Case Study

Elder

On-Demand Healthcare & Conversion UX

Role

Lead UX Designer & Front-end Engineer

Timeline & Location

October 2015 (MVP: 4 Weeks)
Post-Launch Testing: 3 Months
London, UK

Platforms & Engagement

Web Platform, Care Schedule Mobile App & Internal Operational CRM

Services Delivered

UX Design, Concepting, Wireframing, HTML/CSS Prototyping, Visual Design, Brand Identity, Front-end Development, A/B Testing & Data Analytics

Executive Summary

Architecting a lean home care platform and internal CRM, using A/B testing to drive user conversion.

Elder is often described as the "Uber for Home Care" in the UK. Brought on at launch to help get the venture off the ground, I designed and developed Elder's initial Minimum Viable Product (MVP) in 4 weeks, followed by 3 months of data-driven A/B optimisation. The project encompassed the public booking website, live care schedule mobile web views, and a custom operational CRM to match thousands of care professionals with elderly clients.

Client Feedback

Sky was great to work with. She's incredibly smart, efficient and always delivers. Sky helped us get the business off the ground. She worked incredibly fast and was very data-driven, which is something we were focused on from the beginning.

Tom Brooks Co-Founder, Elder

The Challenge

Matching sensitive care needs at scale

Arranging elderly care is emotionally charged and complex. Families need immediate trust and clarity, while internal operations teams require sophisticated data matching algorithms to evaluate medical requirements (e.g., Alzheimer's, Stroke, Mobility) and pair clients with vetted carers.

How do you design an emotionally reassuring care request funnel while engineering an enterprise back-office CRM that matches thousands of profiles in seconds?

Phase 01

Website A/B Testing & Conversion Optimisation

Following the 4-week MVP launch, I conducted continuous A/B testing on the Care Request website to optimise user conversion:

Variant A (Structured Multi-Select): Implemented clear category grids for medical conditions (Alzheimer's, Parkinson's) and required assistance (Bathing, Medication, Mobility).
Variant B (Visual Iconography Grid): Tested illustrative icon-driven form fields to reduce cognitive load during emotional decision-making.
Funnel Optimisation: Streamlined care frequency selectors (Live-in, Overnight, Daily visits) to increase completed inquiries.

Phase 02

Operational CRM & Mobile Schedules

Working alongside Elder's customer support team, I designed an operational CRM to automate client-carer matching and session scheduling:

Matching Algorithm Inputs: Designed data architecture capturing carer qualifications, client location, and medical needs to scan thousands of profiles in seconds.
Operational Dashboard: Unified management tables tracking visit statuses (Assigned, Unassigned, Paid, Unpaid) across One-off, Regular, and 24/7 Live-in bookings.
Mobile Daily Schedule Web App: Created client and carer mobile schedule views with real-time arrival check-ins, progress notes, and emergency contacts.