Care Initiatives — Overview
With 44+ locations, Care Initiatives is Iowa’s largest skilled nursing, hospice, and long-term care organization. Their mission is to improve the quality of life for Iowans and their families during life’s health transitions through compassionate individualized care.
Problem & Solution
Care Initiatives was dedicated to improving their overall digital experience and was looking for a solution that solved two problems: attract more patients & residents while also recruiting top talent.
To accomplish this, we set out to create a website that would meet their demographic’s needs of today while also carefully planning for what CI could need in the future.
We created a website centered around the idea that care should be easy-to-find while showcasing CI’s approach and culture at the forefront.
Discovery & Strategy
After a comprehensive discovery session and project requirements meeting, I took the lead on the web strategy. I began by evaluating their existing setup, conducting a competitor analysis, and researching the industry. Throughout the process, I guided the planning of information architecture, created prospective flowcharts, developed key features, designed essential page layouts, and supervised the creation of moodboards.
Tactics that we implemented
#1: Hyper-focused key pages that produce results
Locations: Improve the overall user experience of the location finder. Allow the location finder to scale with the needs of Care Initiatives and allow for easy updates. Promote individual location pages better.
Services: Become an informational hub – answer your questions as a family member or a potential patient or resident.
Careers: Focus on highlighting company culture, team member testimonials and improve job listings online.
#2: Refresh the Care Initiatives brand to allow for a more seamless brand experience across traditional and digital spaces.
Visual design: Expanding the brand with illustrations and warm/comforting elements and repurposing existing colors in order to keep familiarity and build upon the existing trust with the brand.
Refresh the logo while holding true to the pinwheel iconography.
Compassionate Story Telling: Compassionate storytelling can significantly enhance Care Initiatives’ brand by humanizing their services and fostering deeper connections with potential employees, residents, and patients.
Previous Site
