José Arias

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José Arias

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José Arias

CareCore

Redesigning the Experience Across Onboarding, Profiles, and Web

Shipped

Improving clarity, completion rates, and employer decision-making for a dual-sided caregiver job platform connecting caregivers with service providers and patients who need specialized support.

Note: Per a non-disclosure agreement signed by both parties, the name of the client was changed. Elements of the work produced for this project have been modified or omitted in their entirety.

Industries

Healthcare
Employment

Tools

Sketch
Paper sketching

Focus Areas

Strategy
Mobile Design
Web Design
Accessibility
Information Architecture

Team

Founder
Developer
Caregiver Specialists
UX Design Contractor (me)

Tools

Sketch
Paper sketching

Industries

Healthcare
Employment

Work

Strategy
Mobile Design
Web Design
Accessibility
Information Architecture

Team

Founder
Developer
Caregiver Specialists
UX Design Contractor (me)

Project Status

Shipped 2018

↑ 18%

Increase in onboarding completion rate

↑ 18%

Increase in onboarding completion rate

↑ 25%

Faster task completion observed in guerrilla user testing (n=8)

↑ 25%

Faster task completion observed in guerrilla user testing (n=8)

↑ 18%

Increase in onboarding completion rate

↑ 25%

Faster task completion observed in guerrilla user testing (n=8)

Overview

Background

CareCore was a HIPAA-compliant healthcare job marketplace connecting caregivers with patients who need specialized support. When I joined, workflows across the platform and website had inconsistencies, bugs, and gaps that slowed onboarding, reduced profile clarity, and weakened the brand’s digital presence.

My goal: streamline onboarding, restructure caregiver profiles, and modernize the website to create a more intuitive, trustworthy, and scalable user experience.

Overview

Background

My goal: streamline onboarding, restructure caregiver profiles, and modernize the website to create a more intuitive, trustworthy, and scalable user experience.

Context & Opportunity

Acting Before the Cracks Spread

The platform and its public site both needed immediate attention:

In-product: Low caregiver onboarding completion rates, incomplete caregiver profiles, and inconsistent navigation patterns.

Web site: Unclear design and information hierarchy, and limited mobile optimization — creating a mismatch between marketing and the actual product platform experience.

By addressing both areas in parallel, we could improve the experience for existing users while attracting and converting new ones.

The platform and its public site both needed immediate attention:

In-product: Low caregiver onboarding completion rates, incomplete caregiver profiles, and inconsistent navigation patterns.

Web site: Unclear design and information hierarchy, and limited mobile optimization — creating a mismatch between marketing and the actual product platform experience.

By addressing both areas in parallel, we could improve the experience for existing users while attracting and converting new ones.

The platform and its public site both needed immediate attention:

In-product: Low caregiver onboarding completion rates, incomplete caregiver profiles, and inconsistent navigation patterns.

Web site: Unclear design and information hierarchy, and limited mobile optimization — creating a mismatch between marketing and the actual product platform experience.

By addressing both areas in parallel, we could improve the experience for existing users while attracting and converting new ones.

The Challenge

Design Barriers Hidden in Plain Sight

The platform served two distinct audiences: caregivers (many with limited digital experience) and employers (including service providers and families seeking patient care). Both struggled with:

Onboarding that felt long and unclear.

Profiles that buried the information employers needed most to make decisions.

Navigation that slowed task completion and undermined trust.

Meanwhile, the web site wasn’t doing its job as a conversion tool. It lacked:

Clear pathways to sign up or learn more.

A visual style that matched the product’s interface.

Mobile performance optimizations for an increasingly mobile-first audience.

The platform served two distinct audiences: caregivers (many with limited digital experience) and employers (including service providers and families seeking patient care). Both struggled with:

Onboarding that felt long and unclear.

Profiles that buried the information employers needed most to make decisions.

Navigation that slowed task completion and undermined trust.

Meanwhile, the web site wasn’t doing its job as a conversion tool. It lacked:

Clear pathways to sign up or learn more.

A visual style that matched the product’s interface.

Mobile performance optimizations for an increasingly mobile-first audience.

The platform served two distinct audiences: caregivers (many with limited digital experience) and employers (including service providers and families seeking patient care). Both struggled with:

Onboarding that felt long and unclear.

Profiles that buried the information employers needed most to make decisions.

Navigation that slowed task completion and undermined trust.

Meanwhile, the web site wasn’t doing its job as a conversion tool. It lacked:

Clear pathways to sign up or learn more.

A visual style that matched the product’s interface.

Mobile performance optimizations for an increasingly mobile-first audience.

Process and Approach

Rebuilding for Trust and Ease-of-Use

01_Identifying the Gaps

I ran guerrilla usability tests with caregivers, audited workflows, and interviewed stakeholders to uncover usability issues.

