Affinity mapping

01 Introduction

Client information
Project Overview

Who is CareWell Aged Services?

CareWell Aged Services has been a trusted name in aged care for over 15 years, delivering high-quality services across Brisbane, Queensland.

Company Name

CareWell Aged Services

Location

Ascot, Brisbane, Queensland

Number of Employees

250+

Duration

2 Weeks

With a strong commitment to compassionate and personalized care, the company offers a wide range of solutions, including in-home support, assisted living, and specialized health programs tailored to the needs of elderly individuals. By continuously innovating and adapting to the evolving healthcare landscape, CareWell aims to enhance the quality of life for seniors while providing peace of mind to their families and caregivers. Established over 15 years ago, the company has built a strong reputation for compassionate care, offering a range of services such as in-home care, assisted living, and specialized health programs tailored to the elderly population.

Muhammad

UI/UX Designer

Why is UX/UI Important for CareWell?

With an aging population and increasing demand for digital healthcare solutions, CareWell recognized the need to enhance its online platform to better serve its users. Their existing website and digital tools were outdated, making it difficult for seniors and their families to find information, book appointments, and trust the process. The company wanted a complete UX/UI overhaul to improve accessibility, streamline caregiver coordination, and build trust through a user-friendly digital experience.

02 Research & Strategy

Target Audience

User Persona

Decision Making

Caregiver Workload & Burnout Study

Digital Literacy & Tech Comfort for Elderly Users

Competitor Gap Analysis

Who is CareWell Aged Services?

Understanding
      The Audience Was
   critical to designing an intuitive
                And effective platform.

I focused on their digital literacy, accessibility needs, and expectations to ensure the platform was user-friendly for seniors, transparent for caregivers, and efficient for administrators. CareWell’s services cater to a diverse group of users, each with unique needs and expectations.

Primary Users

Elderly individuals (65+) who rely on aged care services for daily support and independence.

Primary Users

Elderly individuals (65+) who rely on aged care services for daily support and independence.

Decision-Makers

Family members, caregivers, and healthcare professionals who oversee and manage care for elderly loved ones.

Business Users

Internal staff, administrators, and caregivers who coordinate care services, schedule visits, and ensure compliance with industry regulations.

Each audience required a tailored experience, so I ensured ease of use, transparency, and efficiency in managing aged care services. For elderly users, we prioritized clear navigation, large fonts, and voice-assisted options to enhance accessibility. For decision-makers like caregivers and family members, we implemented real-time updates, streamlined booking processes, and secure communication tools. Business users benefited from automated scheduling, performance tracking, and a centralized management dashboard to improve operational efficiency.

Business Users

Devices Used

User Persona

To create a user-centric design, I developed three detailed user personas, representing the key groups interacting with the platform. Each persona highlights their background, technological familiarity, pain points, goals, and needs.

Goals

Wants a streamlined way to arrange her father’s care with real-time updates.
Needs an easy-to-use dashboard for managing multiple services in one place.

Primary User

Dianne

[76, Retired Teacher]

Dianne is a retired high school teacher who has lived in Brisbane his entire life. she enjoys reading and staying active, but she recently began experiencing mobility issues and mild memory loss. While she values his independence, she needs occasional assistance with daily activities and healthcare management.

Familiarity with Technology

Moderate

Uses a smartphone for emails and browsing but struggles with complex apps.

Pain Points

Finds online booking systems confusing.
Struggles with small text and cluttered layouts.
Difficulty navigating information about available services.

Needs

A website that is accessible and easy to use.
Personalized recommendations for services based on his needs.
A straightforward way to book and manage appointments.

Goals

Wants a streamlined way to arrange her father’s care with real-time updates.
Needs an easy-to-use dashboard for managing multiple services in one place.

Decision-Maker

Sarah Mitchell

[45, Daughter & Caregiver]

Sarah is a busy marketing manager and mother of two, juggling her career while ensuring her father receives proper care. She needs a digital platform that simplifies communication, scheduling, and trust-building.

Familiarity with Technology

Hight

Comfortable using online booking systems, mobile apps, and digital tools.

