SydPath

Discovering Your Identity

SydPath, one of NSW’s most trusted pathology brands, was a longstanding client of ours (from 2018-2022). Over that time, we collaborated with them to reshape their brand identity, craft marketing strategies, curate compelling content, manage their social profiles and launch a new digital platform. When SydPath approached us with the challenge of modernising and streamlining their outdated website, we eagerly accepted.

Their existing website had long been a source of frustration—a relic of old technology and design principles; confusing for visitors and difficult for the SydPath team to update. The solution was clear: Build an intuitive website that places information at the forefront while ensuring ease of maintenance.

Understanding Why Clients Choose Us

Pathology services are often overlooked until health concerns arise. However, recognising the growing importance of health, SydPath sought to enhance their market perception. Our partnership with SydPath began in 2018 with a mission to redefine their brand identity and communication strategies. This evolved into a comprehensive strategic marketing endeavour, culminating in the creation of a marketing roadmap.

Over the course of a year, it became evident that an improved website was pivotal. The existing website was hindering the brand’s connection with the market due to its poor user experience. SydPath concurred and enlisted our help to develop a more robust platform.

Developing a Forward-Thinking Platform

In-depth discovery sessions with key stakeholders laid the foundation for our understanding of the project’s requirements. The website had to cater to diverse audiences, including health practitioners, research organisations, and the public. Our insights from one-on-one interviews led to the creation of comprehensive user journeys, personas, and a functional site specification. We crafted a site map, wireframes, and devised a plan to migrate the existing Microsoft Access database of 13,000+ records into a secure, user-friendly, and potent solution.

Seamless Integration Solution

One core issue identified by both the client and our team was the fragility of the existing solution. The website was constructed with flat HTML, suffered from poor indexing, relied on an outdated Microsoft Access database with redundant tables, used PDF uploads instead of site pages, and limited access to just a few individuals.

Navigating the challenges posed by COVID-19, we collaborated with SydPath to prioritise key objectives and revamp the site’s architecture. We established an integrated, easily updatable backend and ensured seamless front-end integration. Our solution involved integrating a WordPress website with Kentico Konect, simplifying the management of thousands of test information records and enhancing security.

Refreshing the Look

Agreeing on integration and functionality, we turned our attention to the visual interface. We incorporated core design principles from the agency responsible for SydPath’s new logo, including colour schemes, fonts, and styles. Mapping user journeys for different audiences, we understood that the site needed to be intuitive, with essential information readily accessible throughout the SydPath site.

Our design focused on several key aspects:

• Guiding users to the most relevant information for their needs.
• Prominently featuring calls to action.
• Enhancing site search functionality.
• Linking related information to key pages.
• Simplifying the process for industry professionals to find and order consumables.
• Maintaining a clean and contemporary interface.