Redefining Comfort & Care Online

Combining Video Features, Tour Bookings, and Accessible User Journeys

This senior living facility operates four locations across Alaska and Idaho, providing assisted living, memory care, and supportive services to seniors. The website needed to showcase each facility, integrate virtual tours, and allow for easy scheduling of in-person visits. Initially designed by your team’s design department we collaborated on key UX decisions. The client wanted a full development cycle to incorporate video streaming, an online application system, and custom tour-booking software.

Six months ago, a revamp introduced critical UX improvements, repositioning calls to action (CTAs) and simplifying navigation. Spanning 10 pages, the final site offers a welcoming, informative digital experience for seniors and their families, highlighting the warmth and expertise of their care.

Duration
  • 3 week site revamp
  • Ongoing maintenance and support
Role
  • Full Site Development
  • UX Collaboration
  • CTA & Usability Revamp
Scope
  • 10-page website, featuring video streaming, tour booking software, and application management.
Tech & Tools
  • WordPress site with custom PHP
  • Figma Wireframes
  • Mouseflow

Initial Challenges & Solutions

Complex Service Offering

Each of the four facilities has unique features, requiring clear and distinct pages yet a cohesive overall brand.

Solution - Adaptability & Ongoing Improvements

The site needed to be easily adjustable to incorporate additional features or layout changes based on evolving user feedback.

Limited Initial UX Considerations

Early designs did not fully optimize calls to action or address user flow, impacting how prospective residents or families navigated to booking or application pages.

Solution - Simple Path to Action

Enable visitors to quickly learn about each facility, book tours, and start online applications relevant to the location they were interested in.

High-Stakes Decisions

Users often seek senior living options under stress, so the site needed to be welcoming, comforting, comprehensive, and easy to use.

Solution - Engaging Yet Reassuring Experience

Showcase facility benefits through videos and imagery that ease concerns and demonstrate care quality.

Working the Problem

Initial Design & Collaboration

  • Partnered with the design team to determine the site’s structure, aesthetic, and brand tone.
  • Planned pages for each facility, ensuring essential details were straightforward (location, services, contact info).

Development & Integrations

  • Built the site’s front end with streaming video capabilities, enabling virtual tours.
  • Integrated tour booking software for easy scheduling, plus an online application system for prospective residents.

UX Revamp (6 Months Ago)

  • Analyzed user behavior utilizing Mouseflow to identify underperforming CTAs and navigation paths.
  • Repositioned CTAs (e.g., “Book a Tour,” “Apply Now”) and simplified page layouts, leading to more direct user journeys.

Testing & Refinement

  • Checked video streaming performance on various devices to accommodate seniors and families who might be less tech-savvy.
  • Gathered stakeholder and staff feedback from each facility, ensuring content accuracy and highlighting unique selling points for every location.

Expanded
Solutions

As we built the site, we found areas needed more attention than others. The original brand vision of the facility team did not align with the current goals of the new leadership so we needed to refine what we were creating.

Balancing Uniform Branding with Facility Uniqueness

Each facility is distinct in size, services, and local culture, yet the parent brand needed consistency.

Solution - Design Iteration

We created a universal layout for key site elements (header, footer, color scheme) while customizing facility pages with local photos, staff bios, and specific service details. To differentiate each site we used subtle design variations (e.g., background imagery or accent color changes) for each location without losing overall brand cohesion.

CTA Placement & User Flow

Prospective residents were missing crucial steps (tour booking, application) due to buried CTAs.

Solution - Clarity of Action

We analyzed user click data to find underused and overlooked CTA buttons. We moved “Book a Tour” and “Apply Now” to the top of relevant pages, added visible buttons in the header/footer, and simplified the forms to minimize friction.

Performance & Accessibility

Video streaming can slow page loads if not optimized; senior users may also need accessible features.

Solution - CDN and User Data

We compressed video files, used lazy loading, and a CDN to ensure quick initial load times and reliable delivery of streaming content. For user direction we Incorporated clear typography, larger fonts, and high-contrast design to accommodate older users or those with visual impairments.

Outcomes

Increased Tour Bookings
After repositioning CTAs, staff reported more direct inquiries and scheduled tours, indicating the importance of clear calls to action.
Improved Accessibility & User Satisfaction
Seniors and families navigating the site found it easier to compare facilities and complete applications, reducing frustration.
Engaging Virtual Experience
Video tours provided an immersive preview of each location, building trust with distant family members considering a move for a loved one.
Scalable Framework
With the new, streamlined structure, the client can easily add or update facility details, incorporate testimonial videos, or roll out new services.

Personal Growth

The senior living project shows the power of thoughtful, user-centric design to address both emotional and logistical concerns. By combining video tours, straightforward application processes, and an accessible interface, you crafted an online home that reflects their warmth and competence—supporting seniors and families as they explore essential care options. I've had the opportunity to work with a lot of senior living facilities and geriatric medicine clinics and by far this was the site I felt made the deepest direct impact.

Cross-Team UX Coordination

Collaborating with the design team from the outset, then leading a UX revamp, deepened my ability to integrate creative vision with practical user flow.

Empathy in Design

Working on a senior living website highlighted the need for simple, high-contrast interfaces and easy navigation—particularly for families under emotional strain.

Iterative Improvements

Implementing user data in the revamp demonstrated how iterative changes (like repositioning CTAs) can quickly enhance engagement and user satisfaction.

Technical vs. Emotional Components

Balancing the emotional aspects of senior care with performance optimization (video streaming, booking software) required a careful approach that served both the user’s practical and emotional needs.

Fitness App & Website

Managed Services Site

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