A website that really connects with stakeholders
ContentKings won the tender for a needs assessment because of its relentless focus on customer jobs. This focus boils down to one essential question: how can the Brain Foundation support its stakeholders through its content?
Our stakeholders’ issues formed the central part of the ContentKings proposal. This ‘Customer Jobs’ vision immediately appealed to us.
Lisanne van Daalen – de Jel
Online marketing & Communication consultant
About the organisation
The Brain Foundation is an independent health fund, financed entirely by donation. It carries out vital research into brain conditions, educates sufferers and their families, and provides resources to health professionals.
One in four
The brain is the most complex organ in the body. But it is estimated that one 1-in 4 people in the Netherlands have to deal with a brain disease in their lives. There are more than 100 brain diseases with overlapping symptoms.
Our work started with task analysis. As always we performed the research in the field, either in user’s home or in the office. We interviewed several respondents from target audiences such as:
- patients with brain disease
- relatives and caretakers of patients
- scientific researchers
- healthcare professionals
- the general public
We also organised focus groups. This allowed us to identify the core stakeholders issues or – as we call them – customer jobs. We found out what stakeholders hoped to achieve when they contact the Foundation or visit the website. The stakeholders’ habits we observed were categorised into 11 customer jobs.
The task analysis revealed something spectacular among patients and caretakers. After their doctor, the Brain Foundation website is their most trusted authority. This recognition of the website’s value to stakeholders created great momentum in the organisation for its further improvement.
Design thinking workshops throughout the organisation brought the customer jobs to life, while building momentum for change. Our Customer Jobs Canvas provided detailed insight that meant colleagues could jointly recognise customers’ real needs.
‘Recognising symptoms’ was a key customer job discovered in the analysis. Website visitors are checking symptoms they or a loved one have to see if they might be part of a brain disease.
A similar customer job was ‘taking care of someone with a brain disease’. Families, caretakers and healthcare professionals all wanted this information and would benefit from it being presented in the right way.
Because customer needs were jointly recognised, different parts of the foundation would co-operate to solve them – leading to greater impact of its activities.
The Brain Foundation ultimately launched a new website, with a strong focus on the customer jobs of stakeholders.
The current information is relevant for the visitor and is easier to update within the organisation from now on.