Increase in mobile traffic
Reduction in bounce rates
Increase in pageviews
The Royal College of Occupational Therapists (RCOT) is the largest body of occupational therapists in the UK with over 32,000 members and 14,000 website users. As a collective they promote the values and benefits of occupational therapy to the public, service commissioners and political reps.
The RCOT website acts as an essential hub for access to industry insights for stakeholders and vital service information specifically for young people, physically and mentally disabled, and older people.
RCOT sets professional standards, provides support, and promotes and protects the interests of occupational therapists among policy makers and commissioners.
Digital was identified by stakeholders as key to meeting the needs of their diverse membership. Their members site delivered occasional progressive service improvements, but RCOT were looking to partner with an agency to deliver a more comprehensive redevelopment programme.
The client was looking to build on its current successes to deliver a personalised service to members by utilising their CRM (customer relationship management) data. They also looked to support their strategic ambitions by delivering their products and services more effectively to the needs of all of their stakeholder groups. Through a clear understanding of these needs, we were able to define a vision for RCOT's digital future, and shape a roadmap of digital products and services.
Stakeholders recognised the importance of delivering their content across all devices. The legacy website wasn’t responsive, therefore members couldn't use it on the move or at home. Users also were unable to use the navigation efficiently during consultations due to the extremely large volume of content available. The development of a new website build on a user centered design was felt essential to create the best online experience.
The use of RCOT's site isn’t desk bound, the site is accessed daily by a high proportion of mobile devices, meaning that mobile functionality was an essential development point for the project. This development point was also supported by Google’s mobile first update which rewards sites for having a great mobile experience. Fast page load times and content relevant to the search term of the visitor all work in the sites SEO favour.
By considering devices with the smallest screen size first were able to establish a content hierarchy. This principle was passed from smartphone to tablet and desktop interfaces. Meaning that users of all screen sizes, big or small, have benefited from this approach.
By being responsive to mobiles and tablets the site is more accessible throughout the user's day, and by all kinds of users who may need to use tablets for accessibility reasons. The site was also made to be light and small allowing for fast loading even in areas of low connectivity.
During the design process, CTI utilised Atomic Design principles, which are ideally suited to achieve consistent design patterns on large and complex web sites. We continually worked with the third-party agency in charge of visual design, collaborating together to refine the design and seeking their output. Using Drupal’s extensible architecture and comprehensive automated testing ensured we maintained quality, and we used Drupal’s mobile-first functionality to build a fully responsive website.
One of the principle objectives of the project was to integrate RCOT’s existing CRM platform into the new mobile responsive website. Allowing members to more conveniently manage their profiles and subscriptions, we significantly improved the effectivity of the membership administration team and enhanced the membership experience.
The user experience within the member profiles section was also optimised to present the feature most valued by users to the forefront of their view. Members can now update their details quickly and simply. This was essential for all members, including their student users who often have to change their home address. Users can also apply for parental leave and have access to an administration team to ensure logging on is as easy as possible.
Old content was either retained if it was found to be useful and visited regularly; refined if the content needed updating to be more accessible to site users, or retired if it was the result of a duplicated effort or hadn’t been visited for a large amount of time.
A user centric approach is woven into every step of our delivery. We could see that with such vast library of resources it is vital visitors can reach content quickly time and time again, so we involved stakeholders to create a navigation centered on the users. The client was especially pleased with the outcomes of our stakeholder forum midway through development. We invited opinion leaders within RCOT to for a day comprising a preview of the site, opportunity to take part in user testing and provide valuable feedback.
Engaging with end users enhances the likelihood of project success by identifying opportunities for improvement, and additional features early on. These processes ultimately contributed to a navigational structure we had confidence would help site visitors reach their desired content swiftly and ultimately reduce bounce rates.
RCOT represents Occupational Therapists all over the country and wanted their branding to project themselves as a leading edge modern organisation and digital leader whilst presenting ‘One voice’ through their content. We implemented reusable components into their content management system to allow content editors to upload and edit content whilst effortlessly sticking to structural and stylised guidelines. This allows content to look professional and consistent whilst reducing barriers to market leading to more frequent and flexible publishing.
We developed an self managed advertising platform for RCOT to provide them with the necessary control required and a potential secondary revenue stream to support their work. The function is used to promote industry relevant events, ensuring that as many occupational therapists become increasingly engaged with the community as possible.
We developed a solution to give RCOT control over what content was available to the public. The permissions system allows RCOT to make content available to the public or members only, which encourages more people to register on the platform. When the content is “Locked” to the public, the page allows visitors to see a preview of the content, but they must then register or login to see the whole content item.
Drupal provides a modular content management system. The
Having an easy to use CMS
With Drupal’s native support for capturing content in a structured manner through Content Types, serving fields tailored to suit, we created content types like:
These types provide the skeleton for a page to exist. with elements like title, introduction,
These components included:
Each component type can be added to a page any number of times, in any order. Additional components can be developed in the future as the organisations content requirements adapt and change. These guides help content editors to publish in
With these foundations in place RCOT are better placed to achieve their 3 year digital strategic roadmap.
The site launched in May 2017 and received complimentary feedback from the client and its users. Since launch we have continued to work with RCOT to ensure the website continually improves upon the initial launch inline with the digital roadmap.
We have seen significant increases to key user metrics since launch. Using the period 16th May - 21st September, we have compared year-on-year stats to identify user engagement.
Bounce rates reduced by a massive 43%, mobile traffic increase by 89%, and page views rose by 43%.