Bright Horizons: Family Concierge
Streamlined care plans on MyBH for better accessibility and usability
TL;DR
What: Redesigned the Family Concierge care plan experience to feel personalized, actionable, and easy to revisit—while integrating Salesforce data into the MyBH platform and aligning with the newly updated homepage.
How: Led UX strategy and design, conducted usability testing, refined terminology, and collaborated across teams. Post-launch, we added enhancements like a "+ New Request" button, in-app tour, and perk badges based on user feedback.
Result: Achieved a +40% increase in form submissions and +102% increase in care plans created—significantly improving both user engagement and market competitiveness.
Ongoing: We’re actively reviewing user sessions in FullStory to monitor engagement, surface issues, and ensure the experience continues to deliver value over time.
How: Led UX strategy and design, conducted usability testing, refined terminology, and collaborated across teams. Post-launch, we added enhancements like a "+ New Request" button, in-app tour, and perk badges based on user feedback.
Result: Achieved a +40% increase in form submissions and +102% increase in care plans created—significantly improving both user engagement and market competitiveness.
Ongoing: We’re actively reviewing user sessions in FullStory to monitor engagement, surface issues, and ensure the experience continues to deliver value over time.
Overview
Family Concierge is a personalized guidance service offered through Bright Horizons benefits. It creates custom care plans for families—supporting children, school-agers, and elder loved ones.
Role:
Led UX design for the care plan experience—defining strategy, driving user research, and collaborating with cross-functional teams to deliver a seamless, user-focused solution.
Role:
Led UX design for the care plan experience—defining strategy, driving user research, and collaborating with cross-functional teams to deliver a seamless, user-focused solution.
Outcome
We measured success by form submissions and care plans created:
- +40% increase in Family Concierge form submissions
- +102% increase in care plans created
Problem
Discovery highlighted four key user needs:
- Personalization: “I want to feel like this care plan was created just for me.”
- Actionability: “I want to be given eligible recommendations I can act on easily.”
- Continuity: “I want my care plans stored centrally so I can return anytime.”
- Awareness: “I want notifications when my plan is updated so I know it’s ready.”
Additional UX constraints and platform challenges included:
- Access & Status Visibility: Users needed to easily see their care plan statuses and access MyBH resources from a single place
- Care Plan Regeneration: If a concierge made any change, the plan had to be fully regenerated and resent—making clarity and efficiency critical to reduce confusion and unnecessary updates
Goals
Primary Goal:
- Elevate the Family Concierge user experience by integrating Salesforce care plan data directly into MyBH. This enabled better flexibility in design and broader usage opportunities
Secondary Goal:
- Position Family Concierge competitively within the market, improving design quality and user experience compared to solutions like HiCleo and Wellthy
Iterations
Since the homepage had just been redesigned, maintaining visual consistency and a unified experience across pages was essential.We explored several iterations of the care plan interface, focusing on:
- Streamlined navigation
- Clean, modern UI aligned with the new homepage design
- Easily accessible care plan details and next steps
Testing & Feedback
We conducted usability testing across both desktop and mobile platforms to evaluate how intuitive and effective the new care plan experience was for users.
Usability Testing Approach:
- Developed a structured testing plan where each participant was asked to complete key tasks while thinking aloud, allowing us to observe their decision-making in real time
- Evaluated users’ reactions not just to the functionality but also to the overall visual design and layout
- Collected open-ended feedback by asking participants for any final thoughts, questions, or suggestions at the end of each session
Key Insights & Outcomes:
- Users were initially confused by the term “Resources” due to its overlap with a separate menu item, which led us to rename it “Recommendations”
- Most users described the interface as modern, clean, and easy to navigate, validating the design direction
After deployment, we also surveyed both end users and Family Concierge staff. Feedback remained consistently positive, especially around clarity, ease of use, and the helpfulness of having all care plan information in one place.
Final designs
Post-launch
We were able to implement several enhancements that had initially been out of scope:
- "+ New Request" button for quicker access
- “Learn More” section to educate users on what Family Concierge offers
- Center perk badges to highlight added benefits
- A walkthrough tour to onboard new users
- Adding a section for relevant resources (articles, webinars, videos)
We're continuing to evaluate the experience through session reviews in FullStory, which provide insights into how users interact with the site. These reviews help us identify friction points and ensure the experience continues to meet user needs and business goals.
