Homecare Website Redesign
Website redesign
Redesigned the website to increase user retention and conversion rates after researching target user group by improving readability, enhancing user flow, and creating a more interactive visually engaging experience.
The problem
Information Overload: Pages were filled with long paragraphs and dense blocks of unstructured text.
Content Quality Issues: Numerous grammar mistakes, improper capitalizations, and repetitive messaging hurt credibility.
Lack of Visual Hierarchy: Few images and lots of text site feel overwhelming.
Unclear Navigation: There was no clear user flow or guidance on what to do next.
Poor Aesthetic Design: The color palette lacked contrast and harmony and did not help the target user group.
Mind Map
Affinity Map
Persona & Need Analysis
Margaret Ellis
The Senior Spouse
Age: 72
Occupation: Retired teacher
Location: Suburban New Jersey
Tech Comfort Level: Low to moderate
Devices Used: Desktop at home, occasional tablet use
Motivation: Find reliable home care for her husband recently diagnosed with early-stage Alzheimer’s
NEEDS & GOALS
Often overwhelmed by long-form content and confusing navigation
Clarity: Prefers simple, linear information. Easy-to-understand explanations of care options and services.
Trust: Assurance of legitimacy, professionalism, and compassion
Accessibility: Large fonts, high contrast colors and clear buttonsAccessibility: Large fonts, high contrast colors and clear buttons
David Chen
The Adult Child Decision-Maker
Age: 39
Occupation: Software Engineer
Location: Queens, New York
Tech Comfort Level: High
Devices Used: Smartphone, Laptop, Desktop
Motivation: Find reliable and compassionate home care for his aging mother with mobility issues
NEEDS & GOALS
Juggles care decisions with full-time job, parenting, and parent caretaking
Efficiency: Quick summaries, seeks quick, actionable information
Credibility: Verified reviews, certifications, and testimonials to help justify decisions
Support Tools: Eligibility checkers, or chat support for quick answers
Maria Lopez
The Aspiring Caregiver
Age: 42
Occupation: Certified Home Health Aide (HHA)
Location: Bronx, New York
Tech Comfort Level: Moderate
Devices Used: Smartphone, Laptop
Motivation: Seeking flexible caregiving work close to home to support her family
NEEDS & GOALS
Wants to quickly see qualifications, documents needed, and application steps
Easy Application Process: Needs a mobile-friendly, short application with upload capability
Trust in Employer: Wants to feel secure and respected as a caregiver—transparency matters
Fast Contact Options: Prefers to call or Email for quick application updates
User Flow Diagram
The Solution
Content Overhaul (UX writing)
Rewrote all text to be SEO optimized content with keywords after consultation with SEO specialist. Made the content scannable, concise, and action-oriented.
Included verified certifications throughout the website to assure users of the company’s professionalism and compliance.
Increase Retention & Conversion Rates
Increase user interaction and retention rate using eligibility checkers, fall risk assessment, etc
Made use of chat support for quick answers and response time
Defined User Flow
Reorganized content into clear sections (Home, About, Services, Locations, Find Jobs, Request Care)
Strategic CTA placement on all pages (phone and email buttons) ensuring users could get in touch immediately without scrolling or searching.
Visual / UI Enhancement
Introduced relevant icons and custom illustrations to add visual interest.
Developed a complimentary, accessible color scheme using contrast guidelines.
Chose modern typography with clear heading hierarchy and readable body text.
