Journey mapping & Content Strategy: Optimizing Care Home Services

Specsavers is the leading eyewear provider in the UK. Beyond their retail presence, they provide essential healthcare services, including NHS-funded eye tests and comprehensive hearing assessments.

The client

The challenge

The objective was to optimize the Care Home Services page to better reflect their current offering and drive higher engagement. While the page did not generate enough traffic for traditional A/B testing, it remained a critical touchpoint for care home managers and families—the primary decision-makers in this journey. The existing page lacked the clarity and emotional resonance required for such a high-stakes healthcare service.

My role

I was brought in to translate pre-existing customer research into a high-converting, empathetic digital experience. My goal was to move from general information to a journey that addressed the specific psychological needs of caregivers.

Audit and Journey Mapping

I began with a comprehensive audit of the current page, mapping the user journey across multiple touchpoints. I focused on sentiment mapping, identifying where family members or care managers might feel overwhelmed, and ensured the path to booking a test was as friction-free as possible.

Insight Extraction

I conducted a deep dive into Specsavers’ internal research decks. By extracting the core motivators and barriers of the target audience, I was able to identify the specific language and "trust signals" that mattered most to people responsible for the wellbeing of others.

Strategy and Design Brief

I developed a full design brief and strategic copy for the new page. This included:

• Value Proposition Refinement: Moving from a "service list" to a "care-centered" narrative.

• Information Architecture: Re-organizing content to prioritize the most frequently asked questions and logistical concerns of care home managers.

• Empathetic Copywriting: Using behavioral insights to lower the anxiety often associated with arranging medical care for vulnerable individuals.

Results

The project resulted in an optimized page structure and copy that follows UX best practices and speaks directly to the emotional and practical needs of the target audience. While user testing is pending, the new design provides a much more intuitive and persuasive experience, designed specifically to increase conversion among key decision-makers.