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Daycare Directory for Parents
UX/UI • Prototyping • Responsive Web App
Project Overview
Care.com is a leading online marketplace dedicated to connecting families with a wide range of caregivers, from babysitters to senior care providers. As part of the Out of Home Product Team, my primary focus was designing a new daycare directory that served both daycare seekers and daycare business owners.
My Contributions
I took directive from stakeholders to design a new daycare directory experience and onboarding funnel. I used Figma and Care.com's Responsive Web Design System to design and prototype and leveraged research data through Playbook UX. I paired with our developers to pass over design tickets on Jira in two week Agile sprints and ran User Acceptance Testing.
Research & Discovery
Parents don't need to be sold, they need options and assurances​
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The seeker’s journey often felt like navigating a sales funnel rather than a seamless discovery process.
The legacy onboarding and discovery experience was lacking valuable daycare results and hindered the platform’s ability to serve as a valuable marketplace.
On the daycare owner side, the limited exposure to potential clients resulted in low quality leads, undermining the value proposition for Care.com's business and ad tools.
How might we improve the visibility of daycare providers and the quality of leads, in order to lower the churn rate.​
Designing the Solution & Results
A research and design led business model ​
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To provide more trusted daycare options and leads, stakeholders decided to pivot from an ad model to a true marketplace and subscription model. This decision was made with the insights I gathered from parent surveys.
The pivot from direct daycare recommendations based on a business' ad budget to designing a full search and discovery marketplace lead to a 7% increase in leads. Redesigning the onboarding funnel to be shorter and include an SMS text verification process lowered the seeker churn rate by 7%.
Legacy Design vs. My Design Iterations
