Bringing more Caregivers to the party.
As a caregiver, I'm always looking for better ways to manage care, but the challenge is finding and using tools that truly fit into my daily routine.
Date: December 2019 - March 2020 // Company: Best Buy Health // Team: Lively Link Squad // Title: Senior UX Designer
Skills:
Design Thinking, Discovery, Strategy, User Research, Synthesis,
Role:
As a lead designer, I was responsible for end-to-end Link App CX.
Contributors:
1 product owner
1 senior product owner
1 engineering team
Overview
Problem
The caregiver app struggled to attract users even after undergoing a redesign. Caregiver engagement was at an all time low even after a massive redesign.
Solution
I conducted a discovery effort to pinpoint the root problems preventing caregivers from using the app. Based on these insights, we then redefined the roadmap to focus on user-centric solutions, aiming to achieve the desired business results.
Challenges
Challenge One
Clarifying Project Direction
The main focus from my business partners was to “bring more caregivers to the party” now that we have set up a really “cool party”. Meaning, the belief was that making the app more visually appealing would make more people want to use it. However, that didn’t happen.
The first challenge was to gain enough cohesion to redirect the efforts towards defining goals and learning about user needs before we jumped into the next feature idea.
Challenge Two
Navigating Limited User Data
The next challenge was finding available data. Best Buy Health doesn’t have a dedicated researcher or prior user insights. So I spearheaded efforts to gather and analyze available information, as well as kick off new measures to get user insights.
Method
UX Questions
Who are the users?
Problem Spaces
What problems are stopping link caregivers from getting into the app?
Link is behind a paywall
Link isn't adequately and accurately communicated
Personal Emergency Profile (PEP) is in no way tied to Link, yet often the emergency contact is the caregiver.
Seniors are unclear on how & where to initiate an invite
The Link invite lacks personalization and the accept flow has usability problems that may prevent caregivers from enrolling
Often times, caregivers are the account proxy and there are no ways for them to initiate and manage invites
Bringing it all Together
Utalized a company-wide rebrand to influence the packaging to include mention of Link and touchpoint to login their caregiver.
Connected previous ‘dead-ends’ to the web flow.
Influenced OM to include Link in basic tier plan.
Impact
The insights from users that I gathered have become the foundation for our current design strategies. This has led to the creation of well-researched UX personas that have not only improved our team's understanding and empathy towards our users, but have also been adopted across the entire company to better comprehend the needs of our older adults and their families.
Moreover, the relationships I built during this project have earned me the trust and support of key stakeholders, allowing me to take on a central role in leading projects like the Home Zone project. This has not only improved the functionality of our app, but has also solidified my reputation as a strategic UX leader capable of driving significant product enhancements.