Product & Web Design
at Alma Care
Rebuilding Alma Care's website & workflows to complement their new business model.
COMPANY
Alma Care
‍(almacare.ca)
DURATION
3 weeks
June 2024
TEAM
Just me :)
TYPE
UI/UX design
Design systems
Web development
User workflows
Alma Care is a premium postnatal care service offered in home and at a retreat.

01 A New Business Model

Alma Care began as a postnatal retreat, with an in-home program as a side service. As the demand and profitability of in-home care exceeded the retreat, Alma Care shifted its focus to scaling the new program.
In response to this change, my role was to reposition Alma Care as a comprehensive postpartum care platform; promote in-home care while maintaining visibility of the retreat.
Project Breakdown:
  1. Create a simple design system
  2. Build web pages and assets that are intuitive to use
  3. Add helpful features for conversion

02 A Design System*

Before this project, various designers and developers had created website pages, program documents, and other assets that loosely followed a style guide but lacked consistency.
To solve this, I created a set of reusable elements and components to maintain unity across different products and speed up development.
*this was less of a true design system and more of a scrappy toolkit that grew as i worked on this project
*this was less of a true design system and more of a scrappy toolkit that grew as i worked on this project
SHOW OLD home
SHOW OLD In-home
SHOW OLD RETREAT
SHOW OLD PRICING
SHOW OLD FAQ
HOME
PRICING
FAQ
IN-HOME
RETREAT

04 A Booking System

Previously, the only way to book Alma Care was through a consultation. This worked for the retreat model, where clients wanted to speak with us before committing thousands of dollars. However, we used the same process for in-home care.
Since our customers were booking care months before giving birth, I suspected there was a segment of clients looking for immediate care that we weren't converting.
I didn’t have data to back this up, so I set up a form that sent care requests directly to the Alma team.
After receiving multiple requests a day, I built a simple booking system:
01 toggle between retreat & in-home
02 customize care
03 funnel into CRM & booking workflows

05 Final Thoughts

In the second half of 2024, Alma Care had a significant decrease in cost per lead, increased lead volume, and higher-quality leads. We also received lot of positive feedback, like this:
After shipping this project, I added behavioral analytics to track user flows and identify opportunities for improving the customer experience.
Since then, the website and product flows have evolved significantly; I’ve expanded the booking system, added web pages, designed new programs, and refined our post-booking workflows.
While it’s always a work in progress, the foundation built during this project has made it much faster to iterate & ship changes.
Moving forward, I'll continue refining this system to enable other designers & developers to collaborate seamlessly on Alma Care. :)
ALL WORK
ALMA CARE PRODUCT
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