KinCare is one of Australia’s largest in-home, aged-care and disability support providers. In early 2017, as choice for in-home aged care providers became customer-directed, Pollen partnered with KinCare to refresh their brand and completely overhaul their website – the forefront of the KinCare staff and customer experience.
Alongside the team at Pollen, I worked across strategy, design and development to build and optimise a new website that better supported the KinCare customer journey.
To better understand the KinCare customer and business, I worked with Pollen’s Experience Design Director Adrian Wiggins to define, develop and deliver a range of user research, including interviews, personas, customer journey maps, flow maps, and analytics reviews.
This research supported the design of wireframes, prototypes and information architecture which laid the foundation for a robust new platform that accommodated for the range of new content that Pollen developed alongside the new site. The new platform uses a number of module-based templates for flexible page creation.
I was also responsible for strategy and user experience design for a number of new pages and features.
I developed the user experience of 16,000 dynamic pages of new content that helped improve search engine visibility, drive traffic and generate leads.
I also developed the user experience of service pages that helped explain the breadth and depth of KinCare's services to their customers.
Most recently, I crafted the strategy and experience of KinCare’s flexible respite calculator, a new tool that demonstrates how flexible respite can be easily tailored to the needs of a carer and care recipient.
Over the course of a year, we drove an increase in online enquiries by potential customers and saw significant improvements of key engagement metrics including:
Pollen and KinCare continue to work together to evolve their digital business. The website just one part of KinCare’s larger, ongoing evolution as a first-rank provider of in-home, aged care and disability support services.