The Challenge
Careica is a trusted provider of sleep and respiratory care to thousands across Canada. We helped develop and launch their brand, solidifying the identity of two newly united Canadian service providers. This new brand reflected their commitment to the health of their clients and gave them the flexibility for growth. A few years later, we worked with them again on a new website.
Careica’s new identity was made to be approachable for all audiences and their site needed to reflect that. They needed information that was clear and easy for all audiences to understand, as well as a strategic user-centered approach to site design. If done right, we would help potential clients access the resources they need more easily – leading to more bookings for Careica in the long run.
In addition, they wanted a site that could be easily updated, allowing them to manage content more quickly.
The Solution
The content on the previous Careica website used a lot of medical terminology—an approach that is useful to those in the industry and clients under treatment, as they’re already very familiar with that language. But now they wanted to speak in plainer terms to potential clients (people who experience symptoms and are looking for help). To better communicate with this audience, we worked with Careica’s team to ensure all content was accessible and clear.
After reviewing user behaviour data on the old site, we restructured the new one to better serve potential clients. For example, a “Referral Forms” button for physicians wasn’t used nearly as much as the “Book Now” button for symptom-sufferers, despite them having equal design hierarchy. Although both functions were important, we moved the referral forms button into the site’s pop-out menu, drawing more attention to the call-to-action for booking.
Careica’s clients—people who suffer from poor sleep health and have insomnia or obstructive sleep apnea—often research symptoms late at night. Partners of symptom-suffers also might be searching for solutions during the night because the sounds of snoring are keeping them awake. With this in mind, we increased the text size on both desktop and mobile.
We knew both of these groups would appreciate the increased readability and easier navigation, especially on mobile devices. Among these and other ease-of-use adjustments, we also ensured the new site followed current SEO best practices.
To make it easier for Careica to edit their content, we developed the new site on WordPress. With this change, they’d have direct access and agile control over their site content.