01 CASE STUDY Overview
MercyCare supports West Australians through life's journey.
The not-for-profit organisation is a leading provider of aged care, early learning, disability services and family and community services.
The organisation prides itself on differentiating based on the experience it provides across each service area. Yet MercyCare felt their website no longer did that. With the goal to provide a seamless online experience and better tell their story, we were engaged to redesign the website.
02 The Challenge
MercyCare is a large organisation. Each of its services has a different audience. In many respects, service areas operate as their own business. The risk is a fragmented brand experience, as well as difficulty telling the full story of MercyCare.
“MercyCare uniquely delivers a diverse range of services which needed to be reflected when building the site. To allow for ease of navigation within the larger site, subsites were created dedicated to key areas of the organisation including childcare, aged care, disability, foster care and community services,” said MercyCare Chief Executive Officer Anthony Smith AO.
“Story-telling is so powerful in conveying what we stand for as an organisation, the MercyCare culture and its values.”
Anthony Smith AOMERCYCARE CHIEF EXECUTIVE OFFICER
The challenge was how to create a seamless user experience that addresses the unique needs of each of its service streams, while providing an integrated brand experience.
03 Our Approach
Our initial focus was to understand the audience and organisational goals for each service stream. We did so via a series of stakeholder interviews and workshops.
This allowed us to the conduct a full technical discovery and design the information architecture based on keyword research. The goal being to structure the site in way that improved the user experience and search engine optimisation.
Our goal during the design phase was to make each service page look as similar as possible but as different as necessary. This was achieved through the use of imagery and application of brand elements.
Given the focus on storytelling and content management requirements, we developed the website on WordPress. The website has also been designed grow alongside the business, which is made easier using an open source platform.
04 The Outcome
MercyCare launched their new website in July 2021.
“Story-telling is so powerful in conveying what we stand for as an organisation, the MercyCare culture and its values,” MercyCare Chief Executive Officer Anthony Smith said.
“By showcasing who we are, what we do, why we do it and what we believe in, we hope to attract those in the Western Australian community looking for a job that means something, where you can go home at the end of the day knowing that you truly made a difference and are creating positive change at the heart of the Western Australian community,” Mr Smith said.