British Red Cross engages Impression to Transform Staff Digital Experience

Jul. 28, 2026

The British Red Cross has partnered with digital agency Impression to help transform its employee and volunteer digital user experience, as a means of driving greater impact and efficiency across the organisation.

Drawing on feedback from Red Cross’ employees and volunteers, Impression’s work will simplify the user experience across essential HR functions including rotas, annual leave and payroll management. 

In 2025, the British Red Cross operated with over 4,000 employees and 10,000 volunteers across the UK, working on community initiatives, emergency provisions, and humanitarian projects. Through Impression’s transformation of its people functions, the British Red Cross aims to boost efficiency, free up employee time to deliver vital services and divert more donations directly to the front line.

The partnership also aims to increase the rate that staff and volunteers use the Red Cross’ platform, and to improve connectivity between the organisation’s central team and its retail division. 

Paul Remic, Head of Product at the British Red Cross said:

“Impression’s expertise in finding better ways of users interacting with our platforms will enable Red Cross staff to spend less time on administration and more time supporting our front line. From the outset, the team showed a genuinely people-centred approach, taking the time to fully understand our challenges and engaging in open, constructive dialogue to get to the root of the problem. We’ve been really impressed by the depth of Impression’s expertise and their user-centred mindset, which closely aligns with our own vision to build systems around the needs of our people. They bring a huge amount of experience and insight, which can be applied to our organisation. We can find all those pain points which create frequent frustrations, so we can do something about it and improve our user experience”

 

Michael Weir, Director, Head of Behavioural Science at Impression, said: 

“We’re proud to be working with such an important organisation to improve efficiency and support its humanitarian work. At its heart, the Red Cross is a deeply human-centred organisation, and its ambitious user-first digital transformation is a powerful reflection of that. Our role will be focussed on turning evidence into action, combining behavioural insight and research to help the British Red Cross spend less time on admin and more time focused on helping people around the world.”