After a thorough briefing on the APC’s needs, we implemented a strategy-led approach to improving the user experience. This involved ongoing consultation with key stakeholders, a comprehensive review of all available data relating to the existing website, and extensive user-experience research.
As part of this, we interviewed 40 APC individuals, ranging from patients to therapists, clinicians and stakeholders. This gave us incredible insight into user needs and behaviours.
Further workshops allowed us to deep dive and develop a range of user personas, which we used to map out customer journeys. This level of insight allowed us to develop a website experience that fulfills all users needs and, consequently, optimises site conversions on a macro and micro level.
When talking about information architecture, our main priority was to make the website content as accessible as possible. This was done by developing the core structure of the site with a strategic, user-centred approach, meaning the needs of different audiences could be fulfilled.
Given the ambitious goals and digital vision of the APC, not to mention the critical role the website will play in future growth and reach, our digital strategists worked closely with the design lead to ensure both an intuitive and easy-to-use experience for the user.