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Website and CRM-integrated member area for UK's organic gardening charity.

Launch project

Growing organically for a healthy and sustainable world

Carrots held in someone's hand. They are fresh out of the ground, so have soil on them
Garden Organic is the UK’s leading organic growing charity, helping gardeners, communities and the next generation cultivate a healthier, more biodiverse world. Through campaigning, advice, community projects, conservation and research, they connect people with nature through growing.

Why Garden Organic

“British people love gardening, and doing so organically helps connect them with nature and the environment and can lead to improved health, well-being, and food security.”
Mat Hayward Mat Hayward
A photograph of a kitchen garden

“We want to inspire individuals, communities and the next generation to use innovative organic practices. Underpinning this is our mission to grow a movement that takes practical action to conserve seeds, nurture soil and reduce waste.”

Research and discovery

We carried out tree testing of the candidate information architecture, first-click testing of the homepage structure, and one-to-one moderated user journey testing across 13 key tasks, from signing up for membership to joining the Heritage Seed Library. The testing validated the overall structure while surfacing specific improvements: volunteering opportunities needed a more prominent home, membership calls to action needed to appear consistently throughout the site, and the newsletter sign-up needed to move from the footer to key pages.

Two women in front of a wall of sticky notes.

Website and digital content

Garden Organic’s new offline brand had been built to attract new audiences to organic growing. We brought that identity to life digitally, integrating their illustration style and human-touch aesthetic into a website designed to work for all ages, experience levels and digital literacy. A well-structured content strategy made their considerable depth of knowledge easy to navigate, whether someone was new to gardening or an experienced grower looking for specialist advice.

An article from Garden Organic on a mobile screen. The mobile is placed in a wooden box of potatoes The Garden Organic website on a mobile screen. The mobile is on a garden table, with seedlings behind
Over the shoulder view of a man and a woman looking at the Garden Organic website on a laptop

Ecommerce and CRM integration

We integrated the website directly with Opayo and Garden Organic’s CRM to handle online transactions: donations, membership registrations and renewals, and orders from members of the Heritage Seed Library. The integration included membership variants, incentivised direct debit options, and Gift Aid tracking.

Membership portal

For the first time, Garden Organic members could manage their membership online. The member dashboard gave them access to their personal details, membership status and donation history, as well as exclusive content, offers and benefits restricted by membership type. Prompts to add additional donations at the point of registration and renewal opened a new revenue stream the paper-based system had never been able to support.

The Garden Organic website on a tablet device, on a garden bench

Contact us

If you put purpose before profit and need some expert guidance on brand, strategy, or digital, we’re here to help.

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