Campaign to Protect Rural England

Sowing the seeds of digital growth


Not for Profit




The Campaign to Protect Rural England (CPRE) was founded to maintain a thriving countryside – one that’s valued and enjoyed by everyone. From securing national park status for some of our most beautiful landscapes, to shaping planning laws to preserve and protect precious green spaces, CPRE works to make our countryside and towns better places to live, work and enjoy.

CPRE’s digital estate is sizeable. In addition to their main website, there are over 30 branch, regional and campaign sites, all of which serve as vital tools in the organisation’s campaigning, fundraising and engagement with communities.

The sprawling nature of this digital estate, coupled with underperforming design and function, presented a barrier to effective engagement with supporters. What’s more, disconnection between these many sites was diluting and undermining their brand. 



In a world where individuals don’t distinguish between physical and digital experiences, a well-designed, user-centred website is central to delivering key messages to acquire and retain supporters.

We were tasked with carrying out a strategic and technical review to define the requirements for a new website, clarify user groups, and recommend a content management system (CMS) to ensure that their digital presence would better meet user needs, alongside the aims and vision of the organisation.



We began with a review of CPRE’s website and their existing data and research, building on these foundations to form initial requirements for the new website. One-to-one interviews with key stakeholders allowed us to form a clear picture of the organisation’s current state, as well as shared aspirations for the future. We fleshed this out with deeper understanding gained through workshops with user-facing stakeholders and supporters. 

Through a series of workshops, we identified, segmented and prioritised user groups, with a focus on their differing needs and motivations. Exercises with attendees included review of and feedback on website requirements and activities designed to encourage participants to think creatively about how digital could be used to transform the customer experience, while maximising business benefits. A further workshop with branch volunteers helped shed light on how CPRE could better support them in their crucial engagement with supporters at a local level. 

At the heart of CPRE’s digital problems, we discovered low accessibility and processes that were leading to a cluttered and confusing overall user experience. At a broader level, the website could not clearly articulate the current brand and proposition for CPRE as it evolved due to internal aspirations and external drivers.



We packaged up everything we’d learnt into a final report outlining key themes and recommendations. In addition to personas and priority groups for engagement, we summarised key insights and from these and made recommendations for digital objectives and a wider digital vision. The report detailed core requirements for the new website, identifying high-level user needs for the priority audiences identified, and the tasks CPRE would like them to carry out. We also created a comparison of different CMS, across costs, strengths, weaknesses and risks. 

We’ve provided CPRE with a solid foundation for their digital development. As they move forward in their digital plans, we are supporting them every step of the way to deliver their mission and create real impact for and better engagement with their audiences.


Want to know more? Get in touch.



  • Technical strategy
  • UX strategy
  • Digital strategy

User experience

  • UX design
  • Information architecture
  • User research
  • Usability testing

Related work

Marine Stewardship Council

Safeguarding the ocean, now and forever


War Child

Let children be children

Warchild_hero_image_1.jpg (1)

University College London

Crafting a digital-first student experience