Value Proposition
Domain Research
Usability tests
Journeys and Flows
Scenarios
Information Architecture
Wireframes
Prototypes
UX writing
Facilitation
Presentation
Sketch
InVision
InDesign
Trello
Slack
Miro Board
Scannable
Hemingway
Octopus Real Estate’s healthcare team manages over £1 billion of investments, with a focus on care homes and retirement communities – sectors requiring significant investment given the UK’s ageing population. They create strategic partnerships with leading healthcare operators, to deliver exceptional healthcare facilities you’d choose for your loved ones. The Octopus Group also incorporates Octopus Energy, Octopus Investments, Octopus Ventures and Octopus Wealth.
Large Audience. Complex needs.How might we help Octopus Healthcare users confidently reach their goals?
Care Home Operators, Retirement Village Operators, Property Developers, Landowners, Investors, Media, GPs and their own Potential Staff… All interface with the business through multiple touch-points.
When visiting the website, even if they shared similar goals, each audience group showed to have a specific subset of needs. I set out to design a solution which brought delight, as well as clarified the path for each user's intention.
Images above: Value proposition workshop. Collaboration with stakeholders. Discocery and Framing. Existing website’s digital performance.
Header image: Current Octopus Group website.
Discover
Together with 1 Product Manager and 1 Product Designer, we reviewed and optimised the Business Model Canvas. Individually, I adapted this updated Business Model Canvas into a Lean UX Canvas, identifying the ‘must-have’ product features ahead of the next phase in the design process.
We also revisited previously established Personas. I broke away to do some domain and market research, before rejoining the group to synthesise our learnings through three activities: Pains & Gains, writing Customer Letters and internal Press Releases.
Define
As a team: we prioritised audience groups most crucial for business growth, then defined which needs were most important to these selected groups, and lastly which product features should be prioritised in order to meet those requirements.
Individually: I compiled the Stakeholder Map, to help schedule workshops and plan future feedback sessions; I conducted a Usability Test of the previous website, which showcased problems online visitors were experiencing while trying to complete a task; I also drew up User Journeys and wrote persona-driven scenarios (see GP scenario).
Design
After Discovery, the team shrunk and I became the only designer assigned to the project. I asked the Data Team for performance metrics of the existing Octopus Healthcare Investments website, so I could analyse and identify additional opportunities for improvements. I then turned my sketches into more concrete designs.
I organised and led several workshops with stakeholders (Head of Engineering, Head of Design, OH Head of Customer, Product Manager) for which I mocked up low-fidelity wireframes. During these sessions we worked out KPIs for each web page and the information architecture, we also decided on a customer-led approach vs. a brand/story-led alternative.
IA & Flows
Develop
I defined the ideal paths for each primary user segment with user flows and developed screens task by task, ensuring smooth navigation from beginning to end goal. I simultaneously wrote UX copy to guide through each page in an intuitive manner & to craft an even better experience.
I conducted two design critiques to bring expert insight into the optimised journeys, mid-fi wireframes, high-fi mockups and to figure out elements of the navigation.
Deliver
After wrapping up the final screens, I coordinated with and handed over specifications to the external engineers initially documented in the Stakeholder Map. UPDATE 2023: The funds have been restructured and the Octopus Healthcare site is no longer in use, however, this project directly influenced how the Octopus Group (parent company) website is structured today.