Overview
When Jubilee Community Care recently approached us to redesign their website, the challenge extended far beyond updating the visual design.
As a respected provider of in-home care services, Jubilee supports people at very different stages of their journey. Some visitors arrive seeking immediate support for themselves. Others are researching care options on behalf of a parent, partner or family member. At the same time, the organisation’s board members, community partners and stakeholders need access to governance information and organisational updates.
The goal was to create a website that could confidently serve all of these audiences while reflecting Jubilee’s longstanding reputation for care, professionalism and community connection.
The Challenge
We originally designed Jubilee’s previous website more than twelve years ago. During that time, both the aged care sector and users’ expectations of digital experiences changed significantly.
The new website needed to:
- Help people find support quickly and easily
- Clearly explain available services
- Simplify complex funding and eligibility information
- Build trust and confidence from the first interaction
- Provide resources and reassurance for families
- Demonstrate Jubilee’s strong community presence
- Support transparency around governance and organisational structure
- Meet modern accessibility expectations.
Most importantly, the website needed to acknowledge that many visitors would arrive feeling uncertain, overwhelmed or under pressure to make decisions.
Designing for the aged care sector requires more than attractive visuals. It demands empathy, clarity and a deep understanding of how people seek information during important life decisions.
Understanding the Audience
One of the first priorities was identifying the primary visitor groups and understanding what each needed from the website.
People Seeking Immediate Support: These users often arrive with a specific need and are looking for clear guidance, service information and a simple pathway to contact the organisation.
Family Members and Carers: Many visitors are researching support options on behalf of someone else. They need reassurance, practical information and confidence that they are making the right choice.
Stakeholders and Community Members: Board members, partners, community organisations and other stakeholders require access to governance information, organisational updates and evidence of Jubilee’s role within the broader community.
Understanding these distinct audiences shaped both the site’s information architecture and its content strategy.
The Design Approach
Building Trust Through Design: Trust was a central consideration throughout the project. The design uses clear messaging, approachable imagery and a calm visual language to create confidence from the moment visitors arrive on the site. Contact information and support pathways are prominently featured, ensuring users never feel far from assistance.
Simplifying Navigation: The site’s structure was designed around user intent rather than organisational structure. Instead of expecting visitors to understand how services are categorised internally, the navigation is set out in a way that helps people quickly identify the information most relevant to their situation.
Making Complex Information Easier to Understand: Government funding arrangements and aged care support pathways can be difficult to navigate. The website presents this information in a more accessible format, helping visitors better understand available options and next steps without becoming overwhelmed.
Supporting Families: The experience was designed to recognise that care decisions are often made collectively. Dedicated content pathways provide support not only for service recipients but also for the family members and carers helping them navigate available options.
Demonstrating Community Connection: Jubilee’s strong community relationships form an important part of its identity. The new redesigned website highlights these connections while reinforcing the organisation’s long-standing commitment to supporting people within their local community.
Accessibility and Inclusion: Accessibility was considered throughout the design process to ensure information remains available to as many users as possible regardless of age, ability or device.
The Outcome
The completed website provides a clearer, more intuitive experience for visitors while supporting Jubilee’s broader organisational objectives.
By focusing on trust, accessibility and audience-specific pathways, the new website helps connect people with the information and support they need while reflecting the professionalism and care that Jubilee Community Care has built its reputation upon.
Key Takeaways
Designing for the aged care sector requires more than attractive visuals. It demands empathy, clarity and a deep understanding of how people seek information during important life decisions.
For Jubilee Community Care, the result is a website that supports multiple audiences, simplifies complex information and provides a welcoming digital experience for everyone who interacts with the organisation.
Absolute Media is an experienced digital marketing specialist. We can help with all of your marketing, communication and digital design reqiurements. Contact us today for a free consultation and quote.
