Reimagined member profiles
Role: Senior Product Designer - generative research, stakeholder management, product strategy, user testing, information architecture
Team: Content designer, UX researcher, 3 Engineering teams
Timeline: April 2024 – November 2024
Overview
This was a design-led initiative born from generative research, card sorting, and design workshops with key stakeholders. The new member profiles focused on getting families & caregivers to chat less and match faster. The MVP for new caregiver profiles was launched in August 2024; the seeker MVP was launched in January 2025.
TASK
Getting buy-in from leadership
Unified caregiver profiles were launched in 2023 to make it easier to evaluate caregivers and scale new features. And, while some inconsistencies were addressed in the unified caregiver project, the profiles still left much to be desired in terms of visual craft. With a rebrand on the horizon and anecdotal research highlighting caregivers' desire for more information on seeker profiles, my team and I set out to prove why another profile redesign was worth pursuing.
Seeker profile: before and after
APPROACH
Defining jobs-to-be done
In order to create a north star vision, I had to clearly define the purpose of a profile for the business and both sides of our marketplace. I worked closely with product leadership to define clear objectives for the team. We aligned on following:
✳︎ definition of a "good profile"
✳︎ potential success metrics
✳︎ design goals
✳︎ business goals
✳︎ user goals
After conducting market research and leading design workshops with key stakeholders (legal, consumer marketing, engineering, etc.), I pitched a new profile design that would encourage families to add additional profile data and help caregivers put their best foot forward when introducing themselves.
Aligning stakeholders
I hosted 2 workshops to ideate on the future of member profiles. The workshops were attended by 35 people across engineering, product, safety, CRM, member care, and product marketing teams. During the workshop, I shared research findings and walked attendees through a How Might We activity.
Video clip of my presenting research insights
Bringing stakeholders in early helped me get an idea of what features and data were important to stakeholder work streams. My team and I left the meeting with a better understanding of how profile data is collected, used, and displayed across our platform.
Artifacts from How Might We session
Navigating technical constraints
Working closely with backend and front-end engineers allowed me identify technical limitations sooner. One technical constraint on the caregiver profile side was the fact that we couldn't introduce any new data to the profile. I used design jams with my content design partner to think of creative ways to use data we were already collecting.
Screenshot of 3 components made for the new profiles
The caregiver profile MVP launched with several new components for member profiles that used data that we collected in enrollment and stored in the profile. The components have since been added to our web and native design systems.
Validating assumptions
I relied on regular design critiques, product workshops, and user testing insights to make decisions on the final design.
Caregiver profile: before and after
IMPACT
A boost in premium conversion
The redesigned caregiver profiles resulted in a 4% lift in basic to premium conversion, 4.5% uplift in fulfillment metrics, and a relative uplift of 8.7% in review submissions.
The workshops, meetings facilitated, and deliverables for this project became the standard for the design team on how to achieve stakeholder alignment, create Figma documentation, and collaborate with engineering partners.
Want to learn more about my process?
Reach out to me to learn more.
