Case Study - Anglicare: Transforming digital experiences with Optimizely

Anglicare Sydney needed to transition from Umbraco to a cloud-based digital experience platform (DXP) using Optimizely, creating more customer-centric, intuitive, and engaging digital experience. The goal was to empower users to connect with Anglicare's services on their own terms, whether they were new customers, existing community members, or donors.

Key objectives:

• Improving the overall user experience by putting customers at the centre.
• Connecting new users with Anglicare’s broad service offering in a seamless way.
• Driving mission growth by increasing lead acquisition and expanding the customer base.
• Enhancing financial performance by improving engagement and conversions.

Challenges

With a diverse range of stakeholders across Anglicare’s business units, aligning on a digital vision proved challenging. The discovery phase revealed long-standing internal perspectives on how the website should function, making it crucial to manage expectations, balance priorities, and drive change in a way that fostered internal support.

Solution

To navigate stakeholder complexity and ensure a successful transformation, LEVO implemented an agile methodology, improving cross-departmental collaboration. This included:

• Early and continuous stakeholder involvement to align expectations and secure buy-in.
• Adopting agile tools and processes to enhance communication and decision-making.
• Change management support to minimise resistance and drive smooth adoption of the new platform.

Outcomes

The result was a fully optimized, customer-focused digital platform that improved engagement and accessibility while aligning with Anglicare’s mission: Serving the
people in need, enriching lives, sharing the love of Jesus.

Key achievements included:

• A seamless, guided user journey helping visitor connect with the right Anglicare communities and services based on location, needs, and user type.
• A balanced content strategy placing storytelling at the forefront alongside factual content to better communicate Anglicare’s impact.
• Enhanced accessibility (WCAG 2.0 compliant) ensuring all users can navigate the site with ease.
• A welcoming and intuitive “front door” helping diverse audiences, including senior living residents, donors, church members, and families, find relevant support.
• Seamless integrations with essential third-party software, including E-Way (payments), Genesys Cloud (live chat), and SendGrid (CMS notifications).
• Improved speed, security, and scalability, ensuring long-term performance and stability.

This digital transformation not
only enhanced Anglicare’s online presence but also ensured that the
platform serves its communities more effectively, reinforcing its
commitment to providing care, connection, and support to those in
need.