A Digital Home
Once we understood that parents lose a sense of identity as “parents” and yearned to understand the journey their child would be on, we mapped a website strategy to fill those voids. We wanted to push beyond a Digital Front Door and create a place where parents could truly understand, navigate, and coordinate care. Our strategy was three-fold:
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Support families across their journey as they coordinate their child's care
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Implement best-in-class search to quickly connect families to the information they need
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Roll out industry-leading personalization to deliver the right content at the right time
We also learned through our research that families preferred visuals and content that showed children at home - enjoying the childhood they truly deserve.
