The main objective of this project was to improve the user journey and create a website that would enable the two main types of users to find what they need and making this as easy as possible. Looking for care tends to be a stressful situation so the aim of the site was to make it as easy as possible for users to find the information they needed to pick up the phone and speak to someone. There was also a priority to get more people applying to carer jobs through the careers section of the website, so the website needed to be split into 2 user journeys - finding care and finding a career in care.

My role in the project was to consider content structure, create a sitemap, wireframes and designs that would allow users to consider care options and easily get in touch with Bluebird over the phone.

We started the project with a client discovery workshop involving the project team from Distinction, Bluebird Care’s marketing manager and a couple of the franchise owners, in which we gathered information about the brand and what was required.

By creating a design that showed both of these options clearly upon getting to the site, users would immediately know where to go next. The site needed to be simple and clear on the surface with depth underneath. The requirements were clear user journeys, easy to navigate and easy to find contact information, more video content, reducing the amount of clicks and flexibility for franchise sites. I designed the franchise sites to be consistent with the corporate site but in a way that franchisees could make it individual to them, with the ability to create their own campaign pages using the page builder. I also made it so it was easy to get in touch or find a career from every page, so users would never be too many clicks away from the necessary information.

The main challenge was designing a full website (corporate and franchise) that was consistent with the Bluebird Care brand but so that franchises would still have enough flexibility with their own site that existed within this.

The client was really pleased with the designs and felt like the site would really meet the needs of both types of users. Visually, the website is modern and clear but also fits in with the brand meaning more consistency across all brand touchpoints, giving Bluebird more of a chance at becoming the #1 provider of private care in the location of their franchises.