TNAA – Case Study

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TNAA

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Founded in 1999, Travel Nurse Across America (TNAA) is a leading healthcare staffing agency that places travel nurses on assignments in all 50 states. TNAA provides a much-needed service to hospitals that may be understaffed or need to fill vacancies for full-time employees who are taking time off while allowing nurses with a sense of adventure to travel across America and earn a living. TNAA fosters a culture of honesty, transparency, and unmatched customer service. While business is thriving, TNAA knew that in order to provide the best service and experience, one that their employees and customers were coming to expect, they needed to update their digital offerings including their website and mobile apps.

In addition to needing a completely new external marketing site that employed technologies’ latest best practices, it needed to foster a shift in how TNAA engaged its users. TNAA had an internal website built on old technology that was “TNAA-focused” rather than “user-focused.” They needed Metova’s help to make a leap and transform how they conducted business via the web as well as mobile. Metova needed to create a user experience and interface that is driven based on quantitative and qualitative data to create best-in-class functionality in the crucial and complex processes around travel nursing job application and engagement.

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RESEARCH & STRATEGY

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Metova was able to quickly learn our businesses, understand the needs of our internal stakeholders and connect with the core of our organization, our recruiters and nurses to really understand the challenges of the business and the human factors at play to help create a solution for everyone to meet their needs.

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Metova conducted interviews with TNAA nurses and ambassadors as well as all of the executive stakeholders to ensure there was a clear understanding of not only what the business needs were, but ensuring that everyone’s needs could be addressed across all touchpoints. Metova also set up technical checkpoints to find out where users were engaging and view bounce rates, providing important feedback on how to restructure the website to promote engagement and ensure nurses are moving through the funnel with the goal of increasing conversion rates.

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DESIGN

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We wanted a sleek, functional design that matched our culture, we foster a ‘family-like’ relationship between our recruiters and nurses and needed to convey and support that with our website.

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The design also needed to convey TNAA’s image as a respected, trusted staffing solution.

To accomplish this Metova coordinated a complete rebranding effort that impacted their entire business and technology. This effort included mapping out user action flows, primary and secondary UX flows, and content architecture diagrams as well as documents that drove the website wireframes. Metova organized and communicated outcomes of TNAA’s segmentation study, which led the design effort and provided the information needed for a final branding guidelines document.

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DEVELOPMENT

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Our old website didn’t support our culture or highlight our strengths, we also wanted a data-driven design based on our customer’s market segmentation and to use data to create a relational website – a shift from our transactional-based web presence of the past

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TNAA also had a goal to be a market leader in their business vertical by venturing into the mobile application space – where their competitors didn’t yet exist. Metova worked to build a proof of concept mobile application to assist with referrals by their nurse ambassadors, to be used as a foundation for functional expansion and integrate ongoing web activities to solve their nurse’s most pressing concerns in the field while increasing efficiency with their recruiters and support staff.

TNAA was relying on legacy technology as the backbone of their operations, which hampered their creativity when building-out solutions. Metova’s key development challenge was how to build and improve its user-facing web presence without disrupting internal operations. All while integrating with challenging infrastructure.

To solve these challenges, Metova worked to create an experience that factored in any technical limitations with legacy technology. Metova implemented data-driven design and development, clearing hurdles along the way until launch. Metova ultimately launched the website with positive feedback from the stakeholders, TNAA employees, and nurses.

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MARKETING SERVICES

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Metova addressed key SEO and marketing issues after reviewing those with our in-house marketing specialists. In a highly competitive space, this was crucial for TNAA to be competitive in organic searches.

Because TNAA desired a domain move from Nurse.TV to TNAA.com, technical SEO expertise was critical. Organic search is a large contributor to TNAA’s digital success and moving domains, if done improperly, can be devastating. Metova’s team of experts successfully navigated this precarious transition such that TNAA not only didn’t lose organic traffic nor domain strength but has since the transition consistently improved in rankings. The organic search traffic to the site is up.

