Brand + UI
Nourish is a smart integrated care management solution aimed at helping care providers improve the quality of their care records. The company had grown quickly from an early stage start-up to a feature-rich, industry-leading product deserving of a new website.
Initially, online information had been deliberately obscure to avoid giving valuable information away to competitors. Increasingly, this was producing too many ‘irrelevant’ enquiries, and an audience who didn’t fully understand the true value of Nourish.
There was now a drive to increase sales leads via the web by encouraging visitors to book a product demonstration. Experience had shown that conversion rates were excellent once this occurred. So the website was a vital component in the sales pipeline.
I undertook all the design requirements, from working through initial wireframes with the marketing team, to illustrating all imagery and art-directing the photoshoot. Visually, the design was a complete departure from the previous site, in order to integrate with both the evolved UI of the product and the latest branding work – all of which had also been my responsibility. Booking a demo was now possible on every page on the site, and all content was designed to give more detail on how Nourish could benefit its audience.
I liased with various internal stakeholders at Nourish, as well as the development team from Moku Digital throughout the design and build. Photography was shot by Grant Squibb at JAG images, and features actual care home staff and residents who use Nourish.
Since launch day, site conversions (book a product demonstration) have increased 132% thanks to a tangible shift towards a much more relevant audience visiting the site. Page views have increased 36% and the average dwell time is up 45% thanks to improved content.
The website continues to evolve and adapt to keep up with external demands and internal growth. All customer facing touch points are now aligned to reflect a consistent look and feel, while retaining the recognisable look of Nourish.
Final device testing before go-live launch.