New websites for a growing homecare franchise
GoodOaks Homecare
UX design / UI design
kick off-workshop. 6 weeks of customer research. 5 customers interviewed. 6 Business partners interviewed. 2 customer surveys. 50 Hotjar observations. 5 new personas. 1 research report. 2 new sitemaps. 4 tree tests. 100% pass rate on tests. 3 usability tests. 2 new websites designed. 3 design routes. 3 prototypes. 40 Wireframes. 68 page designs. 71 components designed.
A digital solution for 14 franchises
GoodOaks provide award-winning home and live-in care, locally through a franchise model. Their customers must find their local branch on their first visit to the website and every time after.
By implementing cookies to remember the customer’s selected branch we ensured all call to actions and contact information is aligned to their chosen branch at every touchpoint.
This approach has enabled content to be shared across all branches, reduced the amount of enquiries to GoodOaks HQ for individual branches and enabled branch owners to have their own dedicated website on a top-level domain.
A new sitemap, with 100% pass rate during testing
With a large amount of content on what can be a complex and sensitive subject, we had two goals for the project:
To ensure the best user experience for new customers in need of detailed information during what can be a worrying time
To consider the SEO need for GoodOaks so their care can be easily found online
Working alongside GoodOaks’ SEO expert, we created a simplified, action based navigation to reduce initial confusion. This approach enabled content on the site to be organised for those knowledgeable about the care sector, and first time searchers who needed more support, at the same level in a single location. This delivered the right information at the right time in the journey.
“Working with Hancock and Rowe has aligned the team with a user-first approach to our new homecare and franchise websites. Through the research undertaken, we were able to strategically plan our digital touchpoints, and the information our users need and achieve simplified user journeys for all audiences.”
Sarah Howes, Head of Marketing, GoodOaks
Integrating third party social proof testimonials
GoodOaks customers need to understand the experience of those who have gone before them to gain trust in the brand. Fortunately homecare.co.uk is the industry standard for excellence alongside CQC to reassure clients of the standards provided by any care business.
We pulled these testimonials through to the GoodOaks site. But for their reviews and certifications to appear localised and relevant to the chosen branch, localisation data and cookies have been implemented to appear prominent on both national and local homepages.
Supporting recruitment across all branches
Recruitment post COVID and Brexit has become a challenge in the care sector. Tackling this issue head on, a dedicated section of the website has been created in the primary navigation to showcase the benefits of working with GoodOaks.
Content can be used by all branches including an online application form to manage their own recruitment processes and cycles.
Communicating with a B2B audience
As GoodOaks operates a franchise model and their own care sites in Bournemouth and Poole, we needed to make sure the web experience and brand was consistent on their franchising website when speaking to their B2B audience. Using a pattern library we designed during the core care website design process, we created a second dedicated website that showcases the opportunities, figures and benefits of franchising with GoodOaks.
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