Borough Care

Borough Care has provided dementia care to residents in Stockport and Staffordshire as a not-for-profit care home provider for over 30 years. They empower older people by offering personalised care plans unique to each resident. In pursuit of creating an inclusive environment, Borough Care has partnered with Stonewall and V for Life.

The GOAL

The two main goals for this work were to understand more about Borough Care’s staff and improve lead generation.

The first objective was to gain deeper insights into Borough Care's workforce dynamics. The aim was to understand how staff interact within Borough Care, their motivations for choosing to work at the organisation, the hurdles they face, and what value different roles bring to the table. The second challenge was improving lead generation and the sales conversion process to grow company revenue.

user Research

To tackle our project goals effectively, the Matchstick Creative team decided to conduct user research, with me taking a leading role. I began by observing the day of a key role within the organisation, an Activity and Lifestyle Facilitator (ALF) to understand more about their role, the challenges they face, and the value they bring to the organisation. Additionally, I conducted user interviews across various roles within Borough Care to deepen my understanding of the workforce.

To understand more about how Borough Care's key audiences interact with the organisation, I used the knowledge gathered to create an in-depth customer journey map. Collaborating closely with Borough Care's key stakeholders, we crafted these maps during a workshop, detailing the users' thoughts, emotions, and actions throughout their engagement with Borough Care. This process also allowed the team to identification of areas for improvement.

Improvements made

Building upon the work completed, I along with the Matchstick Creative team, began to make improvements to many aspects of Borough Care service. Here are some of the highlights of this work;

Produced an insights report on staff wellbeing - Following the observation day, I put together an in-depth insights report that collated all of the key findings from the day. This document was passed over to Borough Care to provide their team with insights from the role shadowing and help them understand their team’s needs. It was also used to inform future organisational decisions and how we created content on behalf of Borough Care.
Improved the brochure download - There were many missed conversion opportunities due to poor brochure download buttons on their website. We updated the buttons on the website to gain more clicks and downloads, helping to encourage home visit enquiries.
Improved the navigation bar - Additionally, we added dropdown menus for users to easily categorise inquiries, improving efficiency for both users and Borough Care staff. The final part of our website improvements was updating the menu bar to make it more intuitive for the audience and their needs. We reformatted the “our homes” section of the menu to split it into Staffordshire and Stockport homes. By doing this, we made it clear which homes were in which area, making the process of moving someone into care much easier for the user.
Improved the website contact form - Our work revealed significant gaps in conversion opportunities within the existing forms. We revised the content of existing contact forms on the website, reducing unnecessary personal details and ensuring GDPR compliance.

Outcomes

As a result of our user experience work, we provided Home Managers with more clarity around Borough Care’s website sales processes and gained insights into how their staff feel about their experiences at the organisation. In addition to uncovering important insights from Borough Care’s staff, we were also able to understand their audiences and deepen empathy with their customers. Below are some of the key statistics from our partnership with Borough Care.