.
- A focused platform that clearly communicates the LoveQT brand and its purpose, creating a strong first impression for potential supporters.
- Optimized user journeys shaped by real user jobs, dramatically improving wayfinding and reducing friction for anyone looking to get involved.
- An empowered team with a flexible CMS that allows them to publish content, collect donations, and maintain community momentum quickly and independently.