Baptcare

The opportunity: To position the Baptcare brand and digital space as a thoughtful, tailored and consumer-focused partner for the aged-care community and their carers.

The challenge: The home care provider industry had gone through government changes, whereby the funding structure was going to change. This meant the market would become a lot more competitive, and Baptcare wanted to take a proactive approach, and effectively communicate the diverse range of services they offered. In addition, Baptcare had low brand awareness, so coupled with a website overhaul, they would simultaneously launch an extensive marketing campaign.

The approach:

We ran a stakeholder discovery workshop, where we identified business objectives and reviewed brand assets.
Baptcare provided us with extensive customer segment research that we used to identify key users groups. We then created top user tasks via customer journey exercises.
Aged care decision-making is a complex and emotional one, so we ideated key messaging and how we could position that effectively within the interface.
We focused on how we could surface Baptcare’s services, that would guide the user quickly to key information, such as pricing and government-funded packages. We created a series of greyscale designs for usability testing, with carers and decision-makers.
The main conversion goal was for users to contact Baptcare via phone or email, so we created global treatments for both, by ending each page with a contact form and positioning the contact number in the main navigation.

Features based on user research:

A thought-provoking, user-controlled hero area that presented key services.
A prominent search-focused component to help users pinpoint the exact service they’re after.
Custom iconography was created to help identify services and to help recognise them throughout the site.
A dynamic web form is available on every page, as a global element to help the user take immediate action.
Custom interface components that would accommodate specific content such as testimonials and price guidelines.

The outcome:

The design was well-received by user testing, and the strategic intent of the website seemed to be clearly understood by participants.

“I like it it's logical and easy to go through. Not confusing and straight forward.” - Baptcare user
“User friendly, easy to the eye. Easy to navigate and use. Very informative. You don't need to be tech savvy to use it.” - Baptcare user