Improving Senior Care

With tech debt and unnecessary workarounds, Caring was in need of an upgrade to both their care seeker and partner experiences.

COACHING CLIENTS TO NEW HEIGHTS

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Client
When
Nov 2022 - Nov 2023
Services
User Research
Design Strategy
Visual Design
Website
Project Overview

Reimagining Caring's Digital Tools

Caring.com is a leading online resource that helps families find senior care options, offering expert advice, reviews, and tools to compare services like assisted living, home care, and nursing homes. In addition to its consumer-facing platform, Caring provides a suite of tools for managing partner facilities, used by both partner users and Caring's internal teams.

Like many companies with decades of success, Caring found that its internal and external tools were becoming outdated and limiting its ability to adapt to future needs. Recognizing the need for greater flexibility and scalability, the company embarked on a comprehensive overhaul. The project was divided into two phases, addressing both the consumer and partner sides of the business to modernize and future-proof its platforms.

Phase 1 - Careseekers

Create an intuitive experience for careseekers, enabling them to quickly and effortlessly schedule visits with care providers

Phase 2 - Partners

Develop a tool that enables both partners and Caring's admin team to create new locations, manage users, and, most importantly, report successful move-ins efficiently.

The Team

A total of 45 team members collaborated across both phases to drive Caring’s modernization efforts. Below are the key roles I engaged with throughout phases 1 and 2.

Able

Jennifer Fragale

Director, Product Management

Oscar Pineda

Engineering Manager

Bret Riedel

Senior Product Designer

Evan Andrews

Principal Product Manager

Alejandro Cavazos

Senior Software Engineer

Cliff Brookes

Senior Product Designer

Caring

Ben Jackowitz

VP of Digital Experiences

Han Hwang

VP of Sales

Avril Langevine

Director of SEO

Jason Persinger

Chief Marketing Officer

Denise Graab

Director of Reviews

Brittany Sampson

Director of Operations

“Our current technology is crippling our growth.
We’re jeopardizing the future of the business.”

Phase 1

Careseeker Experience

Careseekers, often the adult children of aging parents, are searching for senior care facilities they can trust. Caring.com serves as a trusted resource, offering personalized guidance through its Family Advisors and reviews from residents.

The Problem

Careseekers face challenges finding quality care for their loved ones due to Caring's outdated tools and inefficient search process.

Areas for Improvement

In my role as design support, I focused on alleviating the team’s workload by taking on smaller projects and providing assistance where needed. By handling these tasks, I allowed the core team members to concentrate on larger initiatives. My contributions not only streamlined processes but also ensured that project timelines remained on track.

Search

The existing search feature was buried below the fold and positioned in a corner of the main navigation. With the results appearing slowly and often having issues, search had plenty of room for improvement.

Listings

The listings were disorganized and failed to capture the unique characteristics of each location. Additionally, the mobile layout lacked the responsiveness needed to accommodate growing mobile traffic.

Reviews

The most critical factor for careseekers in selecting a care venue was the reviews, as they offered valuable insights into the genuine experiences at these locations. However, the current reviews were often confusing and were rejected over 50% of the time.

Search

As the team explored new concepts and aimed to make a significant impact from the project's outset, we encountered a divide. I joined the project to investigate innovative search options for users while preserving elements of the existing experience that the Caring team valued.

Listings

The site featured two types of listings: Basic and Enhanced. The Caring team regularly sought out new providers in the area, creating Basic listings for them. In contrast, providers that chose to partner with Caring received Enhanced listings, which effectively attracted more residents to their facilities.

Reviews

Reviews are vital to Caring's business, so facilitating an easy review process was a top priority for me. I collaborated closely with the Director of Reviews and discovered that over 50% of submitted reviews were rejected for not adhering to brand guidelines. By displaying these guidelines in the right column, we increased the approval rate of reviews and significantly reduced the time the Caring team spent communicating with rejected reviewers about resubmissions.

Phase 1 Results

The Impact

The changes to Caring.com went live in mid-2023 and have already made a significant impact. With a clearer search process and improved results, finding the right care location has become much easier for care seekers. Caring.com can now take pride in the experience it offers visitors, no longer needing to view competitors with envy.

Appointments

Requests for visits have risen by 13% over the past six months.

Reviews

Since the launch, rejected reviews have decreased by 56%, thanks to the increased visibility of the guidelines.

Phase 2

Partner Experience

Each partner required effective management of their location, but Caring's existing partner portal (often referred to as the provider portal) was plagued with issues. Since the business depended on partners to report when a careseeker found a new home at their facility, the platform's inability to meet the unique needs of these facilities forced the Caring team into relying on workarounds and inefficient processes.

