Curam Care · Also
A Marketplace for Caregivers
Find the friction in a healthcare marketplace by watching what people actually do, then redesign the journeys that drop them.
- Year
- 2022–2023
- Type
- UK · Healthcare · B2C / B2B
- Role
- Product design · research
- Focus
- Discovery & conversion
The tension
Hiring care is not shopping. Families arrive under time pressure, often on behalf of someone else, trying to judge trust from a profile. Curam is a UK marketplace that connects households with vetted carers. The product has to be fast without feeling careless.
What I designed
I improved key user journeys through UX analysis and behavioural research. Product analytics and Hotjar made the drop-offs visible. The work was to turn those observations into clearer flows and interaction patterns, especially around discovery and conversion.
- Journey analysis on discovery and conversion: where people hesitate, loop, or leave.
- Behavioural evidence (analytics + session insight) used as a brief, not a decoration in a slide.
- Revised flows and patterns that reduce ambiguity at the moments that matter: find, compare, commit.
How I worked
Healthcare marketplaces punish invented empathy. I started from recorded behaviour and worked backward into the interface. If a screen couldn’t explain itself to someone tired and worried, it wasn’t done.