Overview
In this project, I redesigned the onboarding flow of a premium plan for a caregiving platform. The goal was to increase the plan’s adoption rate by addressing early drop-offs.
By redefining the value moment and reducing the time it took for customers to experience it, I helped raise the premium plan conversion from 8% to 49% in just seven weeks.
About CarePartner
CarePartner is a hyperlocal B2B2C platform that connects elderly individuals in need of care with nearby caregivers. Our main customers were small-sized caregiving centers operating with tight government-funded budgets. They often needed to fill roles urgently, but had limited time to reach out to candidates.
The Problem
To test product–market fit, we launched a premium job advertising plan. It allowed care centers to promote job posts directly to nearby caregivers.
At first, we were confident in its value:
- 70% of customers who tried it paid again
- Loyal customers had asked for it even before launch
However, adoption was unexpectedly low:
- Only 8% of job posts used the premium plan.
- Many users didn’t see immediate value after paying
- Budget holders hesitated to pay upfront without proof it worked
Through funnel analysis and by observing how care center staff used the product in their daily routines, I realized the key issue:
"Care centers were spending hours cold-calling caregivers and rarely getting responses. What they really wanted was a fast way to get applicants — without extra effort."
The Solution
1. Redefining the value moment
Users felt success not when a post was published — but when they received a new applicant without having to call.
2. Reduce time-to-value
I redesigned the flow so that:
- Job ads were sent automatically after posting — no payment needed
- Users received real applicants before being asked to upgrade
- We introduced a Buy Now, Pay Later model: payment was only required if they hired the applicant
3. Improve entry point
The upgrade CTA had been hidden in job post settings. I moved it to the application contact page, where users were already motivated to act.
The Result
The new experience ran as an A/B test over 7 weeks.
- Premium plan conversion increased from 8% → 49%
- Weekly job postings grew by 31%
- Retention improved by 12%
More importantly, care centers reported that the product now “just worked” — it aligned with how they already hired caregivers, rather than asking them to change behavior.