Vetstream wanted radically to improve the entire user journey from conducting a Google search on a veterinary term to signing up as a subscriber, yet continue to protect their valuable content. Thinkers designed and implemented the new user experience, and did the technical design for the integration with the back-end content management system.
Vetstream’s online veterinary reference contains a vast wealth of information that is packaged and presented in a way that makes it ideal for busy practising vets to consult real-time. Several factors combine to make this information highly valuable:
- Concise style presents key-facts in an easily digestible form
- Includes video and audio
- Trustworthy and reliable, enforced by editorial policy and peer review
- Always kept fully up-to-date, for example with pharmaceutical advances.
- Minimal delay in the online publishing process ensures that new material is available quickly
- in contrast to long publishing cycles in the paper world
To protect this valuable content from digital piracy, Vetstream used to use a sophisticated but heavyweight encryption product. This caused two problems. It prevented search engines from indexing the content, and required users to download and install encryption software. These were barriers to adoption.
Vetstream wanted radically to improve the entire user journey from conducting a Google search on a veterinary term through previewing content to signing up as a subscriber, yet continue to protect the valuable content.
Thinkers helped Vetstream to think through all the steps on this user journey, including search engine optimization (SEO), web-site design, the creation and management of free taster content, the introduction of a low-cost trial, and improving the subscription click-flow.
Thinkers then produced and implemented a much cleaner web-site design, as well as the technical design for the interface between the web-site and the back-end content management system.
Not only has feedback from individual users been very positive, these changes have permitted Vetstream to expand the number of educational institutions, particularly American universities, that have signed up to provide Vetstream’s content to their veterinary students.
You can see this work on Vetstream’s site, www.vetstream.co.uk
