AniCura Group was founded in 2011 and has 6000 employees in 300 animal hospitals and clinics in 12 countries. In our collaboration with AniCura we work continuously with creating and developing a digital platform supporting a rapidly growing organisation where different target groups have different needs. The first version of the website was launched in 2014.
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.
Developing in a way that makes different parts of the same organisation, with different domains, still connect to same platform, makes it easier for web editors to work within various areas and reduces the total cost of ownership.
Click on the link to visit AniCura Group.