Oncology Specialist Platform
Help a leading global oncology provider to unify its brand under a single platform.
Client
GenesisCare
Company
Fjord
Role
Design Lead
Duration
6 months
We found
A global business
GenesisCare consists of over 130 treatment centre's across Australia, the UK, Spain and China. Have more than 2,500 healthcare professionals and treat more than 160,000 patients a year.
With a fragmented online presence
Multiple websites across each region with dulpicated content meant GenesisCare's proposition was difficult to understand for both potential employees and patients alike.
I didn't want to look online because I was aware of misinformation.
Laying the foundation
By consolidating existing material, we reconfigured GenesisCare.com with a content-first approach. A simplified architecture that felt natural to its visitors, improved navigation allowed us to strike a healthy balance between guided journey's and immediacy of content to meet the needs of both key user groups, patients and HCPs.
Test and learn approach
We performed a heuristic evaluation of GenesisCare’s existing sites and worked closely with key stakeholders from across the business to identify requirements from both a business and user perspective. We took each problem statement, validated with analytics, prioritised and applied design thinking before implimenting solutions to code.
Using analytics this way gave us clear KPI's in which we could measure our success and provided a clear direction in which to iterate our designs and test in a live environmemt.
65%
increase in traffic
414%
increase online enquiries
Branded system
Library & CMS toolkit
Taking the newly formed ATL brand, we articulated an entire digital design system. Core considerations being flexibility within the CMS while maintaining functional and aesthetic integrity and upholding core user requirements of accessibility and usability.
Content dictated the requirements for each template which then allowed for the development of respective components.
Landing
Welcome & orientation
As a shop window or magazine cover would, landing pages give a broad understanding of what GenesisCare has to offer and as a hub, deeplink to promoted content. Visually distinct from lower level content pages, the landing templates welcome and orientate visitors.
With bold promotional tiles, the components created for landing pages work to clearly delivery GenesisCare's value proposition and offer ways to explore deeper content.
Content
Longform articles
Content components make up the most common templates across GenesisCare.com. The components available here all adopt the same layout structure for visual alignment and uniformity.
Designed to accomodate longform articles with breaks for video, imagery, contextual links and pullout quotes. These components form the patient journey pages, helping new patients understand what they should expect for their particular treatment.
Profile
Doctors & centres
Profile pages work to promote the two key stakeholder groups of GenesisCare, doctors and treatment centres. A circular profile image leverages common tropes from social media. The profile card component promotes each across the site and links to the respective profile page.
Find
Find your nearest doctor or centre
Search pages consist of two templates which allow users to search for both Doctors or Centres. When looking for a centre, the template defaults to a proximity search based on your current location. When finding a doctor, the tile search is default with the option to filter results by treatment type.
Campaign
Campaign microsites
Campaign components are designed to host content for events or campaigns which occur throughout the year. Existing separately from the core GenesisCare site, a campaign page has no requirement for core navigation.
Global
Forms, navigation & modals
Global or universal components are those which can be implemented anywhere on the site irregardless of template content type.
impact
