Case study
CareUnity — Hospice & Home Health Referral Platform
Strategic focus · Survey-driven hospice & home health matching for the US market
B2B healthcare SaaS connecting US families with hospice and home health agencies — intake quiz, address-based lead routing, and dual patient/agency interfaces delivered in a 5-month discovery-to-handoff cycle.
Role
Lead PM · UX Lead · Researcher
Duration
5 months
Phase
Full discovery + design (dev handed to separate team)
Team
1 designer (PM-managed)
Market
United States (remote)
Domain
Healthcare SaaS · B2B · Hospice & home health
5 mo
Discovery to Handoff
2
Interfaces Designed
US
Home Health Market
0
Dev Rework Required
Note on confidentiality
CareUnity operates in a sensitive healthcare domain serving hospice agencies and home health providers across the US. The screens shown here are final design outputs only. The full body of work — including competitive intelligence research, user interview findings, patient journey maps, agency onboarding flows, matching engine logic, and admin portal architecture — remains proprietary to the client and is not publicly shared. What you see represents the surface of a deeply researched, strategically grounded product.
Problem Statement
What was broken — and what we built instead.
Before CareUnity
- Families searching for care through fragmented, confusing channels
- No way for elderly patients to self-identify if they need hospice vs. home health
- Hospice agencies receiving mismatched referrals — wrong patient type, wrong urgency
- No platform combining both Home Health and Hospice under one referral system
- No instant provider matching — families waited days for a response
- No address-based lead routing — agencies had no geographic lead control
- Competitors (A Place for Mom, Caring.com, Care.com) offered no survey-driven matching
CareUnity Solution
- Intake quiz as a micro-product — guides elderly users to self-identify their care need before submitting a referral
- Survey-driven matching engine — connects patient to the right agency based on answers, location, and care type
- Instant provider response target: 10 minutes — uniquely competitive vs. all existing platforms
- Address-based lead submission — agencies receive leads only in their service area
- Dual interface: patient-facing referral flow + agency-facing admin panel
Discovery
Research & Discovery
US market research, user interviews with families navigating care decisions, and a 4-platform competitor matrix — shaping the quiz, referral model, and B2B roadmap.
Delivery
Execution & Artifacts
Competitive Analysis
Competitive Analysis
I produced a full competitor matrix comparing CareUnity against the four dominant US platforms across 7 dimensions. This became a key strategic artifact — used both for product decisions and stakeholder alignment.
Competitive matrix
CareUnity vs. A Place for Mom, Caring.com, Care.com, and VITAS Healthcare — home health + hospice, survey-driven matching, address-based leads, 10-minute response, referral tracking, $500/referral revenue model, and payment processing. CareUnity is the only platform with Yes across all 7 dimensions.
Website
Website — Desktop + Mobile
I designed the full patient-facing website — hero, navigation, service sections, who-it-is-for, testimonials, service availability map, and the quiz entry point. Both desktop and mobile were delivered as complete, responsive designs.
Desktop hero
"Compassionate Home Health Care Tailored to Your Needs" — navigation (About Us, Services, Comparison, Information Hub), "Get Recommendations" CTA, patient/doctor/home care audience tags.
Who can benefit
Chronic condition management, post-operative recovery, mobility/balance support, aging in place, medication & injection administration — with clinical photography and See More Details CTA.
Social proof
10.9K+ clients served, 5-star testimonials, "Are you the next one? Join Now" conversion CTA.
Service availability map
California county-level coverage with interactive "Yes, we are available and providing services in that area" tooltip on hover.
Quiz
The Intake Quiz — Core Product Innovation
The intake quiz was the most strategically important feature I designed. It solves the platform's core problem: elderly users and their families don't know whether they need hospice or home health care. Rather than forcing them to choose upfront, the quiz guides them through 5 questions and routes them to the right service — or connects them with a care coordinator if unclear.
Sitemap & quiz flow
Quiz: Intro → question screens (progress bar, back/close, support bar) → contact form → thank you. Home: hero, HH/HP choice, how it works, about, why choose us, vision, service types, care levels, testimonials — with validation rules and CTA states per screen.
Quiz screens
Quiz screens
Every screen was designed for elderly users — large touch targets, simple language, image-based answer options, a persistent "Not sure? Call us anytime" support bar, progress indicator, and no ability to skip questions.
Reasons for health care services
Image-based answer cards: Aftercare hospital, Wound care, Caregiver no longer available — visual options reduce cognitive load for elderly users.
Expected start date
As soon as possible / Within a week / Within a fortnight / Within 30 days and more — progress bar and persistent support bar at bottom.
Contact info collection
First/last name, US phone with country selector, email, consent checkbox, Submit CTA — "We do not store your data" trust signal.
My role
What I owned vs what I delegated
My Ownership
- Full US home health and hospice market research
- User interviews with families navigating care decisions
- Competitor analysis — 4 platforms across 7 dimensions
- Product vision, strategy, and roadmap with future enhancement planning
- Core product insight: quiz as the solution to patient misclassification
- Full sitemap and user flow design in FigJam
- End-to-end Figma design management — desktop + mobile
- UX direction for elderly-first interaction design
- Dual-interface architecture: patient flow + agency admin panel
- Feature specification with screen-level component logic and validation rules
Team Execution
- 1 Designer — visual execution from my UX direction and specs
- Separate development team — built from delivered design handoff
Outcomes
Impact & Metrics
Approach
- Researched the US home health and hospice market — regulatory context, agency business models, and how families find care.
- Conducted user interviews in a sensitive healthcare context; translated findings into elderly-first UX decisions.
- Built a 4-platform, 7-dimension competitor matrix that informed product differentiation and the $500/referral model.
- Designed the intake quiz as the core innovation — guiding users to self-identify care needs before referral.
- Delivered full patient-facing website (desktop + mobile) and specifications for the agency admin interface.
Outcomes
- Intake quiz routes patients through 5 questions to the right hospice or home health path.
- Survey-driven matching by answers, location, and care type — with 10-minute provider response target.
- Address-based lead submission so agencies receive referrals only in their service area.
- Dual interface: patient referral flow plus agency-facing admin panel (specified, proprietary).
- Complete responsive website — hero, services, map coverage, testimonials, and quiz entry.
- Zero dev rework required on handoff — discovery through design delivered to a separate dev team.
Skills demonstrated
PM competencies proven in this project
User Research
Interviews in sensitive healthcare — qualitative findings into UX decisions
Problem Discovery
Patient misclassification insight shaped entire product strategy
Competitor Analysis
4-platform matrix informed $500/referral revenue model
UX Prioritization
Elderly-first design — accessibility, clarity, and trust-building
MVP Definition
5-month discovery-to-handoff — website, quiz, dual-interface platform
Stakeholder Management
Remote US client across time zones and cultural context
Go-to-Market
Address-based lead routing and $500/referral model unique in US care referrals
Platform Capabilities