care.coach™ – Virtual Companion Care Platform
Project Type: Product Website Scope & UX Strategy Platform: Custom CMS / SaaS Role: UX Strategist, Information Architect, Website Planner Duration: 4–6 Weeks Client: care.coach™ (Aging & Health Tech Startup)
🧩 The Challenge
care.coach™ is a pioneering eldercare platform that delivers 24/7 companionship and proactive coaching through a virtual pet avatar, guided by real human health advocates. Their service blends emotional support, telehealth facilitation, and evidence-based wellness routines into a single, tablet-based interface — especially designed for older adults aging in place or in assisted living.
However, the complexity of its offering made it difficult to explain clearly online. From family caregivers to clinical partners to older users themselves, the platform had multiple audiences — each with different priorities and pain points. The company needed a clear, emotionally resonant, and conversion-focused website experience to reflect its innovative, human-centered care model.
💡 Our Solution
We reimagined the care.coach™ website as a guided, story-driven experience — one that could emotionally connect with caregivers, clearly explain functionality, and convert interest into paid subscriptions. Our strategy focused on trust-building, simplicity, and clarity, grounded in real-world outcomes and human stories.
🎯 Goals
Position care.coach™ as a trusted leader in human-guided virtual care
Clearly communicate the platform’s unique value: “a friend for them, peace of mind for you”
Improve conversions through simplified plans, impact stats, and benefit-first messaging
Build confidence in the technology (especially for non-tech-savvy seniors & caregivers)
Support diverse use cases: family caregivers, clinical orgs, and elder-focused programs
Align site structure with HIPAA compliance, secure data handling, and ethical AI transparency
✦ UX Strategy & Website Structure
Mobile-First, Emotion-Driven
We designed the entire site with mobile responsiveness at its core — ensuring ease of use for adult children viewing on phones, or seniors browsing on tablets. Content was broken into digestible, scrollable sections with clear CTAs throughout:
Sticky “Order Now” and “Book Demo” CTAs across devices
Interactive explainer graphics (e.g. “How It Works”) optimized for tap or swipe
Visuals prioritized emotional impact over technical explanation
Clear Content Hierarchy
To serve multiple audiences without overwhelming them, we built a layered navigation model:
Top-level clarity (“What is it?” → avatar care explained simply)
Deeper dives for healthcare professionals & partners under “About” and “Outcomes”
FAQs and Privacy & Terms pages made legally sound and accessible
Spanish-language toggle support planned for future iterations
✦ Key Pages & Features
🏠 Home Page
Hero message: “A friend for them. Peace of mind for you.”
Quick overview of avatar experience & benefits
Real testimonials and clinical outcomes featured with icons and stats
“How It Works” visual timeline: order → meet avatar → daily companionship
Conversion section: Choose a Plan → Order Now → Book Demo
📱 Services Page
Feature cards for each benefit (e.g. medication reminders, fall prevention, video calling)
Real photos of tablets with pet avatars, framed in home or clinical environments
Emphasized human element: “Real people behind the avatar — not just AI”
Bilingual support & security sections to build trust
💬 Pricing Page
Transparent pricing starting at $199/month
All-inclusive plan features (tablet, LTE, 24/7 care, coaching, portal access)
Cost comparison infographic: care.coach™ vs. in-home nurse or hospital costs
CTA buttons: “Start Free Consultation” + “Order Now”
🧑⚕️ Clinical & Institutional Use Cases
Sections dedicated to PACE programs, VA partners, senior living facilities
Case study references from Dana-Farber, University of Washington
Institutional CTA: “Request a Pilot Program”
👪 Family Portal Experience
Screenshots of the secure dashboard
How to share memories, track interactions, receive alerts
Testimonials from adult children and caregivers
✦ Design Approach
✧ Visual Language
Warm, soft color palette to reflect care, calm, and compassion
Rounded UI elements and gentle transitions for visual comfort
High-contrast fonts and simplified layouts for aging eyes
Pet avatars (dog or cat) styled to appear friendly, expressive, and responsive
✧ Trust & Privacy Cues
“HIPAA-Compliant” and “SOC 2 Certified” badges throughout
Privacy policy clearly linked from all key flows
Ethically guided language around avatars: “Human-guided. Always secure.”
✦ Microinteractions & Accessibility
Preload animations that mimic avatar “wake-up” behavior
Smooth scroll anchors for long-form sections
Large CTA buttons, alt-text throughout, WCAG 2.1 contrast ratios
Tablet-first testing ensured every UI element is usable on elderly-friendly touch devices
🛠️ Technical Considerations
Zero login or tech setup required — emphasized in all onboarding content
AI-guided, but human-led — we clarified this distinction in the UX flow
Spanish support ready at launch; internationalization system prepped for expansion
⚡ Challenges & Solutions
1. Balancing Tech with Emotion
Many elderly users (and their caregivers) are wary of “robotic” solutions. The biggest hurdle was communicating the value of AI + Human companionship without sounding cold or overly technical.
✅ Solution: We used storytelling: testimonials, quotes, and a pet avatar-centric journey that prioritized emotional connection first — technical specs second.
2. Building Trust for Subscription-Based Care
At $199/month, pricing had to be justified upfront — especially for users comparing it to human sitters or nurses.
✅ Solution: Introduced a “Care Comparison” visual, showing cost savings and value.
✅ The “No Contracts. Cancel Anytime.” message added confidence and reduced friction.
3. Simplifying Complex Features
Explaining fall prevention routines, telehealth access, coaching plans, etc., to a non-technical audience was another hurdle.
✅ Solution: Use-case storytelling like “Meet Eleanor, age 83…” helped humanize and contextualize the functionality.
🌟 Results & Impact
Improved clarity across all audiences (caregivers, providers, seniors)
Increased conversion rates for “Order Now” and “Book Consultation”
Strengthened user understanding of care.coach™’s emotional and clinical value
New foundation supports expansion into new markets and partner programs
🧩 Final Thoughts
Designing care.coach™ was an exercise in empathy, accessibility, and clarity. The platform isn’t just a product — it’s a relationship-building service that bridges emotional care and intelligent tech in a deeply human way.
The final website communicates exactly that:
“A friend for them. Peace of mind for you.”