Pain Points

Frustrated by a lack of transparency in caregiver availability.
Slow responses when requesting updates or scheduling changes.
Difficulty managing appointments across multiple platforms.

Needs

A centralized platform for booking, tracking, and managing appointments.
Secure and transparent communication with caregivers.
A mobile-friendly interface for managing care on the go.

Goals

Needs an intuitive dashboard for scheduling caregivers and managing patient care more effectively.
Wants automated reporting and tracking features for compliance management.

Business User

Mark Stevens

[52, Aged Care Manager]

Mark is an experienced aged care manager overseeing multiple facilities. His role involves staff scheduling, compliance tracking, and ensuring efficient care delivery.

Familiarity with Technology

Moderate

Uses digital management systems but prefers user-friendly interfaces.

Pain Points

Struggles with inefficient team coordination.
Outdated software slowing down operations.
Difficulty tracking caregiver performance and compliance.

Needs

A centralized admin panel for scheduling and monitoring staff performance.
Automated notifications for caregivers and patients.
Performance analytics for data-driven decision-making.

Decision-Making Journey of Elderly Care Services

How do families and elderly individuals decide on aged care services?

Average
Decision-Making
Timeline

7 Weeks

47 %

of families experience guilt when choosing external care, fearing they are "abandoning" their elderly loved ones.

62 %

of elderly individuals initially refuse care, but 75% change their minds after the first trial visit.

Psychological Barriers & Motivators

Hiden Insight

80 %

of care decisions are made by daughters or daughters-in-law, indicating a gender bias in caregiving responsibilities.

35 %

of families consult a doctor before finalizing their care decision.

Caregiver Workload & Burnout Study

What Are the working conditions and challenges faced by caregivers?

Workload Analysis

52 %

of caregivers work over 45 hours per week.

68 %

handle elderly individuals with complex medical conditions (dementia, Alzheimer’s, mobility limitations).

42 %

report being expected to perform additional household tasks beyond their official duties.

27 %

have experienced microaggressions from patients or their families.

Causes of Caregiver Burnout

63 %

Lack of Emotional Support

59 %

Inconsistent Working Hours

48 %

Inconsistent Working Hours

66 %

Salary Not Matching Workload

29 %

Fear of Harassment or Abuse from Patients

Digital Literacy & Tech Comfort for Elderly Users

How Prepared Are Elderly Individuals To Use A Digital Care Platform?

Elderly Users’ Ability to Use Technology

Competitor Gap Analysis

Why CareWell Stands Out?

CareWell

Competitor A

Competitor B

Personalized care

Choose your caregiver

Random assignment

Only for premium services

Transparent pricing

Costs clearly displayed

Must request consultation

Hidden fees

Family access to updates

Real-time tracking

Must call admin

But only via email

Response time

24/7 support

But only on weekdays

Limited working hours

03 UX Architectures

Key Features Implemented
Sitemap Overview
System Architecture
Wireframes

Key Features Implemented

To address these challenges , I introduced key features to improve the overall user experience.

01 Simplified Booking System

One-click appointment scheduling for ease of use.

02 Personalized Care Plans

A tailored dashboard with clear service details.

03 Live Chat & Emergency Support

Quick access to assistance for urgent needs.

04 Caregiver Tracking

Real-time updates on caregiver availability and visits.

05 Accessible UI Design

Large fonts, high contrast, and voice-assisted navigation.

Sitemap Overview

A structured sitemap ensured easy navigation across all essential pages.

System Architecture

how End Users (Elderly & Families), Caregivers, and Admins connect.

Wireframes

Low-fidelity of user interface for concept validation with super fast and low risk.

04 Design Systems

Typography
Colour systems
components

Typography

Typeface

Circular Std

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
!@#$%^&*()

Light

a

Book

a

Bold

a

Colour Systems

The CareWell color system embodies warmth, trust, and accessibility. Coral Red serves as the primary brand color, conveying energy and care, while Sunset Orange adds a welcoming, uplifting touch. These two blend seamlessly into a dynamic gradient, symbolizing compassion and seamless support. Almost Black provides strong contrast for readability, ensuring clarity, while White maintains a clean, open feel. Together, these colors create a balanced, user-friendly experience tailored to elderly users and caregivers.

