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Delivering measurable CX transformation: 

0%

Google Lighthouse Accessibility Score

0 million

Customers served (signed up and engaged in services)

0 pages

Content audited and migrated

“Dapth enhanced the Customer Experience for APM's global site with a truly accessible, modern and intuitive design…the impact of this redesign and redevelopment was significant and far-reaching, they continue to ensure the site remains secure and supported.”

Corey Stephenson, APM Group Perth

Digital solutions

The APM Group is headquartered in Perth, Western Australia and operates in 11 countries worldwide. Their recent CX transformation was a comprehensive, customer-focused initiative designed to deliver on their brand promise, in the form of a world-class, fully inclusive, intuitive and engaging digital experience for APM’s global audience – which  meets the WCAG AA accessibility standards.
 
This project placed human-centred design and inclusivity at its core, ensuring that every customer and potential customer, regardless of ability, could easily access information, resources and services.

The process

Empowering Accessibility: APM's website redesign journey

The Challenge

APM faced a significant challenge with its existing website built on Kentico 12, which was no longer receiving support. This necessitated an upgrade to Kentico 13. While the content and site structure were to remain unchanged, a comprehensive redesign of the user interface (UI) and user experience (UX) was essential. One of the major hurdles for Dapth was the data migration process, particularly ensuring that all existing page routing was preserved to maintain SEO integrity. This involved a careful strategy for managing redirects across the site to prevent any loss of SEO ranking.


The Solution

Dapth implemented a multifaceted solution to enhance APM's website, beginning with a comprehensive UI/UX facelift that created a more modern and user-friendly experience. We successfully upgraded the site from Kentico 12 to Kentico 13, ensuring that all existing functionalities were retained and improved. In addition, we meticulously migrated approximately 3,000 content pages, including news and blog posts, while carefully managing redirects and URL rewrites to maintain SEO rankings. To further enhance the site’s inclusivity, we conducted thorough testing to ensure compliance with WCAG AA accessibility standards.   

During the migration process, we transferred approximately 3,000 content pages. This included various types of content, ensuring that the integrity of the information was maintained throughout the upgrade. 

Steps

From comprehensive analysis of APM’s unique needs to meticulous testing and implementation, here’s how we transformed their website into a seamless, user-friendly platform.


Customer Insights & Qualitative Research

Our process began with in-depth discovery workshops and stakeholder engagement to understand the diverse needs of APM’s audiences across Australia, New Zealand, Singapore, and beyond. We gathered qualitative insights from users, clients, and internal teams to identify pain points, accessibility barriers, and opportunities for improvement. These insights directly informed the design and migration strategy, ensuring solutions were grounded in real-world user needs.

Data Analytics & Experience Measurement

Throughout the project, we leveraged analytics to assess user journeys, content engagement, and accessibility performance. This enabled us to prioritise enhancements that would deliver the greatest impact, such as streamlining navigation, improving search functionality, and optimising for mobile. The result was a measurable uplift in user engagement, meeting WCAG AA standards and achieving a 98% Google Lighthouse Accessibility Score reflecting the success of our inclusive design approach.

Service & Experience Design

We delivered a modern, user-friendly interface and seamless experience across four major APM sites, migrating over 3,000 pages of content while maintaining SEO integrity. Our team designed for accessibility from the outset, rigorously testing against WCAG AA standards to ensure the site was welcoming and usable for all. 

Prototyping, user testing, and iterative validation were embedded throughout, allowing us to refine the experience based on direct feedback.

User Testing & Validation

Rigorous user testing and validation were conducted at every stage, involving participants with diverse abilities to ensure accessibility and usability. This iterative process allowed us to address issues early and deliver a platform that meets the needs of all users, including those with disabilities.

Stakeholder Engagement & Strategy

We worked closely with APM’s leadership team, IT, Risk, Legal and Technical teams, as well as Content owners through collaborative workshops and regular check-ins. This ensured alignment with organisational goals, built buy-in and empowered teams to champion the new platform. The project’s strategic focus on accessibility, security, and user experience has reinforced APM’s brand as a leader in inclusive employment and support services.

Empowering accessible growth

We supported their vision and growth not just locally, but on a global level

The project encompassed the redesign and migration of four distinct sites: APM AU, APM NZ, Employable Me, and Ingeus Singapore. Through our comprehensive approach, we successfully migrated thousands of pages of content and ensured the transition to Kentico 13 was seamless. Dapth’s commitment to maintaining SEO performance, enhancing user experience, and achieving compliance with accessibility standards set the foundation for APM’s future growth.

The impact of Dapth’s work on APM’s website redesign and development was significant and far-reaching. By upgrading from Kentico 12 to Kentico 13, we not only ensured the site remained supported and secure, but we also enhanced the user experience with a modern, intuitive design.

Through these efforts, Dapth not only revitalised APM’s digital presence but also positioned the organisation for future growth, reinforcing its commitment to delivering valuable services to its diverse audience. The improved accessibility features have made the website more inclusive, allowing APM to better serve individuals with disabilities and ensuring compliance with global accessibility standards. This has not only broadened APM’s reach but also demonstrated its dedication to inclusivity and user-centric design.

Brand Building & Long-Term Impact

By prioritising human-centred design and accessibility, the new APM website has broadened the organisation’s reach, strengthened its brand reputation, and positioned it for continued global growth. While formal NPS metrics are still being established, early feedback and engagement data suggest a significant uplift in user satisfaction and advocacy.

Services Delivered:

  • Qualitative research and stakeholder engagement
  • Data analytics and experience measurement
  • Service and Customer Experience design (CX/UX/UI)
  • User testing and accessibility validation
  • Stakeholder workshops and strategic facilitation
  • Content migration and SEO management
  • Accessibility compliance (WCAG AA) 

The leadership, Brand, Marketing and CX teams formed a cross-function team with us to deliver measurable transformation. This demonstrates the power of a human-centred, inclusive CX approach - delivering measurable improvements in accessibility, user engagement, and brand value for APM Group and its global audience. Since doing this project we have done 7 more sites – including in Spanish, Korean, Swedish and more – using our HCD approach, liked to technical, delivery expertise.

These outcomes show strong alignment with the strategic and delivery priorities of the enterprise:

  • Reframing and modernising the experience of a low-engagement domain: 
     APM’s challenge was to reposition a complex and functional site into a welcoming, empowering and accessible entry point to life-changing services - across 11 countries.
  • Emotionally intelligent, human-centred design: The APM site placed inclusive, emotionally attuned design at its core - ensuring that users of all abilities felt seen, supported and able to engage with confidence.
  • Measurable experience transformation: APM’s site achieved a 98% Google Lighthouse Accessibility Score, served over 1 million users, and migrated 3,000+ pages while maintaining SEO integrity.
  • Cross-functional collaboration and stakeholder alignment: This initiative brought together Brand, CX, IT, Legal, Risk and diverse Content owners through workshops and Stakeholder co-design sessions to ensure strategic alignment and internal buy-in.
  • Platform scalability and technical depth: APM’s redesign was not a one-off project but the foundation for global expansion - since launch, the team has delivered seven more localised sites (including in Spanish, Korean and Swedish), underpinned by the same HCD methodology.
  • WA-based, globally proven: APM is headquartered in Western Australia with a global footprint. The success of this program reinforces our ability to deliver complex, secure and accessible digital solutions with both local sensitivity and international scalability.

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