Our Work - Healthy Parents Healthy Children - ZGM Collaborative Marketing

collaborative marketing

what we've done.

Project:

Healthy Parents Healthy Children

Client:

Alberta Health Services

Year:

2013

KIDS SHOULD PROBABLY COME WITH INSTRUCTIONS. SINCE THEY DON'T, WE FIGURED A FUNCTIONAL WEBSITE COULDN'T HURT.

THE CHALLENGE

Alberta parents – like all new or expectant moms and dads – have a million questions. Sometimes all in one day. Can I travel during my pregnancy? Why won't my baby stop crying? Is my toddler eating enough? Recognizing the need for a standardized provincial resource for expecting parents and parents of young children, AHS developed the “Healthy Parents, Healthy Children” printed resource. Now, there was a need to translate this formidable two-volume book into a comprehensive, interactive format. Reimagining how 600 pages of content could best be presented in an online platform was no easy task. The trick was to stop thinking about the books as "books" and put ourselves in the shoes of parents—who just need answers, like, now. This allowed us to look at the project through fresh eyes and begin breaking the information into easily digestible bits.

THE SOLUTION

Amongst many discoveries gleaned from our dedicated user experience planning process, we came to the key realization that a standard navigation structure just wasn’t going to cut it. We realized that search and related content would be the strongest tools on the site and crafted the site around these insights. What resulted was an engaging and robust site that takes users along the path that is most relevant to them, on any device. It is a useful tool that speaks to both moms and dads at any stage of their parental journey, and does so in an informative and positive manner. In the early stages of the launch we are seeing significant site traffic and, as expected, search is the most used feature on the site.