Home

Caregiver
Support App

Company:

Grayce

Role:

Product Design

Date:

March 2023 - Present

From Concept to Launch: Designing a Comprehensive Mobile App to Support Caregivers at Every Stage

As the first design hire at Grayce, I led the creation of a robust mobile platform aimed at transforming the caregiving experience. By conducting hundreds of user interviews and iterating based on real feedback, we grew from 0 to 4,000 users, achieving a 4.96/5 star rating on the App Store and an 85 NPS score.

The Challenge

Grayce offers a wide range of caregiving services, but this diversity also made it challenging to clearly communicate our offerings. Many users, often overwhelmed by complex caregiving decisions, were eager for expert guidance — and needed it fast. We needed a way to simplify this process and make Grayce accessible to users of all ages and technological backgrounds.

My Role

I designed a digital system for care plans, allowing clinicians to easily input tailored support and resources, while enabling members to seamlessly access and interact with their plans. I also incorporated a back-and-forth dialogue between clinicians and members to adjust plans as needed.

As the platform grew, I integrated self-serve resources and peer community tools, ensuring these features complemented the core clinical offering without overwhelming users who preferred personalized support.

The Challenge

Grayce offers a wide range of caregiving services, but this diversity also made it challenging to clearly communicate our offerings. Many users, often overwhelmed by complex caregiving decisions, were eager for expert guidance — and needed it fast. We needed a way to simplify this process and make Grayce accessible to users of all ages and technological backgrounds.

My Role

I designed a digital system for care plans, allowing clinicians to easily input tailored support and resources, while enabling members to seamlessly access and interact with their plans. I also incorporated a back-and-forth dialogue between clinicians and members to adjust plans as needed.

As the platform grew, I integrated self-serve resources and peer community tools, ensuring these features complemented the core clinical offering without overwhelming users who preferred personalized support.

The Evolution of the Care Plan

The Evolution of the Care Plan

Grayce's initial offering focused on personalized guidance and resources curated by our Licensed Clinical Social Workers. Over time, our service expanded into a comprehensive caregiving platform, adding self-serve resources, events, and a peer community.

Where it started

We began with a simple Google doc—just a living document between users and our service team.

V1: Bringing Grayce to Mobile

Grayce's first attempt at a mobile app, built by an outsourced agency, was an important milestone—but it highlighted the challenges of designing for an agile and evolving startup. Without a clear hierarchy, the experience still struggled to answer the question "what do you do?"

V2: Evolving into a Caregiving Platform

With V2, Grayce evolved from a care plan delivery tool into a full support ecosystem, adding peer support, an employer benefits marketplace, and an expert media library. This evolution wasn’t just about adding features; it was about creating a supportive experience that meets the needs of caregivers at all stages of the process.

Now: A Smarter, More Data-Driven App

Our latest evolution harnesses onboarding data and member profiles to deliver highly personalized interventions for even the most specific use cases. With our shift to the payer market, we built an intelligent system that provides targeted support as well as captures critical population health metrics. By organizing members into precise use cases and acuity levels, Grayce ensures every interaction is meaningful, timely, and tailored to real needs—turning complex caregiving challenges into guided, data-driven solutions.

Key Elements of the Redesign —

Onboarding

Onboarding is the first opportunity to gather insights that allow us to provide truly personalized support. By capturing key data like Social Determinants of Health (SDOH) and identifying risk levels, we can tailor interventions, connect members to the right resources, and categorize them into precise use cases.

Since the redesign, the onboarding completion rate has improved to 85%, surpassing our initial goal.

Seamless Peer Community Integration

We integrated the community component directly into the Grayce app, enabling real-time interaction and stronger engagement. This integration not only improved user participation but also allowed us to gather valuable user data we did not previously have access to.

Event guides

I streamlined our event guide’s UX to simplify sign-ups and encourage attendance. By simplifying the flow users can quickly register and invite others, boosting participation.

Final thoughts

This redesign has set the foundation for continuous iteration as business needs evolve. By integrating user feedback into every stage of the process, we've been able to refine the app to better serve our caregivers. Member feedback has been overwhelmingly positive, with users appreciating the ease of navigation. As we move forward, the app will continue to adapt based on real-time insights that we are now able to capture and aggregate.