Helping Families Find Care for Senior Loved Ones
Senior Care Referral Service based in Seattle, WA
Earning trust during an uncomfortable time
Supporting an aging loved one through a transition into assisted living is emotionally and mentally demanding. By the time families acknowledge that it’s time for a change, they’re often faced with flood of information. They want to make thoughtful, confident decisions but they’ve faced with countless unknowns, urgency and financial fears.
A Place for Mom helps alleviate this burden by connecting families with senior living options.
The A Place for Mom digital experience needed refinement to better serve these unique emotional and cognitive needs. The homepage, property listings, and property detail pages had to deliver clarity, warmth, and trust while guiding users through complex decisions.
Slide UX was brought in to modernize these experiences, establish brand consistency, and ensure all future digital initiatives were built on a solid, scalable design foundation.
The new website’s hero tagline, “You know your family, we know senior living” came from research with families, who had strong reactions to different claims. The same headline was used later in TV and radio ads featuring the brand’s well-recognized longtime ambassador, Joan Lunden.
What we did
Our work with A Place for Mom spanned strategic, creative, and technical domains:
Leveraging Past Experience: Our extensive work with senior care brands like SeniorAdvisor.com, CareGivers.com, Alzheimers.Net, and OurParents allowed our team to engage immediately as an informed consultant to the team at A Place for Mom
User Research & Testing: We conducted rounds of online surveys and iterative user testing to identify the most effective language and visuals for communicating the brand’s value
Key Page Redesigns: We applied insights from research to overhaul the homepage and key property page templates, ensuring they supported the user journey and clearly conveyed the service benefits
Style Guide & Design System: To future-proof the design and support cross-team consistency, we developed living documents that included a full digital style guide and modular design system. These resources captured visual identity elements, layout principles, and UI components, serving both as design documentation and as a reference library for internal and external teams
““I attribute much of our success, going from nothing to being the best in the space, to Slide UX’s work on our site.””
Developers from the A Place for Mom team appreciated the easy-to-reference dev specs that were a part of our design handoff.
The results
Slide UX delivered a comprehensive design solution that preserved brand cohesion while elevating the digital experience. The outcome included:
Complete redesigns of high-traffic templates (homepage, listings, and property detail pages)
A robust digital style guide and design system to streamline future development and product initiatives
Strong internal alignment across development and marketing teams through clearly articulated visual and functional standards
A compelling, iterative homepage design validated through multiple rounds of user testing and online surveys
“Slide UX brings a lot of precision and rigor to the table and actually helped us strengthen the way that we do things internally.”
The website redesign resulted in style guide documentation that was rooted both in the brand guidelines as well as accessibility best practices.
Looking back
This project is a strong example of Slide UX’s expertise in designing for the senior space and their families.
We understand that when users are emotionally taxed, design must do more than guide, it must comfort.
Our redesign fostered cognitive ease, reduced stress, and created a sense of reassurance through every interaction. A focus on conversion meant that each visit to the site was more likely to take the next step.
By crafting thoughtful digital experiences and foundational systems, we empowered A Place for Mom to continue supporting families with clarity, confidence, and compassion.
“We’re not shopping around. We’ve been pleased with Slide UX and we view them as a part of our team.”