A digital foundation for person-centered care – UX & UI design by Rikke Korup Sørensen

Disciplines

UX & UI Design · Journey mapping · Information architecture · Stakeholder alignment · Wireframing & Prototyping · Design systems · Component libraries · Accessibility design · International collaboration

Mockup of a home care website design featuring a clean layout and user-friendly navigation for easy access to services.

Shaping the user experience during a rebrand

As UX & UI designer, I was responsible for defining the digital experience across six markets, ensuring the new brand launch was not only visually consistent but also user-friendly and accessible for caregivers, families, and elderly clients.When Home Instead rebranded to Dovida, the organization needed more than a new name. They needed a digital platform that could scale across six countries while supporting very different user groups:

Families looking for care options for their loved ones
Elderly clients with diverse digital literacy levels
Caregivers seeking job opportunities

The challenge was to unify fragmented websites into one digital ecosystem while creating an intuitive, trustworthy experience for all audiences.

See project

Final design and sketching from design process

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Understanding users

I mapped the core journeys for each user group and facilitated workshops with internal stakeholders. Pain points such as complex flows, duplicated content, and accessibility gaps that excluded elderly users became clear.

Brief overview of he design work process

Structuring the experience

Using sitemaps, wireframes, and interactive prototypes, I streamlined navigation and simplified key flows:

Clear, distinct pathways for “Find home care” and “become a caregiver”
Consolidated content to reduce decision fatigue for families
Accessibility-first approach with contrast, typography, and interactive elements optimized for older users

Design system & UI

I Helped built a modular design system that enabled scalability across six markets. The system defined rules for color, typography, imagery, and components – giving local teams flexibility while ensuring brand consistency. The visual language balanced warmth and trust with usability and clarity.

The collaboration has been excellent. So what I really like is the energy that the team brings and no matter what the issue was or the problem, I always felt the team tried to understand us and went that extra mile.

— Stuart Fynes, Chief Information Officer