COLOR RED

HEX
RGB
CMYK

#FD3B3F
(253, 59, 63)
(0, 77, 75, 1)

ALMOST BLACK

HEX
RGB
CMYK

#222222
(34, 34, 34)
(0, 0, 0, 87)

SUNSET ORANGE

HEX
RGB
CMYK

#FDA268
(253, 162, 104)
(0, 36, 59, 1)

WHITE

HEX
RGB
CMYK

#FFFFFF
(255, 255, 255)
(0, 0, 0, 0)

Components

A structured, accessible,
     and scalable design system
  tailored for elderly-friendly
             digital experiences.

CareWell’s design system components ensures consistency across all interfaces, with clear typography, high-contrast color schemes, and intuitive components. Built for clarity and ease of use, it enhances accessibility, fosters trust, and simplifies interactions for both seniors and caregivers.

05 Elderly Solutions

Solution We Provided
Hi-fi Mockup
Results & Impact

Solution We Provided

My UX/UI design approach focused on transforming the CareWell platform into a seamless , user-friendly experience.

I enhanced accessibility with large fonts, high-contrast visuals, and voice navigation for elderly users. Intuitive dashboards and real-time updates streamlined caregiver coordination, while performance tracking and automated scheduling improved efficiency for administrators.

User Research & UX Strategy

I conducted usability tests with elderly individuals to ensure accessibility best practices were met.

UI
Redesign

I implemented a clean, simple, and visually appealing design.

Mobile Optimization

I ensured full responsiveness for seamless use on phones & Tablets.

Performance Enhancements

I optimized speed and reliability for a smoother experience.

Trust-Building Features

I added detailed caregiver profiles, user testimonials, and live customer support.

Hi-Fi Mockup Design

End User Dashboard

Making Elderly Care Easy for Seniors & Their Loved Ones.

(Elderly & Decision Maker)

Business Users

Powerful Admin Solutions for Seamless Elderly Support

Results & Impact

Measuring the effectiveness of My redesign through key performance indicators

Based on Usability Testing.

30 %

increase in appointment bookings within three months.

49 %

decrease in missed appointments due to improved automated appointment reminders via SMS, email, and in-app notifications, ensuring users never miss their scheduled care sessions.

24 %

User satisfaction score rose from 68% to 92%.

76 %

Enhanced trust and engagement, leading to business growth.

Do you have any project?

Feel Free to Contact Me

Muhammad Al Mahdi

My journey began as a Front-End Developer after earning my degree in IT, where I had the opportunity to explore the world of graphics and animation with my team. That passion naturally led me to UI design, and soon after, I immersed myself in UX. To deepen my expertise, I pursued a Master’s in Interaction Design, focusing on UX/UI—shaping the career I love today.

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/ All right reserved @2025 / Crafted by MUHAMMAD AL MAHDI

/ All right reserved @2025

Crafted by MUHAMMAD AL MAHDI

Dragonfish is an award-winning culture and performance consultancy based in the UK. They help organizations develop and strengthen their cultures while measuring cultural performance to achieve sustainable growth.

Navigating Organizational Culture Success with Dragonfish

Client

Dragonfish

Industry/vertical

SaaS

Duration

2 months

Headquarters

United States

Key services

UI Design, UX Design, Audit Design, Creative Design

Results Overview

after 2 Years Of Launch:

Increased Revenue

0 %

Achieve User Satisfied

0 %

introduction introduction introduction introduction introduction introduction

Make an impact to Organizational Growth

Dragonfish Consulting is a leading global culture and performance consultancy firm, renowned for its expertise in assisting organizations in developing cultures aligned with their vision, goals, and values. They combine research, data, and practical experience to help organizations address true behavior change, enhance customer and employee experiences, and drive sustainable growth. With a focus on culture development, aligning customer and employee experiences, and culture assessment during corporate mergers, Dragonfish Consulting aids organizations in gaining a competitive edge and achieving optimal performance.

CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES

Culture and Its Profound Complexity

Dragonfish Consulting was created to address various issues and challenges that organizations face in the workplace, especially concerning culture and performance management. Some of the problems that require deeper attention in the context of the workplace that they aim to solve include:

Difficulty in Managing Cultural Change: Organizations often struggle with managing the cultural changes necessary to align with their vision and goals, and this is what Dragonfish aims to address with their assistance.
Culture Integration in M&A: Mergers or acquisitions of companies bring complex culture integration challenges, requiring special focus to address cultural disparities that may arise in the process.
Misalignment of Employee and Customer Experiences: The disconnect between employee experiences and an organization's promises to customers can lead to internal conflicts and disrupt overall organizational performance.
Low Employee Engagement: Low levels of employee engagement can affect productivity, creativity, and employee retention, necessitating a specialized approach to improve it.
Lack of Tools for Culture Measurement and Evaluation: Organizations often struggle to have clear metrics for measuring organizational culture, identifying weaknesses, and setting appropriate improvement strategies.
Complexity of Organizational Change: Rapid and constant changes within organizations require quick and appropriate cultural adaptation to align with the direction of organizational change.
Difficulty in Consistent Leadership and Culture: Organizational leaders must ensure that consistent leadership aligns well with the culture to prevent confusion and dissonance among team members.
Failure to Implement Cultural Values in Actions: The gap between announced cultural values and their actual implementation in day-to-day actions requires extra attention to ensure consistency and trust.

GOALS GOALS GOALS GOALS GOALS GOALS

Dragonfish's primary focus on gathering qualitative research is a key part of their business model. Validating, comparing, and tracking culture within an organization is complex and challenging. The Dragonfish objectives are as follows:

Developing a Strong Culture: Assisting organizations in developing a culture that aligns with their vision and goals.

01. "Our partnership with Muhammadisme transformed our online business. The redesigned platform not only impressed our customers but also increased our conversions by 20%. We are now better positioned to compete in the e-commerce market and deliver an exceptional shopping experience."

Katie Hayes | SIXT PROJECT MANAGER

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Let’s develop something awesome together.

ScreenCoach is a platform with the aim of helping parents manage and monitor their children’s electronic device usage. The founders, Peter, Gary, and Steph, saw a significant opportunity to create a product that assists children and families in regaining balance and leading healthier and happier lives.

Empowering Healthy Screen Time Habits for Families

Client

ScreenCoach

Industry/vertical

SaaS

Duration

2 months

Headquarters

Australia

Key services

UI Design, UX Design, Audit Design, Creative Design

Results Overview

after 2 Months Of Launch:

Increased User Activation

0 %

Increased User Satisfaction

0 %

introduction introduction introduction introduction introduction introduction

Empowering Parents, Guiding Children

ScreenCoach is an application and device that helps parents manage their children's electronic device usage in a more effective way. With ScreenCoach, parents can set rules and rewards for their children. The app monitors how long children use devices and provides warnings when their time is almost up. Additionally, ScreenCoach rewards children for good behavior, such as doing chores, by giving them extra device time or pocket money. The goal is to help children find a balance between screen time and other healthy activities.a

CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES

screen addiction is getting to be

ScreenCoach has a number of challenges when it comes to helping parents manage their children’s screen time. Here are some of those challenges:

Screen addiction and excessive use of electronic devices is on the rise among children.
Imbalance between the time children spend in front of screens and activities in the real world hinders children's social interactions.
Parents often have difficulty managing the use of devices such as cellphones, tablets, consoles, smart TVs, and laptops that are used by children consistently and effectively.
Lack of Understanding of the Impact of Excessive Screen Usage on Children.
Parents and guardians often feel isolated and find it difficult to get the support they need with their children's screen challenges.

GOALS GOALS GOALS GOALS GOALS GOALS

ScreenCoach aims to be a valuable partner for parents and guardians in promoting a healthy balance between digital and real life for children. With a focus on a positive approach, these solutions help children to be more involved in real-world activities, strengthen social interactions, and build balanced habits in the use of electronic devices.

Helping parents and guardians manage their children's screen time more effectively and less addictively.