The Problem

Caring's primary tool for partner management was outdated, non-intuitive, and limiting revenue.

Relying on partners to report when a careseeker found a new home at their facility, the business faced challenges due to a platform that couldn’t accommodate the unique needs of these facilities. This limitation forced the Caring team to rely on workarounds and created an inefficient process.

“We can’t keep track of the communities with 800 leads that only report a few. That creates alot of work for our team to track down and report each move-in.”

Summary

Rethinking partner tools for senior living facilities

Caring's existing partner portal was riddled with technical debt, which forced users to perform workarounds for some of their most important tasks. Among these tasks, submitting successful move-ins to their facilities was the top priority.

When a visitor came to Caring.com in search of care for themselves or a loved one, they were shown a list of potential locations to learn more about. Once they found the right facility and moved in, the partner needed to submit that move-in through the Partner Portal. Caring charged the facility a fee for each move-in, with a rate predetermined during the partner onboarding.

Through thorough exploration of the existing tool, ongoing research, and close collaboration with the Caring team, we developed an intuitive application that streamlined processes for both partners and Caring team members. Caring's long-term vision was to create a tool that all providers would eventually pay for to help them manage their businesses more effectively.

Research

Learning the Tool

With an existing application already in use, users were aware of its strengths and identified new features that could add value for themselves and their partners. Throughout the project, we conducted ongoing research to gather extensive insights as we collaborated closely with the Caring team.

Tool Exploration

While I waited to schedule interviews with stakeholders, I was granted access to the existing portal. My first step was to explore the platform to build foundational knowledge for the interviews and workshops I would lead.

To get up to speed as quickly as possible, I needed to understand the terminology users were using. I requested to be onboarded in the same way as a partner, allowing me to experience the platform from their perspective. This involved a one-hour video call with a PSS team member, who guided me step by step through the process.

Interviews

The goal of the one-on-one stakeholder interviews was to ensure alignment between our team and Caring from the very beginning. We aimed to create a partner portal that would provide significant value to partners while improving efficiency for Caring team members in their daily tasks.

Over the course of 10+ stakeholder interviews, I encouraged stakeholders to share their screens, adopting a contextual inquiry approach that allowed them to demonstrate exactly how they conducted their daily activities.

The interviews often highlighted key points, leading to intriguing follow-up questions and insights that would require input from a larger group during workshops, ensuring we avoided creating solutions in isolation.

Client feedback from the initial discovery phase

Requirement Gathering

Understanding what needed to be built started by bringing all stakeholders together to map out the essential functionalities to carry over into the new version. We then identified new requests that would add significant value to the platform. After mapping all the features, our internal team strategized the rollout plan and determined feature prioritization.

Establishing a Cadence

As it became evident that finalizing each individual feature within the partner portal would require input from multiple stakeholders and numerous sessions, I established a regular cadence to ensure that both the Able and Caring teams continued to make progress.

Weekly Plan

Given the fast pace of our research, design, and development processes, we needed an efficient way to gather input from the large group. We implemented two Portal Team Workshops to facilitate quick feedback on new features.

Initially, there was concern that team members might feel obligated to attend these sessions, so I addressed this by sending a Slack message the day before each session and updating the calendar invite to clarify the topic. This allowed those whose roles didn’t pertain to the discussion to opt out.

To ensure I had enough content for review, I blocked off the rest of my calendar to focus on design work between sessions.

Continuous Workshops

Workshops were held twice weekly throughout the 12-month project to gather requirements for each feature. With speed being essential, we conducted research, design, and development in parallel. My goal in each workshop was to identify potential obstacles that could necessitate redesigns and rebuilds of various aspects of the tool.

In the initial workshops, we included around 20 users to capture diverse perspectives from those using the tool and ensure no requirements were overlooked. As the sessions became more focused on specific features, the number of participants decreased, involving only those with the deepest knowledge of each area.

Biggest Areas of Opportunity

After completing the initial workshops, where we identified which legacy features to retain and which new requests to incorporate, we began to solidify the requirements. It quickly became evident that several key problem areas needed to be addressed.

Impersonation

For Caring team members to make changes to partner accounts, they had to 'impersonate' a partner user, editing the partner's information from that perspective. This approach led to a lack of accountability tracking and was counterintuitive, as partners had more capabilities than Caring, the tool's owner.

Creating a Location

A third-party form was used to capture all information for gathering partner and location data. However, the form was cumbersome, consisting of four separate pages. Because it is hosted by a third party, Caring lacked full control over the form, leading to inefficient navigation and suboptimal user experience.

