For this, they needed more than a pretty website — they needed a website with international appeal developed to incorporate an ecosystem of connected parts and custom componentry, and they needed it in under three months.
4 month delivery
ACRM, CMS, LMS API
140,000 unique visitors
since launch date
This is one reason we gave FODMAP a site of its own — a powerful one at that — with clear navigation and messaging, free from the constraints of the master brand (though we were careful not to stray too far). We made the graphics, colours and typography authoritative yet inviting, warm and colourful.
Our big design challenge, though, was to create a website tailored to the needs of three very different user groups, each requiring a different user-journey directing them towards making an action on the website. A problem we solved by creating a landing page for each user group accessible by a sticky primary navigation menu at the top of each page.
The breadth of the project was immense.
We architected a complete solution drawing on our experience with CRMs, Learning Management Systems, integrations, international audiences and payments, email marketing strategy, campaigns and launching startups.
At the core of everything is the CRM, for which, we chose and implemented Salesforce and into which we integrated three major platforms.
The first brings Monash’s large, complex product and recipe certification process online, simplifies it and automates parts of it, making it easy for food manufacturers and Monash to follow. This process used to happen on a series of spreadsheets and word docs and it has made a huge difference in the management of the low FODMAP certification process. It’s a huge time saver.
The second is an eCommerce platform built for future scaling. Its integration with Salesforce streamlines Monash’s operations, reduces overheads and helps them get returns on their research.
The third platform is a responsive LMS we designed in conjunction with Monash using cloud LMS, Canvas with course-builder, Rise integrated as well. Any university will attest to the frustrating difficulty in building a user-friendly, attractive and responsive LMS — So, Monash were pretty pumped when that’s exactly what we delivered. Even the folk at Canvas were impressed with what we could do with their tools and using Rise.
What we loved
There was a lot going on in this project. It was complex, we only had three months to complete it, but we simply love a challenge, particularly when it comes with a client who is really up for it. We all stepped up and we reckon we hit it out of the park.
Working with Monash and their brand is always pretty cool, they are well respected and we love being on their shortlist of preferred providers. They were great to collaborate with and it was a privilege to help them spearhead the science behind FODMAP and change lives.
What they loved
“I don’t think there is one single thing, to be honest!” said Dr Marina Iacovou, Senior Project Manager and Accredited Practising Dietitian at Monash, when we had a chat at the end of the project.
“I think Butterfly understood and took on board what we wanted to achieve, and the timeframe in which we wanted to achieve it.”
She said she loved being able to come and work from our office and actually be with the design team and the dev team working on her project. The face-to-face treatment and the 100% onshore approach Butterfly has was a big winner for her.
“It was a really good working relationship, and that helped us hit the tough deadlines.”
She also says the completion of the project has meant a real quality of life change for staff at Monash, as well as their users. Everyone loves having more time and they’d got lots more of it now their manual offline processes have moved online.
“We had a target, we met it and we did it collaboratively, it was a big team effort, in all aspects.”
We developed a strategy to hone in on each of their three disparate user groups — IBS sufferers, food manufacturers and dieticians. Through our own email marketing set up, each user group receives content relevant to them funneling them through to the LMS, the app, product certification or online store. The campaign to date has been a great success with open rates hovering around 63 percent since the launch, with a high conversion rate to boot.