A Place for Mom was losing ground to modern competitors, and it was no surprise. The website and the methodology behind the website was stale. By appearance, the website was spammy, and it hid important information about senior living communities until the user entered personal contact information. Unfortunately, the website still hasn't been updated with my designs, and this what it looks like:
The user research I did validated my assumptions. People didn't want to enter in personal information to see prices. They would rather use a competitor.
The new experience
I started by building a design system so that everything could be built using consistent patterns. From there, I redesigned the entire user flow from homepage to conversion. I solved for the issues that analytics and user testing showed and delivered a more effective, more beautiful interface.