In 2017, the website of AniCura was facing a reconstruction, after deciding to separate the corporate part from the other country websites. This target audience had different needs in terms of content, design and functionality that was not aligning with the remaining target groups. Our mission was to help AniCura create a structure and optimise their web to meet their target groups and at the same time adapt it to improve flexibility, creativity and branding work which must be maintained and developed as the organisation is growing.
The design and functionality of the new platform was successfully launched without having to migrate content or any excessive additional training. By moving the corporate part of the site and adapting it specifically for its target group, users could more easily find the right information aimed for them.
We formed macro- and microgoals together with AniCura, based on the most valuable KPI's and set up dynamic event which automatically picks up future events of the same type. Mapping out and implementing tracking of how the site is performing does not just help creating an overview but also with future decision making concerning new functionality and design.