Case study
Care.com connects families with caregivers of all kinds, from babysitters to senior care providers. My job? Rethink how we connect parents to daycares while making life easier for daycare owners.
Process
Parents don't need a sales pitch, they need trust and clarity.
After speaking with five parents, the frustration was clear: trying to find a daycare on Care.com felt more like wandering through a car dealership than a concierge service. The existing onboarding and search experience wasn’t cutting it, leaving users with limited results and even fewer options they actually trusted.
Daycare owners weren’t doing much better. Without enough visibility, they were stuck with low-quality leads, making Care.com’s business and ad tools feel like a dead end.
So… how do we help daycare providers stand out and give parents the confidence they’re looking for?
To solve this, I pitched a shift from an ad-driven model to a true marketplace and subscription model, a move designed to prioritize trust over flashy budgets.
Outcome
We replaced ad-based recommendations with a redesigned search and discovery marketplace, which boosted daycare leads by 7%.
On the parent side, I streamlined the onboarding funnel and added SMS text verification, cutting the churn rate by 7%.
The holistic result? A smoother, smarter experience for everyone involved—and proof that trust (and a little strategy) can go a long way.
