Redesigning a difficult search, finding eldercare for a parent, to be a little clearer to navigate.

The Challenge

Practical questions, asked during an emotionally difficult moment.

Families searching for eldercare are typically doing so under real emotional and time pressure, often while also navigating the Agency for Integrated Care referral process or means-testing eligibility. The website needed to answer practical, specific questions, admission criteria, what daily care actually looks like, how to apply, clearly and without adding to that stress.

As a charitable institution running on an estimated $16 million in annual operating expenses, Ju Eng Home also depends on donor and volunteer support, which meant the website had a second, equally important audience to serve well: people looking for a trustworthy way to give.