The Australian Pharmacy Council (APC) is responsible for making sure that our nation’s pharmacists have the right skills to serve the community. That work includes exams, assessing credentials of pharmacists who trained overseas and assessing interns.
The challenge
To support the work that they do, they needed a clear website that was easy to navigate: one that answers people’s questions and streamlines interactions.
They saw that their website wasn’t meeting that need — so they came to True North for help.
Our approach
True North Content has a proven process for developing content for complex organisations. We include a combination of deep research, written briefs and real-time collaboration with subject matter experts.
That discovery process helped us understand who the client was seeking to serve — what information they needed, and how best to structure it.
As we moved into the information architecture and began content development, we discovered:
- it had been hard for users to get a clear sense of what was expected of them at each step
- it wasn’t clear what they needed to provide
- the process around recognition of overseas credentials needed to be simplified
We worked closely with the IT provider who’d been engaged to build the website. Together, we refined the information architecture and wireframes so the site would be fit for purpose.
By the time we’d moved into content production, we’d set up a complete content operations platform. We provided clear workflows, responsibilities and delegations so everything would be easy for the client to implement.
The result
When we work on large content projects, we don’t just deliver what the client’s asked for: organisation’s often see flow-on benefits in capability and culture. The value of a True North Content project is our contribution to shaping the way an organisation works, long after we finish up.
Two years after the site launched, the workflows we defined are still being followed. In fact, the organisation as a whole transitioned to using the platform we set up for all of their comms and content.
People across the entire organisation are engaged in caring for their content. Our work has given the team confidence in how to advocate for human-centred copy. They’ve embraced techniques we showed them; using more human language like ‘we’ and ‘you’ rather than ‘The Council’ and ‘candidates.’ Even our early sceptics now advocate for this throughout the organisation.
Our work has taken hold.
The client told us that we’ve helped them transform their online services. Today, their bounce rate is one of the lowest we’ve ever seen. It dropped from 46% to 32%. That means more people engage with the website and explore it more deeply.
APC also told us:
- users consistently rate the pages as useful
- candidates no longer get confused
- users self-serve and apply for the right stream to get their credentials
- assessed staff across the whole organisation update and maintain human-centred content
“You have set the standard, shared your expectations in an encouraging way, put in a better way of governance of content through GatherContent (and taught everyone to use it, revisited training for people and made it BAU) and celebrated the successes of the website. And we have included Comms as a key important part of our project teams.”
Anna Turello, Communications Manager, Australian Pharmacy Council
Before
After
