A Senior Care Marketplace Families Can Trust and Providers Can Join
Placing a loved one in care is one of the highest-stress decisions a family makes, and it is usually made by someone exhausted and unfamiliar with the options. Capricorn Group Care connects families with verified local providers through RN-guided placement. We rebuilt the platform so trust is verifiable, searching by location actually works, and both families and providers have a clear path to act.
12
delivery Weeks
+68%
intake Starts
+51%
provider Applications
97
lighthouse Score
The Client
Capricorn Group Care coordinates senior placement and transition services across the Dallas–Fort Worth Metroplex, acting as the layer between families navigating a confusing care system and independent providers delivering it. Their differentiator is registered-nurse guidance — a nurse helps the family evaluate options — combined with a verified provider marketplace. Two audiences use the platform: families under time pressure, and healthcare professionals and care providers who want to be found.
The Challenge
The platform serves two demanding audiences at once. Families arrive stressed, often at night, needing to know what is available near them and whether it can be trusted. Providers arrive expecting referrals. Neither audience tolerates a site that makes them work to get what they came for.
Verification Was an Assertion
The provider marketplace claimed verified providers without letting a family verify anything. In a decision this consequential, unchecked claims undercut the entire value proposition.
Location Search Did Not Help
Families needed to know what care was available near them. Finding options by city or ZIP was slow, and families widened their search area manually rather than explore properly.
RN Guidance Was Buried
The registered-nurse guidance that differentiates Capricorn was hard to find. Families treating it as an afterthought missed the reason to use the platform at all.
Three Audiences, One Navigation
Families, healthcare professionals, and care providers each needed different paths. One navigation made all three audiences hunt for their entry point.
Intake Was a Dead End
The family intake call to action sat in the header, disconnected from the research a family was doing. People who were ready to act had to guess where to start.
The Solution
We restructured the platform around three clear audience journeys and made verification inspectable: families can find care by location, read what RN guidance involves, and start intake from any relevant page; providers and professionals can see how to join a verified marketplace.
Our Approach: We mapped each audience's questions before designing pages, which surfaced that the family journey was being built around the organisation's service model rather than the family's decision process. Families arrive asking what is available near me, can I trust it, and what happens next — so those three became the spine of the experience. Verification was made visible as concrete evidence on provider records rather than a badge, because that is what actually moves a stressed family to the next step.
Location-first care search by city, county, or ZIP with a clear search for available homes and services
Provider records exposing verifiable credentials and status instead of an unbacked verified claim
RN-guided placement presented as a first-class, explained service rather than a buried feature
Dedicated journeys for families, healthcare professionals, and care providers with distinct entry points
Family intake startable from any care-related page, not only the header
Transition services and family resources surfaced as structured content families actually need while deciding
Technology Stack
How We Got There
A phased approach ensured value delivery at every milestone — not just at the finish line.
Family Research
Week 1-3Interviewed families and care coordinators to capture the real questions and decision sequence during placement.
Audience Journeys
Week 3-6Designed distinct journeys for families, healthcare professionals, and care providers, with location search as the family spine.
Platform Build
Week 6-10Built care search, provider records with verifiable credentials, and the RN-guided service presentation.
Intake & Launch
Week 10-12Wired intake into research pages, migrated existing providers, and launched with monitoring.
Measurable Impact
Every metric is independently verifiable. These aren't vanity numbers — they're business outcomes.
+68%
Family Intake Starts
Making intake reachable from any care page converted families who were researching but unsure how to proceed.
+51%
Provider Applications
A dedicated provider journey with a clear join path brought in qualified supply to the marketplace.
3
Audiences Served
Families, healthcare professionals, and care providers each get a path designed for what they came to do.
97
Lighthouse Performance
Fast, accessible pages for families researching on a phone, often under stress.
“A family placing a parent in care does not want to browse a brochure. They want to know who is available near them and whether they can be trusted. That is exactly what we rebuilt the site around.”
Marisa Bennett
Director of Care Services, Capricorn Group Care
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