Diabetes UK

Transforming Membership journeys using new technical capability for Diabetes UK (DUK)


Ahead of planned acquisition investment, DUK wanted to create more engaging welcome journeys for new supporters, to improve engagement levels with the brand. It was also important to tackle legacy issues with journey management, that were creating inefficiencies for internal teams.

What we did

A cross-functional team used Signal’s CX Transformation process to prioritise and design journeys aligned to organisational, technical and reporting capabilities.

This process created a new onboarding experience for the charity’s latest brand campaign, re-imagined the flagship Membership product welcome journey, adn considered how the CRM & data could be better utilised to drive efficiencies.

The results

A supporter survey measured perceptions of the newly designed journeys and showed:

  • 97% of supporters deemed it “good” or “excellent”
  • 20%+ of those rating the emails “excellent” versus the previous activity

Data & Technology capability improvements were identified which dramatically reduced management time.

“Signal’s CX Journey management process is helping us to transform the supporter experience for our core audiences, and drive invaluable efficiencies for our internal teams.” 

Andrew Russel, Diabetes UK