Platform monetisation

Leading the design for the monetisation of FlorenceAcademy, a SaaS e-learning platform in healthcare for both B2B and B2C.

Team: 2 people

My role: working end-to-end from discovery to delivery

Challenge

Challenge

99% of the traffic to FlorenceAcademy was coming from the marketplace and used by freelance nurses and care workers for free. The platform needed a strategy to drive monetisation but lacked features that would appeal to care homes.

Opportunity

Opportunity

Care homes struggle in helping care workers to earn the Care Certificate, there’s a lot of churn. It’s a manual and tedious process that requires a lot of handholding. By introducing a feature that simplifies and streamlines this process, we would convince care homes to pay for the solution.

Solution

Solution

Developing a user-friendly, efficient, and seamless tool for care home managers to manage the Care Certificate process for their staff. This solution would not only enhance user adoption but also create a sustainable revenue stream by monetising the solution.

What is the Care Certificate?

What is the Care Certificate?

What is the Care Certificate?

It's the minimum training required for care workers working in care homes. If you want to become a care you just need to attend an interview at the care home and if they like you, you can be enrolled, no prior qualifications needed. I found it pretty empowering! So I was quite surprised to discover that many care workers never complete the training and this causes a big problem for the care industry.

I asked myself… Why is there so much churning amongst care workers?

It's the minimum training required for care workers working in care homes. If you want to become a care you just need to attend an interview at the care home and if they like you, you can be enrolled, no prior qualifications needed. I found it pretty empowering! So I was quite surprised to discover that many care workers never complete the training and this causes a big problem for the care industry.

I asked myself… Why is there so much churning amongst care workers?

It's the minimum training required for care workers working in care homes. If you want to become a care you just need to attend an interview at the care home and if they like you, you can be enrolled, no prior qualifications needed. I found it pretty empowering! So I was quite surprised to discover that many care workers never complete the training and this causes a big problem for the care industry.

I asked myself… Why is there so much churning amongst care workers?

Understanding the process 

As I needed to understand the main struggles faced by care home managers and what their current process was, I conducted user interviews.

As I needed to understand the main struggles faced by care home managers and what their current process was, I conducted user interviews.

Managers directed care workers to the Skillsforcare website, and asked them to download the training pieces and the booklets. Learners had to click on thirty individual links to download the required content, and then print it. A counter intuitive experience, especially for the non-tech-savvy.

⏳

A tedious, manual process

The process was also really manual, with 15 workbooks to be reviewed by care home managers. The process takes around 12 weeks and requires a lot of support from care home managers. 

Understanding pain points faced by care workers

The Caregiver

  • Comes from abroad

  • Left school when they were 12 so not the fastest reader

  • Has children and has to juggle childcare responsibilities, which also make them great at caring for people  

  • Comes from abroad

  • Left school when they were 12 so not the fastest reader

  • Has children and has to juggle childcare responsibilities, which also make them great at caring for people  

Introducing a joint flow

A developer, another designer and I mapped the previous user journeys on a board. We strived to created the leanest experience possible as we had little resource and a tight deadline, the fewer the steps, the better. 

User flow showing a care home manager assigning training to a care worker

User flow showing a care home manager assigning training to a care worker

User flow showing a care worker completing the training

User flow showing a care worker completing the training

User flow showing a care worker completing the training

Validating the solution with both users

I repeatedly tested the prototype with in-house nurse working at Florence as she previously worked as a care home manager. After she was able to use our solution, I tested it with some care workers and gathered feedback. I then implemented some iterations.

I repeatedly tested the prototype with in-house nurse working at Florence as she previously worked as a care home manager. After she was able to use our solution, I tested it with some care workers and gathered feedback. I then implemented some iterations.

I repeatedly tested the prototype with in-house nurse working at Florence as she previously worked as a care home manager. After she was able to use our solution, I tested it with some care workers and gathered feedback. I then implemented some iterations.

Iterations

  • As the notification indicating expired workbooks to review was missed, I moved it to the top of the screen and changed the background colour to make it standout

  • the word workshops got confused with the word workbooks so I removed it from the main navigation

Making the content easier to digest

During the usability testings, it became quite clear that aspiring care workers were not the fastest readers, so:

  • we developed a text-to-speech feature to allow them to listen rather than having to read

  • the content creator rewrote the theory and removed all medical jargon

During the usability testings, it became quite clear that aspiring care workers were not the fastest readers, so:

  • we developed a text-to-speech feature to allow them to listen rather than having to read

  • the content creator rewrote the theory and removed all medical jargon

During the usability testings, it became quite clear that aspiring care workers were not the fastest readers, so:

  • we developed a text-to-speech feature to allow them to listen rather than having to read

  • the content creator rewrote the theory and removed all medical jargon

Empowering managers to share feedback digitally and save time

As mentioned, the original process was manual and required face to face meeting, not the best during a pandemic.I designed a way for managers fo give feedback online on the workbooks filled by care workers. User research revealed care home managers had basic tech knowledge and used Facebook, so I proposed using a 'like' icon for the approval button. Apps that allowed people to give feedback (e.g. Busuu) also served as inspiration.

As mentioned, the original process was manual and required face to face meeting, not the best during a pandemic.I designed a way for managers fo give feedback online on the workbooks filled by care workers. User research revealed care home managers had basic tech knowledge and used Facebook, so I proposed using a 'like' icon for the approval button. Apps that allowed people to give feedback (e.g. Busuu) also served as inspiration.

Results

💰 Monetisation

💰 Monetisation

Care homes were eager to adopt our solutions, leading to a wave of new contracts with FlorenceAcademy.

📈 +5000 users

📈 +5000 users

In a year 5000+ care providers started using the platform and hundreds of contracts were signed

⏳ -92% TOT

⏳ -92% TOT

Care workers could complete the training in less than 1 week rather than the initial 12 using the multiple choice option

Back to top
Back to top

Let's connect

For work enquiries email me at: fernanda.gasparin8@gmail.com

Let's connect

For work enquiries email me at: fernanda.gasparin8@gmail.com

Let's connect

For work enquiries email me at: fernanda.gasparin8@gmail.com