Pet Care enrollment & booking

The goal of this project was to create an enrollment flow that helps first-time users discover pet care in a faster, more engaging way. Previously, Care.com followed a post-a-job model, where users posted their care needs and candidates applied. The new booking model allowed users to share their specific needs and instantly book care for their pets. This shift required adapting the enrollment flow—accessed via search engine marketing pages—so users could quickly find and book their ideal caregiver. As a result, conversion from the flow increased by 4%, and overall pet care bookings grew by 10%.

Role: Product Designer

Team: Product Manager, Product Design Manager, Content Designer, Illustrator, Engineer

Scope: Web

KPI: Pet care bookings

Competitors

To begin, I researched other brands that used a booking model for finding pet care. I went through their enrollment experiences, took screenshots, and created a FigJam board to gather information.

Takeaways for brand 1

  • Information requested—dog details, behavioral, care needs, veterinary

  • Many screens contained multiple questions

  • Transactional voice with short questions

  • Muted grey and white color palette with few colors

Takeaways for brand 2

  • Short process

  • Friendly voice with positive reinforcement

  • Pops of color and fun icon illustrations

  • Must download app to view and book matches

Site map

Next, I collaborated with a Product Manager to build a map of the enrollment process using information required to book different types of pet care. Together, we identified which steps needed to be updated in the existing enrollment flow.

Early designs

I began designing the flow by using Care’s design system to go gather required information from users.

Key developments during the design process

  • Removed questions that did not effect match results

  • Chose a consistent icon style by only using the hand-drawn style with color instead of the solid navy and white style

  • Used a consistent design for dropdown menus

  • Asked questions in a more conversational tone

New icons

On the interstitial and dog details screens, there was an opportunity to introduce new icon illustrations that matched the playful style of the existing triage screen. To extend this fun, engaging tone throughout the experience, I commissioned five new illustrations from the team’s illustrator—one for the interstitial page and four representing different dog sizes—while keeping them aligned with Care’s unique visual style.

Pet sitting

The final designs combined Care’s brand voice and visual style to deliver a seamless experience for new users booking pet sitters, boarding, daycare, and dog walking.

Boarding

Doggy daycare

Dog walking

Error states

Focused states

Prototype

Impact

As Care moved to a booking model that allowed customers to instantly share their pet care needs and book services, the redesigned enrollment flow helped support the transition. The updates made it easier for first-time users enroll and quickly find and book the right pet caregiver while driving measurable results.

Overall, there was a 10% increase in pet care bookings and a 4% lift in conversion from the flow.

During this project, I gained valuable experience working in parallel with other teams developing similar flows to support Care’s new booking model. The child care enrollment and booking flow was being developed alongside the pet care flow, so I stayed in regular communication with that team to ensure consistency and avoid duplicating work.