Creating a signup process to improve user’s confidence in finding a babysitter that meets their needs
Project Summary
Care Connect’s goal was to improve their signup flow because of their poor user retention, using their current design system.
The design team’s goal was craft a signup flow solution that increases the user’s confidence that they will find a trusting babysitter in their area and therefore continue using the app
My Role
I was the lead on the project, which included leading the design meetings ensuring that progress was happening within the timeline set, supporting the other designers as questions and challenges occurred, and compiling the final designs for user testing.
The Challenge
The initial problem the design team identified was the signup process is too vague and they aren’t sure they’ll find the right babysitter. As their number one target user is an exhausted parent/child caregiver, we wanted to clarify the opportunities provided by the app in finding a local babysitter that can take care of their child(ren).
Other themes from the user feedback included: the desire to choose more personalized preferences to help identify which providers would be qualified to watch their child(ren), and the desire to view provider’s schedule before reaching out to them and learning they are unavailable for the date(s) that the family needs care.
Original CareConnect design below. ⬇️
User feedback & themes listed below. ⬇️
Competitive Analysis (Top to Bottom): Angi.com, Hinge mobile app, and Betterme mobile app listed below. ⬇️
The main users of the platform are parents who are looking for a trusted babysitter provider within their area. Based on user feedback on the original designs, users do not want to spend a lot of time scrolling through providers who aren’t a good fit. They want to start with a targeted pool right away after signing up for the app. They aren’t sure they’ll achieve that from CareConnect’s current design.
How might we improve the user’s confidence that CareConnect will accurately provide them with local babysitting providers with minimal searching/review lift on the user?
Research
Using the information from user feedback and after some competitive analysis of web and mobile websites with service-focused signup flows, the team drafted sketches for design inspiration.
Signup Wireframes
The design team identified that the current signup process was too vague and did not instill confidence in users. We aimed to clarify the app’s benefits and make the search for local babysitters more targeted. A constraint the team had to keep in mind was to create a design that would be a low lift for developers to implement, as well.
Key feedback themes included:
The need for personalized preferences to identify qualified providers.
The desire to view provider availability before initiating contact.
Takeaways
We asked 50 user testers, “Based on this signup process, how confident are you that you'll be able to find a babysitter that meets your needs?” The updated designs scored a median 7.94 on a scale of 10, with 0 being “I am not at all confident” and 10 being “I am confident” that they would help them find a caregiver who fits their childcare needs.
Next Steps
Continue refining the design based on user feedback and business goals.
Explore A/B testing to optimize search and target keywords during signup and babysitter searches.
Conduct interviews with older caregivers to gain broader insights, as current feedback predominantly represents parents in their 30s.