In parallel, I audited the marketing site’s IA and visual design, pinpointing points of friction in the conversion journey.

02_Accessibility and Performance Enhancements

Across both the product and marketing site, I optimized for WCAG contrast, touch targets, and clear error states — while recommending backend adjustments to speed up load times.

03_Targeted Improvements: In-Product

Onboarding: Reduced steps, added progress indicators, and simplified instructions.

Profiles: Reorganized content to surface qualifications, availability, and reviews above the fold.

Navigation: Standardized interaction patterns for faster wayfinding and fewer dead ends.

Onboarding: Reduced steps, added progress indicators, and simplified instructions.

Profiles: Reorganized content to surface qualifications, availability, and reviews above the fold.

Navigation: Standardized interaction patterns for faster wayfinding and fewer dead ends.

Onboarding: Reduced steps, added progress indicators, and simplified instructions.

Profiles: Reorganized content to surface qualifications, availability, and reviews above the fold.

Navigation: Standardized interaction patterns for faster wayfinding and fewer dead ends.

04_Targeted Improvements: Web Site

Visual Refresh: Updated typography, color palette, and layouts to align with the in-product UI for a cohesive brand experience.

Information Architecture: Restructured content to guide both caregivers and families toward action, with clear calls to sign up or request information.

Mobile Optimization: Improved responsiveness and load times to better serve users on slower networks or older devices.

Visual Refresh: Updated typography, color palette, and layouts to align with the in-product UI for a cohesive brand experience.

Information Architecture: Restructured content to guide both caregivers and families toward action, with clear calls to sign up or request information.

Mobile Optimization: Improved responsiveness and load times to better serve users on slower networks or older devices.

Visual Refresh: Updated typography, color palette, and layouts to align with the in-product UI for a cohesive brand experience.

Information Architecture: Restructured content to guide both caregivers and families toward action, with clear calls to sign up or request information.

Mobile Optimization: Improved responsiveness and load times to better serve users on slower networks or older devices.

Solution

From Friction to Flow

Onboarding became a guided, predictable process, reducing points where users got lost.

Profiles transformed into trust-first snapshots, helping families decide quickly.

Navigation became consistent and intuitive, reducing extra clicks.

The marketing site became a true reflection of the product’s value, visually aligned, mobile-friendly, and clear in its messaging.

Onboarding became a guided, predictable process, reducing points where users got lost.

Profiles transformed into trust-first snapshots, helping families decide quickly.

Navigation became consistent and intuitive, reducing extra clicks.

The marketing site became a true reflection of the product’s value, visually aligned, mobile-friendly, and clear in its messaging.

Onboarding became a guided, predictable process, reducing points where users got lost.

Profiles transformed into trust-first snapshots, helping families decide quickly.

Navigation became consistent and intuitive, reducing extra clicks.

The marketing site became a true reflection of the product’s value, visually aligned, mobile-friendly, and clear in its messaging.

Results and Impact

A Launch Pad for the Next Release

Prototype testing and stakeholder reviews confirmed that the redesign:

Delivered an 18% improvement in caregiver onboarding application completion.

Removed friction from critical user flows.

Clarified information for both caregivers and families.

Improved marketing site clarity and mobile performance, aligning it with the product experience.

Established a consistent design direction to inform future iterations across all user touchpoints.

Prototype testing and stakeholder reviews confirmed that the redesign:

Delivered an 18% improvement in caregiver onboarding application completion.

Removed friction from critical user flows.

Clarified information for both caregivers and families.

Improved marketing site clarity and mobile performance, aligning it with the product experience.

Established a consistent design direction to inform future iterations across all user touchpoints.

Prototype testing and stakeholder reviews confirmed that the redesign:

Delivered an 18% improvement in caregiver onboarding application completion.

Removed friction from critical user flows.

Clarified information for both caregivers and families.

Improved marketing site clarity and mobile performance, aligning it with the product experience.

Established a consistent design direction to inform future iterations across all user touchpoints.

Lessons Learned

Key Takeaways

Act early

Small issues compound quickly in live products.

Act early

Small issues compound quickly in live products.

Act early

Small issues compound quickly in live products.

Consistency builds trust

Marketing and product surfaces should feel like one cohesive experience.

Consistency builds trust

Marketing and product surfaces should feel like one cohesive experience.

Consistency builds trust

Marketing and product surfaces should feel like one cohesive experience.

Embed accessibility

Designing inclusively from the start prevents costly rework.

Embed accessibility

Designing inclusively from the start prevents costly rework.

Embed accessibility

Designing inclusively from the start prevents costly rework.

Next Case

Helping mission-driven orgs design and maintain scalable products.

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Helping mission-driven orgs design and maintain scalable products.

EXPLORE

Work

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Helping mission-driven orgs design and maintain scalable products.

EXPLORE

Work

Playground

About

Contact