Digitizing home care for loved ones — A UX Case Study

Empowering personal support workers and caregivers through a platform.


We were introduced to the project of creating a responsive web design for Ayd Cares. Ayd Cares is the largest and most trusted home care network in Canada. Through their platform, a client (caregiver) can coordinate and communicate with a PSW to manage care, wellness and improve quality of care for their loved ones. In addition, it empowers caregivers and PSWby offering the flexibility to manage care in a safe and convenient way. AYD Cares has access to the largest network of PSWs in Ontario.


Our client, the CEO and founder of Ayd Cares came to us with a problem. Ayd Cares was built on the idea that there is an influx of PSWs in space, however, they are under pressure and leaving the profession because of the fact that they are not paid according to the hours worked and the career is not sustainable. In order for it to be sustainable, someone had to support their professional growth which is where Ayd Cares saw the opportunity.


After a thorough meeting with the client, we agreed upon a solution for Ayd Cares. We decided to help him out by building a responsive website that can clearly define the difference between a caregiver and a PSW, educate and inform them about the needs, empower them and encourage them to use the platform.

OBSERVATION: User Research

The first phase was all about learning and understanding the users and being open to opportunities. Since we were creating the website from scratch, the research started from online surveys. In order to understand the PSW and caregiver perspectives, the survey was designed separately for both. Canada does have a huge community of PSW, and it was fairly easy for us to obtain the data using the survey which was deployed on PSW Facebook groups, Reddit and emailing client’s contacts.

Key Insights

To understand the data we got from the survey and the research paper, we used the affinity mapping technique.

Affinity Map
  • Impact on work-life — 32% of people have one or more children under the age of 14 at home and are also employed. Those in the highest household income bracket ($100K) reported contributing more hours per week to caregiving activities.
  • Amount of care — Caregivers (48% or 1.5 million people) spend anywhere from two to nine hours a week providing care to their family members. They mostly care for the aging (51%) family members, people with Alzheimer’s disease or Dementia (57%), back problems (54%) and respiratory problems (55%). Other types of care include emotional support, transportation assistance, doctors appointments, medical treatments and indoor domestic tasks.
  • Absenteeism/Lateness — 30% (741,000 people) were late for work or had to leave early. 29% (735,000 people) missed an average of six days of work because of caregiving duties.
  • Work-life balance — 45% of caregivers (1.5 million people) had some degree of difficulty fulfilling family responsibilities, including caregiving, because of work. 41% (1.3 million people) experienced some degree of difficulty concentrating on work responsibilities because of their combined family and caregiving responsibilities.

IDEATION: Brainstorming & Planning

User Personas — Going further through the research, we identified four personas, one for a PSW and three for caregivers, having different goals and frustrations. This data will be useful to improve the user experience for each one of them. The aim is to create an educational website which will provide the best possible experience for each persona.

User Personas for Ayd Cares
Comparative Landscape

PROTOTYPING: Mid to High-fidelity prototypes

When the low-fi wireframes were finalized, it was time to turn those sketches into digital prototypes. We used Adobe XD to create the responsive mid-fidelity prototypes for user testing.

Final Mid-fidelity Wireframes

What set Ayd Cares apart?

  1. Differentiating between PSW and Caregiver: The home page was designed in a way that first-time users got to understand the difference between a PSW and a caregiver with ‘how it works’ which was one of the aims of the website.
  2. Clear and Simple Information Hierarchy: Keeping all the personas in mind, we wanted to make sure that the information is simple and easy to understand and follow. We did not want to make the website very text-heavy but engaging and interactive. For that reason, we incorporated videos and catchy illustrations which relay the message clearly.
  3. Clear Call-to-Actions: Call-to-Actions are important for any website to motivate the audience to become real clients/customers. We wanted the users to understand the vision of Ayd Cares and encourage them to use the phone apps that they offer. The first CTA, ‘connect today’, scrolls all the way down to ‘Our Apps’ section which then leads to the Apps page.
  4. Community: Ayd Cares has one of the largest networks of PSWs in Ontario. We wanted to give a community feel to both the PSWs and caregivers which means that they could connect with each other for help and information. For this reason, we added the section ‘Meet our PSW’ which showcase some of the PSWs in the network and how they can help out the caregivers. Also, to validate the work of PSWs, we have client testimonials given by some of the caregivers.
  5. Responsive: From our survey, we saw that 96% of the respondents use a smartphone to browse websites. We wanted to make sure that the users are able to use view Ayd Cares site on their mobile phones as well.

USER TESTING & FEEDBACK: Validating the solution

To ensure and validate that our solution works well, we conducted ten user tests on both mobile and web versions. We asked them to perform some tasks:

  • Where would you go to read the AYD Cares blog?
  • If you wanted to learn more about AYD Cares, where would you go?
  • If you wanted to learn more about the AYD Cares app, where would you go?
  • How would you download the PSW/Caregiver app?

“Some information is not needed and is too redundant. I wouldn’t want to read all of it.”

“I had a hard time finding the FAQ on the mobile version.”

“My team section is confusing. Not sure which description corresponds to which picture.”

IMPLEMENTATION: The final designs!

Moodboards & Style Guide — The logo and the branding guidelines were already provided to us by the client, however, he was open to fonts and the addition of more colors in the illustrations. The UI team spent some time looking for inspirations and came up with mood boards and a style guide which was loved by the client.

Final Prototype

Watch the video to view the full web prototype. View the mobile prototype here.

Web Prototype

Future Considerations & Takeaways

Ayd Cares was one of the most fun projects I have been a part of. The client was super nice and cooperative and made sure we had every help we needed. He made sure to give us creative freedom in those three weeks and we are grateful to him for trusting us with Ayd Cares.

A Toronto based Product Designer with a communications background, passionate about using design and technology for social good | www.eilafzehra.com