CareAbout deliberately set out to differentiate its offering. Many aged care recipients and their families enter this difficult time with a low level of knowledge. As each customer’s personal requirements were to be matched to suitable providers, CareAbout’s new services would be vital to the happy independence and life quality of over 65s. Navigation of the website and its information needed to be clean and clear.
“We wanted a sense of lightness, to make everything as simple as possible. The strategy was no cups of tea, no stuffiness.
Life over 65 is to be lived. So our site – from its look and feel to the quality of our services and how they are delivered – had to reflect that,” said Kylie Magrath, CEO at CareAbout.
CareAbout was working with a design agency that had strong visual communications skills but no development expertise. And the site, with integrated contact centre, had to be built within two months, in time for the reform cutover.
As a website driven frontend and with SalesForce at the backend, the design of the site and the integration paths needed to have flexibility for growth. The platform had to be easy for CareAbout staff to make changes to pages, with a setup that automatically integrated to the CRM. And, while its services would initially be for Victorian customers, CareAbout envisaged rapid expansion of its service offerings and to other States.