Launching a commercial digital platform for the UK’s largest charity brand

Age Co

Challenge

Age Co, the commercial arm of Age UK, was launched in 2018 with limited market awareness. As plans developed for a more prominent relaunch, the digital platform was not ready to support commercial growth or to reflect the trust and credibility of the Age UK brand. The website suffered user experience barriers across various journeys, content, and tools, with limited insights into performance through analytics, funnels, and search. Accessibility and ease of use were vital for the audience but were delivered inconsistently.

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Solution

Equator collaborated with Age Co to develop a clear transformation roadmap for its commercial digital launch. The focus was on creating a trusted, accessible, and conversion-led experience while closely aligning with the wider relaunch strategy.

  • Delivered a full discovery programme across analytics, UX, and performance
  • Reviewed core journeys, funnels, content, and toolsets to identify friction and drop-off
  • Conducted a heuristic UX audit covering navigation, search, forms, errors, help content, performance, and accessibility
  • Analysed search performance and deep-link quality to improve findability
  • Redesigned the navigational architecture to improve clarity and confidence
  • Provided brand consultancy to align the experience with Age Co’s purpose and tone
  • Produced a prioritised roadmap including clear keep, cut, and improve actions

Results

Clear, actionable roadmap to support the Age Co relaunch

Improved confidence in digital decision-making across teams

Stronger foundations for a trusted, accessible retail experience

Outcome

Age Co now has a clear, insight-driven roadmap to deliver a more effective digital commercial platform. The work has transformed how the organisation approaches UX, branding, and performance, ensuring that the digital experience can support growth while remaining true to the values of the UK’s largest charity for older people.