Laurent Blaise, Oxfam-Magasins du monde


Laurent Blaise, Oxfam-Magasins du monde

Laurent Blaise, digital communication manager at Oxfam-Magasins du monde, explains us the benefits of the Minotaure method in improving the organization’s website.

“I’m working for Oxfam-Magasins du monde which represents one of the three Oxfam-en-Belgique organizations, alongside Oxfam-Wereldwinkels, and Oxfam-Solidarity. We are a NGO oriented fair trade. The aim is to have a commercial activity and at the same time to do sensitization and political advocacy.”

Why did you contact Spade?

“I had read an article about the Croix Rouge de Belgique website redesign done by Spade and found it to be quite what we were looking for Oxfam-Magasins du monde. We needed to express more clearly the different branches that we have in our business. You should know that Oxfam at the international level imposes a common theme applied to all the websites of organizations around the world. However, this is difficult to implement it for our business. Indeed, other Oxfam organizations around the world raise funds and with the money raised, they create development projects, emergency aid. Whereas we in Belgium have a lot more activities which are difficult to present in a coherent and understandable way for the users following the common template.”

How has Spade helped you?

“Thanks to participatory workshops! At the start, around thirty of us took part in these workshops to determine our target audiences, our persona, so that we could then structure the future site. Step we’ve never done before. That’s why our old site reflected more of the internal structure than the people we were targeting. ”

Participatory workshop session at Oxfam Magasins du Monde

What did the Minotaure method give you?

“Minotaure allows us to build pages of our website in a simple and appropriate way. It is also more intuitive for people who need to add content or manage pages, unlike a classic editor where it is more complicated to insert images, to have predefined styles.”

Creation of personas in a participatory workshop

Are you already seeing any results today?

“Yes, there is definitely a plus compared to what we had before. Visually, it gives us a more modern image. In addition, the site is suitable for mobile, which was not the case before. We’re almost 50-50 for desktop and mobile visitors. Recently we did a few pages to create a new campaign and an event, and the feedback is positive. For people who need to add content, it saves time while being self-sufficient.

In terms of novelties, there is your eshop. A little word ?

“The objective at Oxfam-Magasins du monde has always been to have an eshop. And this is a big step forward in our organization. Especially since the health crisis, people’s habits have changed. You can clearly see an increase in sales from month to month, although this is not yet comparable to what is sold in real stores. Visually and technically, I don’t see what more and better we could do. Thanks to the widgets, it is easy to create pages to highlight the products for sale, whereas in a classic wordpress, you would have had to use plug-ins to display these products. We can also make beautiful landing pages for an action or other thing quite easily.”

See the project