DISCOVERY WORKBOOK NOVEMBER 2016
TABLE OF CONTENTS USER ENGAGEMENT STATISTICS PERSONAS »» Adult Child »» Active Senior »» Career Seeker AUDIT OF EXISTING SITE COPY CONSULATION RECOMMENDATIONS SOLUTION BRIEF COLOR + TYPE GUIDELINES MOOD BOARD RECOMMENDED WEBSITE NAVIGATION
November 2016 | Journey Senior Living | Page 3
STATS ON USER ENGAGEMENT SITE SESSIONS BY AGE 65+
Age Range
55-64 45-54
Target the right users.
35-44 25-34 18-24 0%
6%
12%
18%
Sessions *Data Queried from G5 Senior Living Sites— Google Analytics Data, October 2016
SITE SESSIONS BY GENDER Your website and branding should resonate with women. 31.5%
Female 68.5%
Male
SITE SESSIONS BY DEVICE *Data Queried from G5 Senior Living Sites— Google Analytics Data, October 2016 10.7% Desktop 52.5% 38.8%
*Data Queried from G5 Senior Living Sites— Google Analytics Data, October 2016
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Mobile Tablet
Create rich user experiences— across all devices.
PERSONAS VICKI |
ADULT CHILD, 48
Vicki’s parents, Ada and Ben, both 73, still live in the same family home they have owned for the last thirty years. When Vicki noticed her parents missing mortgage payments and neglecting their beloved garden, she wondered if maintaining their beloved home has become more of a burden than a source of pride. She knows that her parents will be reluctant to discuss selling the house and moving to a “nursing home,” but with her mother beginning to struggle with memory loss and her father’s strict medication regimen, she worries that something might happen to them if they stay in their home.
HOW TO REACH VICKI »» Give her the tools she needs to prepare for this difficult conversation with her parents »» Show her that Senior Living communities can be active, vibrant, and supportive »» Remind her that she is not alone and that she is making the right decision
November 2016 | Journey Senior Living | Page 5
PERSONAS CONTINUED DANIEL |
ACTIVE SENIOR, 68
Daniel has lived on his own for the last year since his wife, Elana, passed away. Their eldest son, Rick, lives in St. Augustine, Florida, and has asked his dad to sell his current home in Scottsdale, Arizona, and move into their guest room so he can be near family. While Daniel likes the idea of living closer to his son and grandkids, he doesn’t want to burden them or sacrifice his private time and space. He’s started searching for an apartment in the St. Augustine area, ideally one with residents closer to his age than his granddaughter’s, and has been warming up to the idea of an Independent Living community - especially one of the nice ones on the beach.
HOW TO REACH DANIEL »» Show him a community with active, healthy seniors living fully and on their own terms »» He loves the beach, so make sure to highlight that as a lifestyle element »» Provide helpful financial-planning resources and real-time pricing
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PERSONAS CONTINUED STEPHANIE |
CAREER SEEKER 31
Stephanie has been working in the administrative department of a local hospital for the last six years. She started at the reception desk in the maternity ward and has worked her way up to become assistant to the hospital administrator. While she has thoroughly enjoyed her time at the hospital, and has learned so much about healthcare administration, but she is ready for a new challenge. She knows she wants to work closer to patients, but isn’t interested in returning to school to pursue a nursing degree. She’s been casually searching online job listings and is beginning to look into jobs at senior living communities in the area.
HOW TO REACH STEPHANIE »» Show her that careers in senior living are rewarding, both financially and emotionally »» Give an accurate job description so she knows which jobs she’s well suited for »» Provide a salary range and benefits so she knows the full scope of compensation
November 2016 | Journey Senior Living | Page 7
AUDIT OF EXISTING SITE
❶
❶ Branding is not cohesive.
❸ ❷
❹
The logo pops but it is not carried throughout the rest of the page or reflected in fonts, colors or photography. Lack of clear tagline or Unique Value Proposition diminishes brand value.
❷ Heavy slideshow images in
❺
❻
the hero image area can contribute to slow load times/low rankings, weaken property positioning and promote difficult usability.
❸ The small font size of the navigation items is illegible, especially for aging eyes. ❹ With multiple taglines, social buttons, and superfluous navigation items, there is way too much competing above the fold. There is also one major item missing at the top of the page - a clear call to action. ❺ Heavy text is not broken up into contextually relevant, easyto-digest pieces. ❻ The layout is not optimized for usage across devices. Visual hierarchy needs to be introduced so the most important elements are placed towards the top, gently introducing the user to your brand and leading them through the conversion funnel.
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COPY CONSULTATION RECOMMENDATIONS After reviewing the existing copy for Journey Senior Living, we recommend the following steps to improve user experience, SEO (Search Engine Optimization) value, and overall brand messaging.
Cite your tagline consistently across all touch points.
»» Unique headings which reiterate your brand messaging »» An improved SEO keyword strategy to
We’ve seen it displayed as:
drive prospects to your site
1. Celebrating the Journey
Key elements for effective website content.