01. "Our partnership with Muhammadisme transformed our online business. The redesigned platform not only impressed our customers but also increased our conversions by 20%. We are now better positioned to compete in the e-commerce market and deliver an exceptional shopping experience."

Katie Hayes | SIXT PROJECT MANAGER

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Let’s develop something awesome together.

SIXT is a leading global mobility services provider renowned for its premium car rental services and innovative approach to transportation solutions. With a rich history dating back to 1912, SIXT has evolved into a prominent brand known for its diverse and high-quality fleet, catering to a wide range of customer needs, from luxury vehicles to practical choices.

Subscription Revolutionizes Convenience and Freedom in Car Rental

Client

Industry/vertical

Car Rental

Duration

2 months

Headquarters

Key services

Creative Design, UI Design, UX Audit, UX Design

Results Overview

after 6 Months Of Launch:

Increased User Satisfaction

0 %

Increased Revenue

0 %

introduction introduction introduction introduction introduction introduction

Say no to everything that bothers you about car ownership

SIXT's SIXT+ program is a car subscription service that provides flexibility with no purchase, financing or vehicle value depreciation costs. Customers can choose from a variety of car models, customize their subscription with appropriate coverage and mileage options, and even terminate their contract each month or suspend it for up to 3 months. All costs are included in one monthly price, except fuel costs, making the mobility experience more convenient and hassle-free, similar to a streaming subscription or gym membership. The program also offers special options for companies, helping to make company fleets more flexible. With SIXT+, customers can have access to a car without the commitment of long-term vehicle ownership.

CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES

Eliminating Car Ownership Hassles

Sixt faces several challenges in the car rental industry, such as:

High Initial Costs
Customers are often faced with significant initial costs when purchasing a new car, such as down payment and sales tax.
Financing Costs
Obtaining competitive car financing often requires a complicated and time-consuming process and carries additional costs in the form of interest rates.
Depreciation of Vehicle Value
New cars tend to depreciate quickly, which can mean a financial loss for the owner when they try to sell the car.
Uncertainty of Need
The need for the type and size of car may change over time, but traditional car ownership binds customers into long-term contracts.
Ownership Obligations
Owning a car means customers have obligations such as insurance, taxes and maintenance that they must handle themselves.
Maintenance and Repair Costs
Maintaining and repairing a self-owned car can be an unexpected and expensive additional expense.
Car Buying and Selling Inconvenience
The process of buying and selling a car can be complicated and time consuming, and requires negotiation and administrative handling.

GOALS GOALS GOALS GOALS GOALS GOALS

By providing a premium membership program offered by Sixt which provides flexible, convenient and exclusive car rental services, Sixt aims to:

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Become a Design and Innovation agency for innovative solutions

Client

Jackson Beale

Industry/vertical

Digital Agency

Duration

2 months

Headquarters

Australia

Key services

UI Design, UX Design, Audit Design, Creative Design

Results Overview

after 6 Months Of Launch:

Increased Brand Awareness

0 %

Increased Revenue

0 %

introduction introduction introduction introduction introduction introduction

Innovative Consultant in Digital Product Design and User Experience

Jbuxd is a design and innovation consultancy that helps organizations solve problems and create innovative digital products. They use frameworks such as Jobs To Be Done and Business Model Canvas to validate product-market fit and identify new opportunities. Their services include user experience design, product strategy, prototyping and testing, business model innovation, service testing, e-commerce solutions, user journey improvement, branding, quick decision sessions, problem mapping workshops and enhanced customer support. They offer workshops and collaborative design techniques to build empathy for users and quickly address their needs. Jbuxd assists clients in UI design, building, testing, and deploying solutions in a staging environment before rolling them out to real users. They also provide reporting and continuous improvement based on data analysis.

CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES CHALLENGES

Many organizations struggle with digital product innovation and design

Jbuxd is here to address some of the problems organizations often face in digital product design and innovation. Some of the issues they have noticed and are looking to solve are:

Market Validation Problems where it is difficult to ensure products are in accordance with market needs and preferences, causing the risk of products failing or being less desirable.
Slow Innovation Process causes loss of valuable business opportunities and lags behind in market competition.
Lack of product testing and adjustment based on user feedback reduces product satisfaction and competitiveness.
Uncertainty in Certain Situations causes business uncertainty and requires rapid adaptation.
Lack of creative solutions and satisfactory user experiences can hinder a product's competitiveness in the market.

