Now, it’s a much deeper and more complex question about the nature of work itself. And whether a workplace makes us stronger or makes us sick.
The challenge
The client came to us as a tight, well-organised team with a lot of existing documentation, much of which was in line with older messaging. They brought us on board to help them coordinate and distill their progressive new direction into a vision for a brand new website. The overall goal here was to motivate individuals and businesses to change people’s health and lives at work for the better.
Our approach
Alongside our formal discovery phase – which included a workshop with subject matter experts, a survey and interviews – we also did some low-fi user research an industry breakfast. This gave us a natural, informal way to listen to people as they described what they were struggling with in shifting to healthier workplace cultures.
Good content will always ‘speak the language’ of users in an accessible, engaging way. We write the way we speak. Paying attention to what people say and how they speak in real conversations added to our understanding of the problems we were helping our client solve. It was a nice way of informing the big picture we were building together.
Because the client was coming to this topic with a new, deeper focus, their existing content no longer met business or user needs. We found that users were doing a fair bit of heavy lifting to move through the content. So as well as changes to the messaging itself,. the style needed simplifying.
The result
Together with FoundryCo, we developed a clear Healthier Work brand and messaging framework. We gave the client a blueprint for their new site and information architecture that helped them scope content production. Our new content model defined the detail of what components were needed for each content type, and how to write content in a way that made it easier for site visitors to take action.
We showed the value of using headings, writing in plain language and making the benefits for staff and businesses clear. And we made it easier for users to navigate the next steps with a clear pathway to explore the site.
