Product strategy & Design management
Spreadsheets, Talkdesk, Figjam, Figma
Honor, 2023
Advised Product Design Lead in reimagining client onboarding experience, as well as coaching and critiquing the first phase of designs.
Org background
Honor is revolutionizing the home care industry by building a platform that connects professional caregivers with families looking for quality home care.
Leadership approach
There's a process each member of the design team follows to solve a problem for the business. First developing a deep understanding of their core business metrics and what's driving them including any key user or business context, aligning on the high impact problem to solve next, developing a vision and initial solution, and following up on learnings with further iteration.
As the Head of Product Design & UXR, I check in on each of these steps to ensure the project is on track. But I often play a larger role in the strategic alignment on what problem to solve and why, as well as later on in finalizing a solution by critiquing and refining designs.
Project context
From an initial sales call to setting up care with an in-home care assessment, to ongoing care management, Honor collects detailed care information to build a personalized care plan for their clients.
Care plans are critical part to every new Start-of-Care. They ensure we can quickly match clients with the best caregivers for their needs and deliver high quality care in the home from day 1.
KPIs and Product Opportunities
The initial phase of a clients journey is a critical time when we see higher churn risk. There are several key experience defects the business orients around to reduce churn during this phase.
One example is the speed to Start-of-Care (onboarding clients and matching them with caregivers) where we had identified a large opportunity for improvement in setting up Care Plans.
The team's goal was to significantly reducing the time and effort needed to produce Care Plans, to reduce client churn during Start-of-Care.
Known challenges about the Care Plan process to address:
Each client possesses unique personal and health characteristics
Each client has unique family dynamics and home environment (often revealed over time)
Multiple individuals and multiple touch points, asking similar questions
Time consuming to record all collected data
Lack of structure and detail in how we record data, leading to negative customer experience (clients repeating themselves, feeling unheard and under prioritized, and lack of adherence to family wishes with new caregivers).
Problem alignment
During some early research into Start-of-Care churn, Design identified a wide range of user pain points driving churn. Some intersected the Care Plan process, while others spoke to a greater lack of trust-building and engagement of clients/families in the onboarding process.
Because of this, the Design Lead and myself put together a broader product vision than typical to outline a more client-centered approach to onboarding, building trust and increasing engagement across the board.
We aligned with Product Leadership and the projec team on the vision and what we believed were foundational steps worth taking as part of the Care Plan work.
From there the project team could also avoid any one-way doors as they built the new Care Plan flow (e.g. knowing we might in the future allow client/families to add and edit care plan data async as well).
Broad vision
Care Plan proposal
Solution definition
As part of this work, the team automated data transfer from inquiry call form to our robust CMS which was a long standing pain point and leveraged LLMs to auto-generate a few care plan tasks that are particularly helpful for building caregiver and client rapport based on information gathered across form fields (companionship, care pro prep, and cognitive care details).
In finalizing designs, I helped advise on:
How to build clarity and trust with our ops member users on what the system generated and why
How to encourage users to adopt a new mental model of review vs authoring content
QAing the system generated content and refining prompts and params to ensure high quality content
In Fall 2023, the team launched our automated system that creates personalized care plans quickly, improving caregiver preparedness and cutting plan creation time.
By including companionship tasks in 90% of plans, Honor enhanced care quality and set a new standard in personalized care through technology.
Decrease in time to set up care plans From 120 minutes to 5 minutes on average
Decrease in inbound communications from Care Pros and Families regarding changes to the care plan
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