At Zengenti we help many public sector organisations, councils, and charities to improve their online presence. One area in which we have particular expertise is a process known as channel shift. Channel shift is the act of moving customer interaction from one medium to another. This usually takes the form of encouraging customers to use online tools to complete a task rather doing it face to face or over the phone. One example of a successful channel shift is internet banking. The number of people banking online doubled between 2013 and 2014 according to the BBC, with 5.7 million transactions a day being made over the internet.

Giving people the power to do things for themselves can provide a smoother customer service experience. Around 84% of UK households now have internet access and 76% of adults in the UK use the internet everyday. As our lives get busier it’s far easier to make use of this connectivity and perform everyday tasks online. Many of us now carry smart phones everywhere we go — it’s possible for us to look up information, fill in a form, or complete online transactions from nearly anywhere. Aside from the fact that many of us don’t have time to visit a helpdesk or make a phone call during working hours, we simply no longer need to.

Skills for Care are a longstanding client of Zengenti. They work with employers across England to make sure the workforce has the right skills and values to deliver high quality care. They also provide information for people looking to arrange care for themselves. Skills for Care approached us to redevelop the ‘Employing Your Own Care and Support’ information hub on their website. This area of the site is for people looking for information about employing their own care staff to live independently or working as a personal assistant. Skills for Care wanted to give the area its own distinct look and feel to provide a better user experience for this audience.   

User experience is central to the success of any channel shift project. After scoping out exactly what Skills for Care were looking for, our designers took their team through a variety of user experience exercises. The results of these exercises were then used to create wireframes before being refined into complete designs. By approaching the project this way, user experience was put at the forefront of the new site.


To meet the needs of the growing number of mobile internet users, it was important that the new design was easy to use on any device. We achieved this by creating and testing responsive HTML prototypes. Once these were finalised, we implemented templates into the existing site.  The Skills for Care team were able to enter their own content using Contensis. Our team also carried out some custom development work on the In Your Area section of the information hub. This area allows visitors to quickly find service providers in their area via a series of mobile-friendly drop down menus.         

Visitors to the Skills for Care site now benefit from an area designed especially for their needs. They can now easily find information on setting up or providing personal care and support. The responsive design allows visitors to view the site on any device, and the Contensis CMS allows Skills for Care to easily update the site as and when they need to.

If you'd like help from Zengenti to move your customers to online channels then contact our team.

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Ryan Bromley

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Ryan is a digital marketing executive at Zengenti.

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