User Management

Users required permissions based on their roles and seniority levels. However, the system was limited to only five permission group settings, which failed to accommodate the complexity of user needs. Each user needed to have the ability to create, read, update, and delete (CRUD) content as part of their permission settings.

Report Move-Ins

Successful referrals (or leads) needed to be reported in the Partner Portal for Caring to bill the partners effectively. However, the existing system was non-intuitive and lacked essential features.

Impersonation

Recognizing that Caring team members and partners often needed to perform similar actions within the tool, I conceptualized a unified interface that integrated their experiences into a single application. This approach not only streamlined workflows but also tailored content and functionality based on the user's role and team, enhancing efficiency and collaboration.

Admin Abilities

The current model required Caring admins to impersonate partner users, accessing the tool from their perspective. This approach not only created numerous issues but also extended development time.

To address this, I created a mock-up diagram and collaborated with our development team to ensure the functionality could be implemented effectively while alleviating any concerns from the Caring team.

Creating a Location

The existing process for creating a partner was lengthy and lacked customization for different facility types. This led to user confusion, as some questions were irrelevant to their specific situations but still needed to be answered to complete the form.

Existing 3rd Party Form

The existing process required partners to complete the form in a single attempt, without the option to save their progress. Additionally, it failed to account for the unique nuances of each location type, leading to limitations that often resulted in inaccurate submissions.

Dedicated Sessions

During the design phase of the location creation flow, the bi-weekly workshops proved invaluable. What began as a broad requirements-gathering exercise for the entire portal quickly revealed the complexity of each feature.

By repurposing the workshops to focus on the specific feature being designed, I was able to obtain immediate feedback. Since we were simultaneously researching, designing, and building to meet our deadlines, any new requirements identified during the workshops were promptly communicated to the development team.

Full Flow

Over the course of two months and 20+ workshops, we collaboratively refined the create location flow to address all known variables essential for each location. This iterative process not only helped us identify and solve potential challenges but also ensured that the final solution was tailored to meet the diverse needs of each location type.

User Management

In the existing portal, users were limited to selecting from just five predetermined permission groups, which lacked the necessary flexibility to meet the diverse needs of users.

Gathering Requirements

Through a series of focused user permission workshops, we identified the essential capabilities needed for both internal and external users. We initially explored the concept of allowing users to create and assign custom ‘roles’ for new user onboarding.

However, after testing this approach with a new partner, we discovered misalignments between the roles and the actual user needs, leading to significant complications. This valuable insight prompted us to refine our strategy, ensuring a more streamlined and effective onboarding process.

Creating Users

Creating user accounts was a complex task that necessitated multiple workshops to fully understand the requirements of each partner. Each user had distinct needs regarding access to locations, as well as varying notification capabilities essential for their roles.

To address this complexity, we conducted thorough evaluations of user needs, which led us to develop a set of standardized templates. These templates allowed users to select configurations tailored to their specific responsibilities, facilitating a faster and more efficient onboarding process.

To streamline the user creation process, we established four primary permission levels—Create, View, Edit, and Delete. This framework provided a clear structure for access rights, ensuring that partners could easily navigate and manage their user permissions.

By implementing these templates, we not only improved the efficiency of user account creation but also enhanced the overall experience for both partners and their users, paving the way for a more organized and effective system."

Managing Users

Users could now be displayed in a unified view, showcasing their location access and notification preferences. This consolidated view made it easier for administrators to manage user roles and ensure that each individual had the appropriate access and alerts tailored to their needs.

Reporting Move-Ins

When an individual successfully moved into a location, the partner was required to report this move-in. However, the existing process was convoluted and unintuitive, leading to confusion and delays in reporting.

Referrals

Each partner could access a comprehensive list of referrals from family advisors in one centralized location. With the implementation of an enhanced reporting system for successful move-ins, Caring admins experienced a significant reduction in their workload.

Reporting Move-Ins

Previously, the move-in process was cumbersome, requiring partners to have all their information prepared at once. By collaborating closely with the developers, we developed a solution that allowed partners to enter the move-in date initially and return later to complete the remaining details.

Phase 2 Results

The Impact

With a portal now designed to efficiently address the unique needs of both partners and Caring team members, Caring is poised to pursue its long-term goal of transforming the portal into a revenue-generating tool.

Move-Ins

In the months following the portal's launch, reported move-ins have risen by 10%.

Locations

Achieved an 8% increase in locations created on the portal while reducing the need for assistance from Caring admin members.

Work With Me

Have a story to tell? Lets work together.

contact@cliffbrookes.com
+1 (609) 238-2197
Miami
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