Website / Not For Profit
MercyCare was founded over 170 years ago with the vision of creating a better, more equal, caring and compassionate outlook for all Western Australians, no matter who they are. One of the state’s most trusted and respected not-for-profit providers of aged, disability and child care, their old website was far too stiff & corporate-feeling in its messaging whilst also being difficult to navigate. More than happy to take on the challenge, our team was able to deliver a new website that reflected their people-centred, care-focused philosophy whilst also allowing different target audiences to easily navigate a large amount of content to obtain the information relevant to them.
This was a big job that presented numerous challenges for our different departments. From a content perspective, a major challenge was to convey a large amount of detailed information whilst employing the right language, branding, images and tone-of-voice that would help to change the way the public perceived the company. The goal was to shift their image from corporate and impersonal to aligning with their not-for-profit nature and people-centred, care-focused core values. We also faced the challenge of helping the client overcome a preconception that they only dealt with aged care and highlight services they offer - such as child and disability care - that are relevant to a wide range of age groups. Design wise the task was no less daunting. To get a single website to effectively communicate information for 6 different services with very different target audiences, we had to carefully coordinate the user experience (UX), information architecture (IA) and user journey elements. In addition to this, we also had to maximise SEO, make sure the site was AA compliant, looked great, was up to an award winning standard and was easy to manage, maintain and develop in the future. How hard could all of that possible be, right?
Content wise, the solution was to establish a good relationship with the client straight off the bat and work closely with them to ensure that we were both ensuring that the copy included the relevant information for all of their different services while simultaneously using the right language, branding and tone of voice that would help align their image with their people-centred, care-focused core values. The design team was also able to custom design special icons and incorporate lots of people centred imagery that helped portray MercyCare as being approachable and caring as well as making the whole site visually appealing. When it came to ensuring that the site conveyed the right information to their very different target audiences, the IA and UX teams really went above and beyond to ensure the site was as effective as possible. They conducted user surveys with actual clients to find out what worked for them and also used Google Analytics to identify key pages and then used this information to construct a home screen that drastically improved the user journey. With a site as large and varied as this one, flexibility is the key. As almost no two pages are exactly alike, our designers were able to adopt a bit of a ‘widget mania’ approach and include whatever features were necessary on each page to make it as functional, informative and easy to use as possible.
View Website Here
It only takes a quick visit to MercyCare’s fantastic new website to see that we were able to deliver an end product that nailed every single objective. By maintaining excellent communication with the client and effectively coordinating our different teams, we were able to build a stunning new site that effectively conveys their people-centred, care-focused philosophy while simultaneously improving the user experience and creating much more effective user journeys.
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+61 (08) 9200 4429