Site Visit: Gingerbread

The charity that supports single parents decided to create a version of its website suitable for mobile phones

Gingerbread: uncluttered, loads fast
Gingerbread: uncluttered, loads fast

Organisation: Gingerbread
Agency: Winona eSolutions
Spend: £17,000

Gingerbread campaigns to improve the lives of Britain's 1.9 million single parents and offers support and advice through its website and helpline.

- Development

The charity decided to create a version of its website suitable for mobile phones after it found that 52 per cent of its members had phones with internet access but many struggled to pay for home internet connections. Gingerbread got £17,000 of funding from the Department for Education for the project at the end of July 2011. It planned and built the site with the consultancy Winona eSolutions and launched it at the start of October.

- Design and content

The site is uncluttered and easy to navigate. It loads rapidly and the search facility is quick. The home page has a prominent log-in section, allowing users to post on the forums, plus links to the main sections.

- Special features

The mobile site features only the areas of Gingerbread's main website that are most likely to be needed by a single parent looking for advice or help. Content has been made touch-screen friendly. For example, a decision tree showing the money available to teenage parents in various situations has been broken into small chunks that are navigated by pressing the "yes" or "no" boxes on the diagram.

Gingerbread says:

"Our client group uses smartphones - so we use smartphone-friendly technology. Charities, government and those who provide public services need to pay attention to this shift and craft the way their information can be accessed, if they're to serve the many and not the few."

Navigation: 4
Accessibility: 4
Innovation: 4
Content: 3
Total: 15 out of 20

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