Metova also took over SEM for TNAA and has since optimized all ad strategies bringing down the CPC (cost per click) while increasing volume with relevant traffic. Conversions via both SEO and SEM are up 100%+.

To Learn More About How Metova Can Help You Build the Future, visit: www.Metova.com/strategy

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WEB PORTALS

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One of the most critical items learned during the research and strategy phases of the project was that excessive points of friction existed throughout all of the processes related to on-boarding new nurses and continuing assignments with existing nurses.

Metova designed and developed new experiences for nurses to have more information at their fingertips, streamline the process of applying for new work, and connecting the nurses and the recruiting and support teams directly to provide more transparency and increased efficiency throughout the entire process. Internal recruiting teams at TNAA noted this was previously an area of least efficiency, creating a loss of productivity in nearly a third of their entire day, while nurses expressed frustration with their inability to manage their documents, meet critical deadlines and properly engage with their support team.

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A COMPLETE SOLUTION

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Metova’s approach to helping our partners follows our core phases of engagement:

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With TNAA, we provided services across the board to help identify a need and opportunity in the business, define and design solutions to meet those needs, build the roadmap needed to achieve those goals, and then develop and launch these solutions to meet their customer needs and continue to help grow their business with marketing services.

Metova can help you build the future, too.

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TNAA

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Founded in 1999, Travel Nurse Across America (TNAA) is a leading healthcare staffing agency that places travel nurses on assignments in all 50 states. TNAA provides a much-needed service to hospitals that may be understaffed or need to fill vacancies for full-time employees who are taking time off while allowing nurses with a sense of adventure to travel across America and earn a living. TNAA fosters a culture of honesty, transparency, and unmatched customer service. While business is thriving, TNAA knew that in order to provide the best service and experience, one that their employees and customers were coming to expect, they needed to update their digital offerings including their website and mobile apps.

In addition to needing a completely new external marketing site that employed technologies’ latest best practices, it needed to foster a shift in how TNAA engaged its users. TNAA had an internal website built on old technology that was “TNAA-focused” rather than “user-focused.” They needed Metova’s help to make a leap and transform how they conducted business via the web as well as mobile. Metova needed to create a user experience and interface that is driven based on quantitative and qualitative data to create best-in-class functionality in the crucial and complex processes around travel nursing job application and engagement.

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RESEARCH & STRATEGY

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Metova was able to quickly learn our businesses, understand the needs of our internal stakeholders and connect with the core of our organization, our recruiters and nurses to really understand the challenges of the business and the human factors at play to help create a solution for everyone to meet their needs.

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Metova conducted interviews with TNAA nurses and ambassadors as well as all of the executive stakeholders to ensure there was a clear understanding of not only what the business needs were, but ensuring that everyone’s needs could be addressed across all touchpoints. Metova also set up technical checkpoints to find out where users were engaging and view bounce rates, providing important feedback on how to restructure the website to promote engagement and ensure nurses are moving through the funnel with the goal of increasing conversion rates.

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DESIGN

[/fusion_title][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]We wanted a sleek, functional design that matched our culture, we foster a ‘family-like’ relationship between our recruiters and nurses and needed to convey and support that with our website.[/fusion_text][fusion_separator style_type=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”20px” bottom_margin=”” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_imageframe image_id=”24398|full” max_width=”450px” style_type=”” blur=”” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”center” lightbox=”no” gallery_id=”” lightbox_image=”” lightbox_image_id=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://metova.com/wp-content/uploads/2020/06/design_img@2x.png[/fusion_imageframe][fusion_separator style_type=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”20px” bottom_margin=”” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]

The design also needed to convey TNAA’s image as a respected, trusted staffing solution.

To accomplish this Metova coordinated a complete rebranding effort that impacted their entire business and technology. This effort included mapping out user action flows, primary and secondary UX flows, and content architecture diagrams as well as documents that drove the website wireframes. Metova organized and communicated outcomes of TNAA’s segmentation study, which led the design effort and provided the information needed for a final branding guidelines document.

