February 21, 2012
Better Data, Better Choices, Better Relationships
MCD is proud to have helped Genworth and AARP launch a new product: the most comprehensive set of eldercare planning and provider search tools on the market today.
Until now, determining the level and type of care required, as well as selecting appropriate providers for your loved ones had often been confusing and opaque. The new site, located at www.genworth.com/caregiving is part of a complete suite of service offerings dedicated to demystifying the Eldercare selection process and putting the caregiver in control of the situation.
Our Strategy, UX teams collaborated closely with the product managers to research the audience, establish product priorities, define functionality and establish marketing goals in an iterative manner. While, our design and copy teams established a distinctive, trustworthy brand voice that is so critical for success in this space.
A paid service with a "freemium" business model, the site includes a robust, filterable database that covers 5 major care types across the country, diagnostic tools to help people understand the options available to them, as well as educational content.