UI &
SOCIAL MEDIA
UI &
SOCIAL MEDIA
This project aimed to raise the awareness of a 24 hr live-in care company in Germany and gaining new user groups through a redesign of the website and increasing the social media posting.
I worked on this project supporting Elisabeth Kirschmann from Visionary Vanguard GmbH, a design agency based in Germany.
UI Web Design
Current Situation
The webpage consists of one landing page geared towards senior 24 – hour care.
The company’s new marketing strategy includes all age groups with a need for assistance at home.
Challenges
Respecting the clients identities meant that imagery would need to be sourced online and the supply of images of people with a disability and in a homely area contributed to a challenging picture research.
User Profiles Research
user groups
I researched competitors in Germany and UK which offered the same service for all age levels. However companies seem to cater for senior people only so this put the company in a unique position.
I also followed up the idea to look for inspiring people with a disability on social media who are pursuing their travelling and dreams. The travel side had to be rested due to Covid-19. However, online ads of young professionals under 40 looking for assisted care became a lead. This resulted in the creation of user profiles.
Moodboard & Mind Mapping
I assessed the current landing page. In order to work out the emotional message of the new user group I created a mind map and a moodboard (see image to the left).
Information architecture
Navigation
Once I had mapped out the user journey, I created a sitemap structure to change the current website consisting of a landing page with 5 subpages.
Wireframing
The brief was to have a desktop version first which can later be made responsive for mobile and tablet in the website creator.
I first created a low fidelity wireframe for desktop to have an overview of the elements of a landing page followed by a high fidelity version.
The landing page consists of a sticky header with a new navigation, 5 sections and a footer with a sitemap, contact and social media information.
High Fidelity Landing Page Design
The sections were:
- The first hero image is an automatic slide show carousel to show that 24 hour care is available all age groups. A “more info” button provides an action. There would also be a pop up contact window which is following throughout on the landing page.
- This was followed by a description why home care is an option to lead an independent life.
- “Our Services” provides the most important 3 driving points of the company. They included a short description as well as 2 call to action buttons, to contact them for a consultation, and a subpage for detailed explanations of the services.
- For company reasons it was requested not to show the actual team but because the carers will in most cases live in the household of the client, I found it important to introduce a section of the team to build trust. This would give a reassurance that they are specialised in this type of care and receive ongoing training support.
- Testimonials to support the credibility of the excellent services the company is offering.
SOCIAL MEDIA
Together with a redesigned website I also proposed a social media concept to increase the reach and gain interest in people under 50 years of age.
This consisted of increasing the posting to a daily schedule and evaluating the analytics for better timing. It included a carousel which would help to make the post more prominent according to the Instagram algorithm at the time.
Post ideas: Image research and copy writing included
