Childcare Programs in Search

Summary

Adding childcare programs to search increased engagement via click-through rates from parents, and referrals to childcare providers.
Requiring age saw more accurate results for parents, resulting in higher enrollment for providers.
Putting age, price relativity, and opening status in the same relative spots made information skimming easier.

Staff Product Designer at Winnie

Winnie is a childcare marketplace for parents and caregivers to find all sorts of care for their children. Adding childcare programs to search results made this even easier.

Before

Only focusing on business name, instead of services provided, created poor parent referrals.
An imbalance between SEO and user needs created lack of trust in Winnie for parents, but Winnie also needed to maintain SEO rankings.
Lacked strong visual hierarchy that impeded at-a-glance exploration.

After

Showing the relationship between program and location resulted in better referrals to providers.
The SEO rankings were maintained, which means the robits were happy, and the parents were able to find childcare much more efficiently.
Emphasis on openings, age range, and price relativity made for faster skimming.

Additional Work

Staff Product Designer, Token System Developer, User Researcher