RSL Care Retirement Living and Aged Care engaged Publicis for a brand and website redesign as part of a large growth and positioning initiative. I was brought on as a the UX design lead to create the strategy and design of the website.


  • Communicate the new brand of RSL Care to a varied audience based on a concurrent research project
  • Provide and promote resources for those looking to learn more about the complex and sensitive topics related to retirement living and aged care


  • Lead strategy session to define and align project teams members on the business objectives and measures of success, key personas and behaviors, and what each comes to the website to do
  • Interviewed stakeholders and key employees to understand RSL Care’s services and customer journeys
  • Designed the information architecture of the company’s service offerings as well as the website pages and resources
  • Wireframed the entire site with rounds of review and revisions with the client
  • Worked with design and development teams to build the new site

Example customer journey


  • A successfully launched new website and brand
  • A UX roadmap for future opportunities including a resource finder based on customer profile

Full prototyped wireframes at


See the live site at