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Rebuilding a Future-Ready Platform for Forget Me Not®, a Leader in Transformative Workplace Learning
Forget Me Not® needed a website that could do what their learning platform does: communicate complex ideas with clarity, adapt to different audiences, and scale without friction. We rebuilt it from the ground up.
What the Client Says
“Working with Pinecone Agency was an excellent experience from start to finish. The new website has transformed how we communicate the Forget Me Not® platform — it’s clearer, more intuitive, and far more aligned with our brand. We’re already seeing stronger engagement from visitors, and the site has become a real asset in our sales conversations.”
— Amruta Katkar Obvious Choice
The Challenge
Forget Me Not® — part of the Obvious Choice family — is a leader in transforming workplace learning across Australia. Rooted in behavioural science and powered by innovative technology, the brand delivers evidence-based microlearning that drives permanent behavioural change. Their footprint spans aged care and corporate sectors, with a growing audience that demands clarity, credibility, and sophistication from every touchpoint.
The existing website was not keeping up. The structure was outdated and difficult to update or scale. There was no clear separation between the aged care and corporate offerings, which meant visitors from either sector had to navigate content that was not relevant to them. Visual inconsistencies across pages undermined trust and usability. The CMS was rigid, making even basic content updates a bottleneck.
There were no tools in place for ongoing marketing or campaign support, and the site was missing opportunities for SEO, analytics, and content performance tracking. For a brand built on making complex learning accessible, the website was failing to do the same for its own value proposition.
The learning platform was world-class. The digital presence needed to match.
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The Approach
The core strategic challenge was serving two distinct audiences — aged care and corporate — from a single website without compromising the experience for either. We designed a dual-audience architecture with a content-switching modal that lets visitors self-select their industry on arrival. From that point, the entire experience adapts: service pages, case studies, resources, and CTAs all reflect the visitor's context.
The design needed to reflect the sophistication of the learning platform itself. We introduced a consistent design system with custom typography, brand colours, and a subtle interaction layer — micro-animations on hover, scroll-triggered reveals, and transitions that create a premium feel without slowing the experience down.
Information architecture was rebuilt to guide both audiences through clear pathways. CTAs were placed strategically to capture interest at the right moments, and the overall visual language was unified across 15+ pages to eliminate the inconsistencies that had been eroding trust.
The build was delivered in Webflow using Client-First naming conventions, with a focus on modularity, performance, and marketing infrastructure:
- Dual-navigation system with content-switching modal for aged care and corporate audiences
- Modular CMS structure for blogs, webinars, case studies, services, and product pages
- Internal design system and component library for visual consistency at scale
- Subtle animation and interaction layer across all key pages
- SEO optimisation: semantic HTML, structured content hierarchy, optimised metadata
- Analytics integration: Google Analytics 4, Google Tag Manager, Microsoft Clarity
- Comprehensive handover documentation and post-launch support
Technical Deep-Dive
Dual-Audiance Architecture
Forget Me Not® serves two distinct markets: aged care and corporate. We introduced a dual-navigation system with a content-switching modal that lets visitors self-select their industry on arrival and see only the content relevant to them. Service pages, case studies, and resources all adapt to the selected audience path, creating a focused experience without duplicating the site.
Modular CMS & Component Library
The entire site is built on a modular CMS structure using Client-First naming conventions in Webflow. Blogs, webinars, case studies, services, and product pages are all CMS-driven, giving the internal team full control over content creation and updates. A comprehensive component library and design system ensure visual consistency as the site scales.
Brand-Aligned Visual Design
We introduced a consistent design system with custom typography, brand colours, and a subtle animation and interaction layer. Every page reinforces the Forget Me Not® identity — from micro-interactions on hover to scroll-triggered reveals — creating a premium feel that matches the sophistication of the learning platform itself.
SEO & Analytics Foundation
SEO best practices were built into every page: semantic HTML, optimised metadata, structured content hierarchy, and performance tuning. Google Analytics 4, Google Tag Manager, and Microsoft Clarity were integrated from launch, giving the team full visibility into traffic sources, user behaviour, and content performance from day one.
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Results and Impact
The new website launched at a pivotal moment for Forget Me Not®. The post-launch period has shown strong engagement from organic search and a noticeable uplift in how visitors interact with key pages. More importantly, the improved UX and clearer messaging have had a direct impact on sales and demo conversations.
The behavioural signals are early but encouraging. The website is now doing what it should have been doing all along: communicating a complex learning platform with the clarity and confidence that enterprise buyers expect. When prospects visit after a demo or a conversation, the site reinforces the value proposition rather than undermining it.
That alignment between the platform and its digital presence is already making a measurable difference.
What We Delivered
The project scope covered a complete website rebuild: UX strategy and multi-audience site architecture, custom UI design across 15+ pages, full Webflow development using Client-First naming, CMS development for blogs, services, webinars, and case studies, an internal design system and component library, subtle animation and interaction layer, SEO optimisation, analytics and tracking integration (GA4, Clarity, GTM), and comprehensive handover documentation with post-launch support.
Key Takeaway
Evidence-based microlearning is a sophisticated product. Communicating its value to two distinct audiences — aged care and corporate — from a single website requires more than good design. It requires architecture that adapts, content systems that scale, and a visual language that builds trust from the first interaction.
Forget Me Not® had the learning platform and the market credibility. Pinecone Agency built the digital experience to match — and the early results show it is already changing how prospects engage with the brand.
The website is now as clear as the learning it represents.
Ready to rebuild your platform for clarity and scale?
Let's talk about how Pinecone Agency can build a digital presence that works as hard as your business.
