(04)
UX, UI, Pictograms, Guidelines, Strategy
SuperCarers—care made easy.
Client
SuperCarers
Sector
Intermediary Management
Role
Design Director
Year
2017
At SuperCarers, an innovative online platform that simplifies finding the best care for your loved ones, I was entrusted with leading a brand refresh and redesign of their B2C-facing website. This project involved close collaboration with the co-founders, Adam and Daniel Pike.
Challenge.
SuperCarers, a rapidly growing online platform that connects families with exceptional care providers, approached me at a pivotal moment in their journey. Having successfully launched their service with a minimum viable product (MVP) website, they were ready to scale. This involved repositioning themselves to cater to both individual users (B2C) and professional users (B2B). I was brought in to lead a strategic brand refresh and redesign of their online tool, ensuring it effectively served their expanding user base.
Strategy.
Partnering closely with the COO and Head of Product, I wore many hats during this project. I led the creation for a fresh and distinct brand identity, taking a bold new direction. This involved leveraging emotive photography and illustrations by the talented Coline Brun-Naujalis to bring the brand to life. To ensure consistency, I also created comprehensive brand guidelines that defined design rules and captured key brand elements like the custom pictograms.
In collaboration with the Head of Development, I conducted user research to develop detailed user personas. These insights informed the creation of sitemaps, user flow-integrated wireframes, and ultimately, the design of a user-friendly interface that seamlessly functioned across both desktop and mobile platforms.
SuperCarers' impact is measured in the lives they touched. They empowered thousands of families to find the perfect home care solutions for their loved ones. This success story culminated in SuperCarers' acquisition by Home Instead, a leading UK home care organisation.
Live site: SuperCarers
The Sunday Times Top 100
100↑
SuperCarers' commitment to innovation has been recognised with prestigious awards, including a place on The Sunday Times Top 100 British Innovators list and recognition by Forbes as one of the Top 5 Startups You Should Watch in 2019. Their dedication to user satisfaction is further reflected in their Excellent rating on Trustpilot.
Business growth
8>35
SuperCarers' innovative platform experienced phenomenal growth. They secured over £5 million in funding, allowing them to expand their team from 8 to 35 people. This transformation went beyond a website and spreadsheets—they built a highly scalable tech business powered by a suite of advanced, bespoke user applications.
Feedback.
A number of years ago I engaged Ben as a fixed-term Design Director, leading a full re-brand and site redesign for a tech-forward homecare organisation, SuperCarers.
We couldn't have been happier with his work, in terms of both the process and the outputs. He completely understood what we were looking for, addressing both our explicit requests and additional, unarticulated needs which he teased out during the design process.
He also connected us with a fantastic illustrator from his network, who he worked with to produce a bespoke set of assets that brought the perfect degree of warmth and light-heartedness to the end product.
— Angharad Thomas, COO, SuperCarers
Next project.