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DEVELOPMENT

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Our old website didn’t support our culture or highlight our strengths, we also wanted a data-driven design based on our customer’s market segmentation and to use data to create a relational website – a shift from our transactional-based web presence of the past.

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TNAA also had a goal to be a market leader in their business vertical by venturing into the mobile application space – where their competitors didn’t yet exist. Metova worked to build a proof of concept mobile application to assist with referrals by their nurse ambassadors, to be used as a foundation for functional expansion and integrate ongoing web activities to solve their nurse’s most pressing concerns in the field while increasing efficiency with their recruiters and support staff.

TNAA was relying on legacy technology as the backbone of their operations, which hampered their creativity when building-out solutions. Metova’s key development challenge was how to build and improve its user-facing web presence without disrupting internal operations. All while integrating with challenging infrastructure.

To solve these challenges, Metova worked to create an experience that factored in any technical limitations with legacy technology. Metova implemented data-driven design and development, clearing hurdles along the way until launch. Metova ultimately launched the website with positive feedback from the stakeholders, TNAA employees, and nurses.

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MARKETING SERVICES

[/fusion_title][fusion_imageframe image_id=”24399|full” max_width=”” style_type=”” blur=”” stylecolor=”” hover_type=”none” bordersize=”” bordercolor=”” borderradius=”” align=”center” lightbox=”no” gallery_id=”” lightbox_image=”” lightbox_image_id=”” alt=”” link=”” linktarget=”_self” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]https://metova.com/wp-content/uploads/2020/06/marketing_services_img_hq@2x.png[/fusion_imageframe][fusion_separator style_type=”none” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” sep_color=”” top_margin=”” bottom_margin=”40px” border_size=”” icon=”” icon_circle=”” icon_circle_color=”” width=”” alignment=”center” /][fusion_text columns=”” column_min_width=”” column_spacing=”” rule_style=”default” rule_size=”” rule_color=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=””]

Metova addressed key SEO and marketing issues after reviewing those with our in-house marketing specialists. In a highly competitive space, this was crucial for TNAA to be competitive in organic searches.

Because TNAA desired a domain move from Nurse.TV to TNAA.com, technical SEO expertise was critical. Organic search is a large contributor to TNAA’s digital success and moving domains, if done improperly, can be devastating. Metova’s team of experts successfully navigated this precarious transition such that TNAA not only didn’t lose organic traffic nor domain strength but has since the transition consistently improved in rankings. The organic search traffic to the site is up.

Metova also took over SEM for TNAA and has since optimized all ad strategies bringing down the CPC (cost per click) while increasing volume with relevant traffic. Conversions via both SEO and SEM are up 100%+.

To Learn More About How Metova Can Help You Build the Future, visit: www.Metova.com/strategy

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WEB PORTALS

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One of the most critical items learned during the research and strategy phases of the project was that excessive points of friction existed throughout all of the processes related to on-boarding new nurses and continuing assignments with existing nurses.

Metova designed and developed new experiences for nurses to have more information at their fingertips, streamline the process of applying for new work, and connecting the nurses and the recruiting and support teams directly to provide more transparency and increased efficiency throughout the entire process. Internal recruiting teams at TNAA noted this was previously an area of least efficiency, creating a loss of productivity in nearly a third of their entire day, while nurses expressed frustration with their inability to manage their documents, meet critical deadlines and properly engage with their support team.

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A COMPLETE SOLUTION

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Metova’s approach to helping our partners follows our core phases of engagement:

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With TNAA, we provided services across the board to help identify a need and opportunity in the business, define and design solutions to meet those needs, build the roadmap needed to achieve those goals, and then develop and launch these solutions to meet their customer needs and continue to help grow their business with marketing services.

Metova can help you build the future, too.

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