Navigating the world of Amsta health care

The case
Design / UX
Amsta is the largest care provider in Amsterdam for the elderly and people with learning disabilities. We mapped the information and interaction needs of the different target audiences and processed the results into a clear user interface. The renewed now leads visitors to the health care they need, resulting in a conversion rate of 33% for people signing up to the right location.
Project description
Amsta is the largest care provider in Amsterdam for the elderly, people with learning disabilities and every other citizen of Amsterdam who could use a helping hand. With residential and care centers, small-scale housing facilities and studios spread across the city, Amsta is well known in Amsterdam. They were however struggling with their online identity and website visitors got lost in the large amount of content on their former website.

Amsta came to Flink with the main goal to help their target audience to find the care they need and to position Amsta as an authority in their field of health care. The biggest challenge was to create a user friendly structure to provide logical entries to all of the available content, and connect the different residential types to the different care needs, without creating a monstrous menu.

Together with Amsta and its stakeholders, we have mapped the information and interaction needs of the different target audiences in a few interactive strategic sessions. We then processed the results into a concept for the DRUPAL 8 website with clever use of the DRUPAL 8 Menu module and the existing Webforms and Paragraphs modules.
The result is a website with a clear navigation and content structure which leads visitors to the health care solution they need on a specific residential location. Both residential types and the care needs are equally important for the target audience and therefore provide different entries into finding fitting health care. By creating separate pages for residential types, care needs ánd the multiple combinations of both, we can easily direct the visitor to a fitting solution as well as create an extensive collection of SEO-friendly pages that match the search queries the target audience.

We paid a lot of attention to the possibilities for Amsta to create attractive webpages by use of primary and secondary menus, images, taxonomies and mutual connections between the residential types, care needs and locations. Amsta arranged for suitable photography and content to support their image as the largest care provider in Amsterdam. Analytics show an average of 16.000 visitors per month on with 56.000 page views. The conversion rate of the 'Sign up' form shown on location pages is a stunning 33%.

Elize Fallon, Advisor in communications at Amsta commented: Flink quickly understood what our target audience expects and what our organization stands for. From strategy and design to the DRUPAL 8 training and even adding the content: Flink always delivered high quality. We are very pleased with the end result and further development since the launch of our website; Flink remains a great online partner.
As mentioned, the biggest challenge was to create a user friendly navigation to access the large amount of available information and possible combinations of residential types, care needs and locations on the website. We therefore made maximum use of the Menu module in DRUPAL to create a main menu, an overlay menu and secondary menus within content pages.

We used asynchronous calls, built on DRUPAL 8's powerful Symfony base and webforms to allow for easy ways to get in touch with Amsta: during office hours the phone number is shown, outside of office hours people are directed to a 'Give me a call' form. Webforms were also connected to the different locations to request a tour or sign up for the location.

Taxonomies were then used for locations to provide important information snippets at a glance, with focus on user experience. Locations can be filtered on different criteria to lead people to content pages about fitting health care. On these pages, images are shown with use of the Focal Point module, to make sure an image holds its strength in display on different devices.

The website of Amsta contains two types of vacancies: those shown on the 'Werken bij' page (translated: 'Work for' page) come from a CRM JSON API connection with Connexys, while vacancies for volunteers are created and processed by use of content pages and DRUPAL 8 webforms.

A lot of effort was put into creating a restricted flexibility for content pages, by allowing paragraphs to be used in different desired orders with multiple possibilities to use the side bar for related content like menus, downloads and links. We also paid a lot of attention to correctly building up index pages with the Views module, which also allows Amsta to create an index doorway paragraph in content pages. All with the main focus on directing visitors to find the care they need.
Community contributions
We've updated the DRUPAL 7 module View Mode Page to be compatible for DRUPAL 8, so that we could use this in the website for Amsta. The updated module helped us to build a more consistent look and feel and create a more solid foundation for pages that make use of for example forms. We then released this back to the DRUPAL community.