Calvary website user experience research
CASE STUDY: To inform website design for Calvary, Ellis Jones completed in-depth user experience research to understand current and future website user behaviour.
Established in 1885 by the Sisters of the Little Company of Mary, Calvary is a major not-for-profit Catholic health care organisation, providing care, health and support services for older people, people with disabilities, and carers. Calvary operates 15 public and private hospitals throughout Australia across the ACT, NSW, SA, Victoria and Tasmania, as well as a growing number of community care and retirement accommodation options and services.
In the context of increasing demand, higher service and operational complexity, escalating use of digital media among health consumers and increasing pressure from funding organisations, Calvary needed to assess digital pathways, web presence and internal and external website user needs. Beyond increasing online visibility, improving information distribution and creating a better user experience, a further aspiration was to enable consumers to engage with company offering services along the continuum of health and care.
Applying in-depth knowledge of the health and aged care context, Ellis Jones undertook extensive user experience (UX) research to understand the behaviour of Calvary’s current and future website users. The project initiated with a digital discovery exercise to understand which business systems would have a digital interface and the company’s readiness to support digital interactions or transactions with operational responses.
Empathy mapping was then undertaken to determine the current and future needs of internal and external users, supplemented with core staff workshops, online surveys and phone interviews with influential stakeholder groups. Analysis of website analytics provided a benchmark, and offered guidance on types of devices used, timing of activity and types of content browsed.
Through investigation we determined user digital behaviour, pain points and common frustrations with the old website, important operational constraints, directions for enterprise digital evolution, and new website build functionality requirements.
Insights provided evidence and direction for determining website architecture, content hierarchy and calls to action. The outcomes of empathy mapping also guides visual aesthetic (imagery, layout, iconographic approach), taxonomy and textual narrative on each website page. Engaged in the process, the needs of senior management across the group were acknowledged in the website design and build, engendering buy-in for change and ensuring the new website met user needs.
With many of Calvary’s offline business processes now available online, website users can book appointments in real time, leave feedback and request further information, as well as a range of other time saving features for both internal staff and external website users.
A powerful localised search mechanism now addresses a frequent concern of users that it was difficult to find specific contact information for services.
Reported low bounce rates and high audience retention suggests putting the user at the forefront of web design and development has been a success with Calvary’s new website being utilised as an effective engagement tool now, and in years to come.