CARESPRINT

Website audit for a nonprofit helping businesses improve work/life quality for caregiving employees.

Overview

CareSprint guides mid-to-large orgs (100+ workers) on how to identify and integrate the largest segment of invisible workers - caregivers - into HR data. After joining its Board as a Creative Advisor, I sought to provide valuable feedback on the organization’s website to better reach its audience of HR Leaders and inspire them to take action.

Outcome

I delivered a web audit report, outlining areas of optimization for visuals, usability, and messaging. The report included suggested visual direction and messaging, insights from the competitive landscape as well as lightweight user feedback.

Next Steps

The report was shared with the Board and an implementation plan is being developed to incorporate the audit findings.

Methodology

Page Evaluation

By conducting a heuristic evaluation of the website, I identified points of friction from a usability standpoint - including consistency, aesthetics, efficiency, along with other criteria.

Competitor Research

I identified three nonprofit organizations in the caregiver benefits space and surveyed their sites for best practices with messaging, content, and visual presentation.

User Validation

After evaluating the site’s messaging, I validated my impressions with a HR leader, the intended audience, asking questions about the impressions of key pages and whether they were inspired to take action.

High-Level Feedback

Visuals

  • Need for more vibrancy

  • Interesting stats get lost

  • Inconsistent illustrations

Usability

  • Library isn’t sustainable

  • Language needs to match

Messaging

  • Unclear value prop

  • Vague product offering

  • Lack of detail on problem

User Feedback

“I don’t think the messaging is right, it’s too vague”
“It feels like it’s written by someone who lives and breathes in this world”
“What’s an example of how this can help the business?”

Recommendations

Visuals

  • Use photography of caregiving populations and acts of care to connect with viewer emotionally

  • Expand color palette to create more vibrancy

  • Create infographics to showcase stats and make them easier to digest

Usability

• On the Library page, consider options for sorting by topic or persona

• Consider bundling content to make it easier for sharing

• Reference examples from caregiving.org, takecare.community, and caringacross.org

Messaging

• On the home page, provide more direct language that explains the benefit to the audience.

• Provide a CTA with a direct action for viewer to take in hero section.

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