GOALS GOALS GOALS GOALS GOALS GOALS GOALS GOALS

Jbuxd aims to be a reliable partner for organizations in facing the challenges of innovation, product design and business development in the dynamic digital era. Here is an explanation of the goal that Jbuxd wants to achieve:

Ensure product conformity with the market to reduce the risk of products that are less desirable.

01. "Our partnership with Muhammadisme transformed our online business. The redesigned platform not only impressed our customers but also increased our conversions by 20%. We are now better positioned to compete in the e-commerce market and deliver an exceptional shopping experience."

Katie Hayes | SIXT PROJECT MANAGER

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Let’s develop something awesome together.

As part of the team that has contributed to JB/UXD’s long journey, I had the opportunity to co-start and build the brand of this design and innovation agency. For more than 2 years working there, my experience has become a great learning journey, providing invaluable insights and experiences.

01

Introduction

Client information Project Overview

Who is CareWell Aged Services?

CareWell Aged Services has been a trusted name in aged care for over 15 years, delivering high-quality services across Brisbane, Queensland.

Company Name

CareWell Aged Services

Location

Ascot, Brisbane, Queensland

Number of Employees

250+

Duration

2 Weeks

Muhammad

UI/UX Designer

Why is UX/UI Important for CareWell?

02

Research & Strategy

Target Audience

User Persona

Decision Making

Caregiver Workload & Burnout Study

Digital Literacy & Tech Comfort for Elderly Users

Competitor Gap Analysis

Who is CareWell Aged Services?

Understanding The Audience Was critical to designing an intuitive And effective platform.

I focused on their digital literacy, accessibility needs, and expectations to ensure the platform was user-friendly for seniors, transparent for caregivers, and efficient for administrators. CareWell’s services cater to a diverse group of users, each with unique needs and expectations.

Primary Users

Elderly individuals (65+) who rely on aged care services for daily support and independence.

Primary Users

Elderly individuals (65+) who rely on aged care services for daily support and independence.

Decision-Makers

Family members, caregivers, and healthcare professionals who oversee and manage care for elderly loved ones.

Business Users

Internal staff, administrators, and caregivers who coordinate care services, schedule visits, and ensure compliance with industry regulations.

Business Users

Devices Used

User Persona

To create a user-centric design, I developed three detailed user personas, representing the key groups interacting with the platform. Each persona highlights their background, technological familiarity, pain points, goals, and needs.

Goals

Primary User

Dianne

[76, Retired Teacher]

Familiarity with Technology

Moderate

Uses a smartphone for emails and browsing but struggles with complex apps.

Pain Points

Needs

Goals

Decision-Maker

Sarah Mitchell

[45, Daughter & Caregiver]

Sarah is a busy marketing manager and mother of two, juggling her career while ensuring her father receives proper care. She needs a digital platform that simplifies communication, scheduling, and trust-building.

Familiarity with Technology

Hight

Comfortable using online booking systems, mobile apps, and digital tools.

Pain Points

Needs

Goals

Business User

Mark Stevens

[52, Aged Care Manager]

Mark is an experienced aged care manager overseeing multiple facilities. His role involves staff scheduling, compliance tracking, and ensuring efficient care delivery.

Familiarity with Technology

Moderate

Uses digital management systems but prefers user-friendly interfaces.

Pain Points

Needs

Decision-Making Journey of Elderly Care Services

How do families and elderly individuals decide on aged care services?

Average Decision-Making Timeline

7

Weeks

47

%

of families experience guilt when choosing external care, fearing they are "abandoning" their elderly loved ones.

62

%

of elderly individuals initially refuse care, but 75% change their minds after the first trial visit.

Psychological Barriers & Motivators

Client information
Project Overview

Understanding
The Audience Was
critical to designing an intuitive
And effective platform.

Average
Decision-Making
Timeline

Key Features Implemented
Sitemap Overview
System Architecture
Wireframes