A Place for Mom is a senior care referral service that provides personal and professional assistance to families in search of senior care options. APFM was looking to rethink their website experience to be more user-friendly and drive caretakers to contact the senior living advisors.

My Role

- Create a UI kit, component system, and photography direction for the new site

- Design new pages and production ready files end of each sprint (10 sprints total)

- UX/UI Design, Prototyping



While working with strategists, we found that approximately 26% of Adult Caregivers in the US have an household income of 100K or greater.

Given the age demographics, it is clear a change in online behavior is quickly approaching.

We identified four distinct online behaviors; These behaviors inform what users expect from a referral service and created personas for each sector to refer to in design.

With the research we have, a segmentation priority was created. This helped us guide how to approach the new site experience and keep in mind of the segment 3b & 4's personas when we started our sprint work. The goal is to get those segment group speak to an advisor.

Example of applying research into the sprint work:

The new homepage is designed to build trust and authenticity while presenting clear value. It progressively qualify leads so the homepage can help users understand if they're the right fit through implicit and explicit user choices.

Here is the old homepage. The photography doesn't feel warm or personal, and there's a lot of cluttered content in one section. The links at the bottom is overwhelming and the page overall doesn't feel inviting for a user to use APFM's services.

The new homepage applies the new UI, color, and photography that gives a personal feeling to the site. There's empathetic narrative in a contextual setting to also drive users to speak to an advisor.

Each component serves a purpose, and the messaging is clear.

As we refreshed the site, we brought in lead gen and search flows that would provide information to the advisors before they call the user, and brought a full refresh to old existing pages.

We worked with APFM to figure out a questionnaire flow that a user can provide to the advisor beforehand, so the advisor can have a background in what the user is looking for when they call. This is also to complete before seeing the community search results.

Here is an example of the a questionnaire flow. The search flow design is the same, but with different questions. Here are all the flows we accounted for:

Lead gen:
1a: Receive a call- No cookie available, new user
1b: Receive a call - Cookie available, returning user
2a: Talk to an Advisor Flow - No cookie available, new user
2b: Talk to an Advisor Flow - Cookie available, Returning user

Search Communities:
a: No Cookie available, New User
b: Search Communities (alt): No Cookie available, New User (Long form/multi-step flow)

As APFM's goal is to drive users to call an advisor, we also thought of multiple ways to get the user's attention to reach out other than the in-line CTAs.

The old site's communities search required gating from the start with the CTA being hidden which resulted in a lot of frustration when trying to look for a community. We refreshed the flow so it begins with guided questions with a results dashboard, with minimal gating at the end.

The persistent bottom contact module will animate once to green, with a green chat bubble to gain the user's attention to chat. There is also a phone number CTA on the left side to encourage the user to call.



The new community search is simple, and interactive. Mobile version features a map and a list view.

Community details page has been fully redesigned to organize the content in a way that's digestible and visually pleasing. Community amenities and features include icons for visual cues, along with a map with what's around the neighborhood. Due to COVID-19, on-site visits are not allowed in most centers so we also provided a virtual tour section on the page.

Old community page:
Cluttered information with similar communities on the right rail taking a quarter of the real estate.

New community page:
Visually impactful with a summary in the beginning, with similar communities as the last component.

Article pages has also been designed to match the new visual identity. We created over 15 components for article section for writers to use when publishing a page.

Sample article page. A sticky left rail has been created for section navigation.

Some of the production ready components were during handoff that include: different header styles, gallery, pull quotes, etc.

UI Kit was created from scratch, and character count for every page was delivered during handoff.

UI Kit preview

Select article components for handoff