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Caregiver Homepage - Care.com

About Care.com

Care.com is a marketplace for families and caregivers to match based on things such as pay, schedule, and quality of care. I worked on a team focused on the caregiver experience, focused on helping them improve their chances of finding a job on our platform.

I should note that my team was solely responsible for the entire caregiver experience (exactly half of the product), one which has largely been neglected for many years.

About the Project

The MHP, or Member Home Page, is a webpage that is the hub for users, and it is the place to which all other pages are connected. Our team of a PM, a marketer, a UX writer, a lead developer, and a designer (me), worked closely together to not just "re-skin" the current page, but also to address some major user pain points and improve a few key metrics. Some key metrics we were focused on:

  • Improve the company's NPS score from Caregivers
  • Improve overall engagement of users and encouraging them to return to the site regularly
  • Get more users to become "CarePro"
  • Get more users to request reviews
  • Get users to purchase background checks
  • Get users to access (and edit) their own profile
  • Maintain a high job application rate
  • Get users to join and participate in the Care.com Community (forum)
  • Get users to search for and apply to other service-type jobs

The Before

I took some notes on some low-hanging fruit for improving the MHP before workshopping with my team. Here are some big takeaways.

User Research

Some of our early explorations into the minds of our users included making empathy maps, like below. In addition to making these, we regularly interviewed our users, created user tests on Usertesting.com, surveyed our members to gain quantitative data, and read Appstore reviews (and other forms of user feedback) daily. Additionally, we ran a 2-week diary study, followed by making a detailed user journey/persona using our findings.

A photo taken by the head of design, titled "Alice - Badass Thinker"

An empathy map of a "part-time caregiver"

A combined user journey map and persona

Initial Concepts and Inspiration

As a team, we came together to look at inspiration from similar platforms. We then did a "crazy eights" exercise to get some ideas out there from everyone on the team. To my delight, my idea was NOT the winner... it came from our lead developer!

Ziprecruiter MHP

The winning idea from our lead developer

Information Architecture

When coming up with a completely new structure for a page, it is extremely important to consider how the IA is going to be restructured and displayed.

When restructuring the IA, you have to consider not only where the page links will live, but what information you are surfacing "above the fold".

By doing this exercise, we could estimate what components of the page users would engage most with, and also make sure users could navigate to important pages very easily.

Final Design

The final design, still being iterated upon to optimize key metrics, looks like this.

User Tests

User testing feedback was overwhelmingly positive. Some users who had been previous Care.com members vowed to return to the site after going on hiatus for several years. In general, people thought the information on the page was extremely useful, clear, and informative.

Some feedback from Usertesting.com

Metric Results

To our frustration, a lot of the metrics we tracked came out flat, if not slightly negative. However, one clear positive metric emerged.

The number of people requesting and receiving reviews on the platform increased by 17% on desktop and 45/30% on mobile web.

Takeaways

Although a lot of metrics came out flat or negative, I would still consider this project a huge success for a number of reasons.

  1. Considering the sheer importance of reviews on a marketplace platform, the fact that we're seeing a huge increase in reviews is a tremendous win for improving the overall perception of "provider quality" on the platform.
  2. Since we did our due diligence of user research, the company as a whole knows a whole lot more about our providers and the pain points they have. We have uncovered a lot of misconceptions about our users and brought to light major issues that providers are having when trying to get a care job.
  3. We have updated a highly trafficked page to our Pattern Library AND make it responsive without completely breaking the site. Now it will be infinitely easier to iterate upon our existing design, and the changes will carry over to both desktop and mobile web.

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