2. Celebrating The Journey 3. Celebrate the Journey
»» Softened calls-to-action which gently
In order to own your brand message, we suggest consistent use of
guide prospects through the conversion
“Celebrate the Journey.”
your brand and offerings
funnel as they become acquainted with
G5’s recommended next steps for content development and implementation Journey Senior Living, Corporate
Journey Senior Living, St. Augustine, Florida
Full copy creation for the following pages: Home | Living Options Independent Living | Assisted Living Memory Care | Floor Plans
Full copy creation for the following pages: Home | Living Options Independent Living | Assisted Living Memory Care | Floor Plans About Us | Careers Our Mission | Services & Amenities
Editing and SEO enhancements for the following pages: About Us | Careers Our Mission | Services & Amenities Dining | Activities & Events Photo Gallery | Contact Us Map & Directions
Editing and SEO enhancements for the following pages: Dining | Activities & Events Photo Gallery | Contact Us Map & Directions
November 2016 | Journey Senior Living | Page 9
*Please inquire for additional copywriting services, consultation or pricing
SOLUTION BRIEF Our mission is to create a solution that delivers the ideal shopping experience for Journey Senior Living’s target market(s), while maintaining a focus on performance. The intent of this brief is to summarize this solution to ensure the aesthetic vision and business needs of Journey Senior Living are captured and all parties are in agreement before moving forward. Understanding Your Business »» What will define success? • Journey’s website should attract users and keep them engaged, while increasing traffic/users/ leads.
Project Scope: One corporate website, One location website (St. Augustine). Multi-domain.
• Increased exposure through search results online. »» Primary Persona • Adult child (40s-60s) »» Secondary Persona • Seniors who are searching for a community on their own »» Tertiary Persona • Job seekers »» Differentiating Factors • Journey Senior Living community
»» Portfolio • Journey Senior Living portfolio is made up of high-end communities with resort-style amenities and fine dining. • Community service levels include independent living, assisted liv-
offers resort-style living with a
ing, and memory care. supportive staff that caters to their »» Layout Details residents’ unique needs. • Ease of a traditional horizontal • Fine dining experience with full navigation, with movement and menu, unlike their competitors. • Beautiful beachfront property. »» Unique Value Proposition • Journey’s level of customer service is unmatched – they will go the extra mile to ensure not only
animation to keep users engaged. • Highlight the fine dining offerings. • Showcase upcoming events. »» Calls-to-Action
residents’ needs are met, but that
• Find A Community for corporate
they are enjoying the journey!
• Living Options for location
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SOLUTION BRIEF CONTINUED
Understanding Your Branding »» Design style highlights.
»» Colors • Bright and colorful, to capture the essence of the Journey brand
• Bright, full color imagery
promise of making the most of every
• Should feel clean, easy to navigate
moment.
• Should feel very energetic and lively,
• Brand green, brand blue, and brand
want the user to have FUN while
red should be an identical Pantone
reading through Journey’s story
match.
• Would like to see reminders of brand carried throughout the website • Likes white space with pops of color »» Key Message/Tag Line • “Celebrate the Journey” »» Fonts • Bernini Sans Condensed
»» Visual Benchmarks • www.sunriseseniorliving.com –– Likes the bright colors full color imagery –– Likes that it is easy to navigate • http://sixtyandme.com –– Loves the motion and card layout
The G5 Solution G5 recommends leveraging one of our themes that is clean, easy to navigate and provides the user with a clear conversion path. We will utilize one of our modern themes with a horizontal navigation that pins to the top of the page upon scrolling, ultimately helping Journey Senior Living achieve their business goals of gaining leads and signing leases. We will create up two different designs (leveraging Journey’s brand guidelines), that speaks to Journey’s target audiences and allows users to clearly identify the Journey brand promise. All lead and form capture will be sent via email to the community managers. All layout, navigation, calls-to-action and color best practices* will be leveraged to ensure optimal ongoing performance. *G5 Best Practices are based on over a decade of vertical experience, Google Developer Quality guidelines, conversion methodologies and design and UX trends. G5 prides ourselves on continually updating and refreshing our standards and best practices to evolve with users and technology.
November 2016 | Journey Senior Living | Page 11
Journey SENIOR LIVING TYPOGRAPHY Bernina Sans Condensed Bold - Primary Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Bernina Sans Condensed Regular - Secondary Font
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
COLOR PALETTE
PMS = Pantone 136 C WEB HEX #fcba30 RGB = 80/16/72 CMYK = 1/29/92/0
PMS = Pantone 367 C WEB HEX #8ab83f RGB = 35/54/38 CMYK = 52/8/100/0
PMS = 282c WEB HEX Pantone 805 C RGB = 240/96/74 CMYK = 0/77/74/0
PMS = Pantone 1655 C WEB HEX #f05d15 RGB = 240/93/21 CMYK = 0/78/100/0
PMS = Pantone 369 C WEB HEX #ab9617 RGB = 171/150/23 CMYK = 35/33/100/5
PMS = Pantone Neutral Black C WEB HEX #231f20 RGB = 35/31/32 CMYK = 70/67/64/74
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RECOMMENDED WEBSITE NAVIGATION Navigation Best Practices When creating your website’s navigation, it is important to clearly label and prioritize the pages which are crucial to the conversion funnel. Since most users on average engage with less than 3 pages, we want to see the interaction pattern of navigation items to flow from left to right to indicate the information most important to the user is prioritized in a logical and obvious order. We will recommend clearly labeled, highly trafficked pages accordingly. By presenting content in the manner which has been proven most effective for user engagement, you can guide the customer through the conversation funnel in a way that is both intuitive and compelling.
CORPORATE NAVIGATION ^
Living Options
Services & Amenities
Dining
Activities & Events
Contact Us
Assisted Living
Memory Care
Independent Living
LOCATION NAVIGATION Photo Gallery
Living Options
^
^
Floor Plans
Assisted Living
Memory Care
Independent Living
About Us
Map & Directions
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