Redefining digital transformation

The challenge: solving for a fragmented digital experience across platforms

While refining Kom Op Tegen Kanker's digital long-term strategy, one gap in particular became increasingly clear: the lack of a coherent, shared digital landscape.

KOTK was running multiple platforms simultaneously, without one shared backbone supporting it. Each one existed and communicated largely on its own, which stood in the way of a consistent, smooth experience for the people using them. The lack of a real content backbone left real potential for internal growth on the table, since many processes and information flows still weren't automated. 

A seamless experience across every touchpoint should be a given for any organisation today, which meant it was time to get Kom Op Tegen Kanker and its digital services ready for the future.

The solution: the Gebruikerszone, one place uniting all digital touchpoints

The Gebruikerszone is a shared digital ecosystem that unites all of Kom Op Tegen Kanker's fragmented digital touchpoints into a single shared platform. It’s an environment where users manage their data from one central place, accessible with a single login no matter which KOTK platform they arrive from. "

In concrete terms, that means a volunteer who sells plants to raise money for KOTK and also takes part in the 1000 km of KOTK no longer has to update the same personal information twice. He can now do so once in The Gebruikerzone. Donors, volunteers and activists can also manage their own address, privacy preferences and other data themselves, adjust volunteer shifts, or quickly find and download their tax certificates. 

As Margot Van Orshaegen, Service Designer and Team Lead at Craftzing, put it: “Donors, volunteers, and activists can now rely on a consistent and simplified user experience. Internal employees are unburdened thanks to the successful integration of the various forms with the CRM, the automation and streamlining of processes, and the increased efficiency. With the Gebruikerszone live, we have contributed to an important goal in KOTK’s five-year plan, as the organisation now holds a strong digital position within the non-governmental sector.”

The approach: uniting the ecosystem, one integration at a time

Craftzing translated the strategic question behind the Gebruikerszone, how to bring a fragmented digital landscape together into one coherent experience, into a clear action plan, then worked with Kom Op Tegen Kanker to build the shared ecosystem itself. 

KOTK's CRM played a central role in that plan: understanding how the CRM fits into the organisation's wider digital universe, and how it could serve both user expectations and organisational needs, shaped much of the approach. 

Craftzing implemented that plan together with Delaware, Kom Op Tegen Kanker's CRM partner, integrating various digital platforms and tools into the Gebruikerszone in stages. From team pages for sports activities and local action pages to events, tax certificate downloads and the volunteer page. Alongside that rollout, the team optimised various data forms and their integration with the CRM in collaboration with Delaware, aimed squarely at creating consistency and a better experience across every one of Kom Op Tegen Kanker's digital applications.

The first version of the Gebruikerszone went live on 12 October 2022, and Craftzing has continued building on it since, extending the Gebruikerszone to further KOTK websites such as the 100 km of Kom op tegen Kanker and Plantjesweekend.