Originally specialising only in dementia, Red & Yellow Care took the decision in 2015 to broaden their focus to offer specialist services to any older person suffering from a long-term health condition.
At this stage it felt the time was right to completely overhaul their digital strategy, taking a UX-led approach and doing everything possible to make a very complex and emotional process as straightforward and pain-free as possible.
Our approach with any project like this is to listen – to find out exactly what makes the business tick and gain a deep understanding of their user’s needs. Working closely with the team and looking into data from Google Analytics, we found there was typically a very long gap between a user’s first visit and a user becoming a customer. This led us to craft a site that worked hard to help those struggling with health worries, weaving Red & Yellow’s very unique story into the site and making it easy for users to make contact with a team of experts from the Red & Yellow team.
Broadening the range of conditions the company covered also meant tackling a very unique set of challenges from a user-experience perspective. Our proposal to the team was focused around rich, search-friendly, high-converting landing pages and a homepage that allowed users to browse services by symptoms as well as conditions and services – a very unique approach. As the company planned for further growth in the future we built a system that allowed the team a huge amount of control over pages, creating an intuitive system that goes as far as to allow a team member to build complete landing pages, giving huge flexibility without the need to keep spending money on developers.