HEALTHCARE | NON-PROFIT
choose Well SD
Choose Well San Diego is a county-sponsored program that helps families find safe, high-quality assisted living facilities. It provides a free online directory with objective quality scores to make it easier for seniors and caregivers to compare options and make informed decisions.
Taking Users on a Journey
The vision for the website redesign was to create an intuitive, needs-based user journey tailored to two primary audiences: individuals and families searching for an RCFE, and facilities that are either part of the program or interested in joining it. Recognizing that transitioning to an RCFE can be a significant and emotional change for older adults, the design approach focused on reducing anxiety and fostering comfort. Through the use of warm, inviting imagery and a resort-inspired visual narrative, the site repositions the RCFE experience as a positive lifestyle transition rather than a loss of independence.
Re-designed Website Growth
98%
Increase in amount of time a user spends on the website, from 2m 10 sec to 4m 19sec
119%
Increase in the pages viewed by the visitor
19,897+
Total consumer hours spent browsing facility data on the new website in the first half of 2020
Style Guide
Primary Color Palette
Secondary Color Palette
Typeface
Icons
Friendly Rating System View
Choose Well currently features over 170 assisted living facilities participating in the program. Each facility voluntarily partners with the County to be evaluated and have its rating publicly displayed on the website.
One of the key challenges in the redesign was improving the rating details section to ensure the information was presented in a clear, user-friendly way. It was essential that users could not only view a facility’s rating but also understand the factors contributing to that score. To enhance readability and visual comprehension, we transitioned the system to a star-based rating format, allowing users to quickly interpret quality levels at a glance while maintaining transparency in how each score was determined.
Marketing Materials
In addition to the Choose Well website redesign, I also led the design of the program’s print marketing collateral. This included developing advertisements for the San Diego Union-Tribune, as well as creating brochures, flyers, and a bi-monthly newsletter to promote awareness and engagement with the program.
Bi-Monthly Newsletters
In addition to designing Choose Well’s print collateral, I was also responsible for creating their bi-monthly digital newsletters. Due to high user engagement and requests for physical copies, I later developed print-ready versions as well. Alongside the website redesign, I introduced a refreshed visual identity for the newsletter to strengthen brand consistency and enhance overall recognition across both digital and print platforms.
