Caring for Aging People
Mobile Education
results
8 Beta Clients signed
4 wks : Research, Personas, Web, Brand, Merch, Workshops, Templates, Design System, TV, Social
Branding, UX/UI, Graphic Design, Creative & Photo Direction
An Emotional Safe Space To Find Support.
with career, families and their aging parents. I was asked by a women led start-up to launch the Phase I brand and marketing campaign. The goal was to promote an education resource for adult caregivers, providing community, literature and support through micro-transactions and subscription service.
PTS : Craft a recognizable and luxury identity in the digital & healthcare space.
Create a design system for unique users UX.
The Challenge
"We need to fill the knowledge gap for female caregivers, who are juggling family, careers and aging parents - while navigating a complex Medical Industry".
A female owned and operated start-up looked to start small, with a bespoke digital presence and brand.
Aimed at 35-60yo women juggling career, families and their own well-being. They are driven by immediate guidance needs and community as they navigate the paperwork & complexities of the healthcare system. Especially when in crisis with aging parents.
The Job
The founder and I sat worked through 3 three workshop sessions :
Identify user cohorts, based on data and cognitive needs
Prioritize business & brand needs
Roadmap 3 horizons
Phase One work focused on Branding, Marketing Channels (Web), Video and Social Content
Create a clean modern look within the Education & Healthcare market. Showcasing C.A.P.'s friendly and caring personality and while delivering a clear, engaging path for visitors to connect and inquire.
The Solution
Through prototyping and using several headless api frameworks, the modern site feels alive, showcasing C.A.P.'s friendly and caring personality and while delivering a clear, engaging path for visitors to connect and inquire.
Considerations:
Emotional safety, users are coming to CAP in a time of high stress
Immediacy of information, situations change fast .
Use SSON - minimizing frictions for registration & payment
Discovery UX - structure and surface coursework, literature, interactives and media (VOD) with dashboards & navigation
Track behaviors per platform - Mobile : Marketing & Onboarding – Tablet : Coursework – Desktop/Newsletter : Community & Continuing Ed
Build Community - Drive engagement across Social, YouTube
KPIs - Aquire 10 Beta Testers for program
