Cultural Care Au Pair

Beetroot contributed to the comprehensive digital transformation of Cultural Care Au Pair, the leading au pair agency in the U.S. Our team designed intuitive, visually appealing mobile apps for iOS and Android, and revamped the company’s websites and landing pages.

UX/UI Design
Mobile app design
Web design

Background

Cultural Care Au Pair, the largest and most established au pair agency, has been connecting U.S. families with au pairs from around the world for over 30 years. The agency is part of EF Education First, a global education company. The Cultural Care program fosters cultural exchange while providing affordable childcare solutions.

Project recap
- Cultural Care Au Pair approached Beetroot to help implement a digital transformation that would enhance the user experience, address key usability challenges, and ensure consistency across all devices.
- Beetroot took an iterative, user-centric approach to design, creating mobile app and website interfaces that focus on ease of use. The team developed a robust design system, conducted regular usability testing, and refined the design based on continuous feedback and evolving business needs.
- The result was a cohesive, intuitive digital experience, with mobile apps and optimized websites that empower users to confidently manage their journey, positioning Cultural Care Au Pair for long-term growth in the digital space.
Target audience
- Host Families: Families seeking flexible and reliable childcare solutions.
- Au Pairs: Young adults looking for cultural exchange, English improvement, and personal development opportunities.

Main goals
- The project aimed to update Cultural Care Au Pair’s digital platform, improving both its design and functionality to better serve both target audiences of the client.
- A key focus was enabling users to manage their au pair or host family selection on their own, with clear tools to support informed decisions and track progress.
Giving the client’s user audiences more control over their experience by creating a simple, unified interface across all digital platforms was essential. This included the design of user-friendly mobile applications for both iOS and Android to improve access and interaction.
Challenges
- User journey concerns: The users of the client’s platform often found the process unclear and were unsure about the level of support available throughout.
- Lack of personalization and match clarity: User profiles didn’t fully capture key details like specific childcare needs, leaving both families and au pairs unsure of why they were a good match.
- Mobile app hesitation: Some users preferred completing parts of the process on desktop, causing hesitation in fully adopting the mobile app.

Approach

The project’s main goals posed a challenging design task, leading the Beetroot design team to use a thorough and iterative approach to transform Cultural Care Au Pair’s digital presence.
Process

The project began with thorough research and discovery, where the team conducted competitive analysis, ideation workshops, and mapped out user flows. These initial steps ensured that the design process was grounded in a deep understanding of user needs and business objectives.
Process

Following this foundational work, the team produced wireframes and created core user flows for two consumer mobile applications – one for host families and one for au pairs. This work set the stage for subsequent design iterations and refinements.
Process

After analyzing the existing two marketing websites, the team identified key areas for improvement. Based on these insights, they proposed a new, optimized structure for the websites, aimed at enhancing user experience and aligning with business goals. The new structure is visually represented in the information architecture diagrams below.
Process

After analyzing the existing two marketing websites, the team identified key areas for improvement. Based on these insights, they proposed a new, optimized structure for the websites, aimed at enhancing user experience and aligning with business goals. The new structure is visually represented in the information architecture diagrams below.
Approach

The project’s main goals posed a challenging design task, leading the Beetroot design team to use a thorough and iterative approach to transform Cultural Care Au Pair’s digital presence.
Process

The project began with thorough research and discovery, where the team conducted competitive analysis, ideation workshops, and mapped out user flows. These initial steps ensured that the design process was grounded in a deep understanding of user needs and business objectives.
Process

Following this foundational work, the team produced wireframes and created core user flows for two consumer mobile applications – one for host families and one for au pairs. This work set the stage for subsequent design iterations and refinements.
Process

After analyzing the existing two marketing websites, the team identified key areas for improvement. Based on these insights, they proposed a new, optimized structure for the websites, aimed at enhancing user experience and aligning with business goals. The new structure is visually represented in the information architecture diagrams below.
Process

After analyzing the existing two marketing websites, the team identified key areas for improvement. Based on these insights, they proposed a new, optimized structure for the websites, aimed at enhancing user experience and aligning with business goals. The new structure is visually represented in the information architecture diagrams below.

Solution

Throughout the project, our design team focused on the users’ needs, following design thinking principles. We held daily design review sessions and regular usability testing to ensure that the solutions were practical, easy to use, and met the client’s business goals. Our iterative approach allowed us to adjust to changes and implement new ideas, resulting in a sleek and highly functional design.

Design System

In the early stages, the team developed a robust design system, including a style guide, design rules, and an initial UI Kit. This foundational work was essential for maintaining consistency and quality across all digital touchpoints.

Details

As the project progressed, the team was consistently refining and enhancing the design based on feedback and new insights. The first version of the mobile apps was developed swiftly to facilitate early usability testing. Although simplified, this version was crucial for gathering user insights and identifying areas for improvement.

The feedback from this initial phase led to a massive overhaul, incorporating elements from the company’s rebranding, which enhanced the overall user experience.

Website and landing page redesign

The Beetroot team designed over 60 hi-fidelity wireframes for two marketing websites and various landing pages, ensuring mobile versions were optimized for each. All pages were built using a foundational component library integrated with the client’s content management system (CMS), enabling quick and efficient website development within their existing ecosystem.

Results

By the end of the project, Beetroot delivered comprehensive designs for two mobile apps and several marketing websites, addressing key usability challenges faced by Cultural Care Au Pair’s users. The new designs made it easier for families and au pairs to manage their journey independently, with clear navigation and personalized user profiles

The final solutions improved the customer experience, provided more control over the process, and set the foundation for scaling, ensuring the company can adapt to evolving digital needs.

UX/UI digital transformation for Cultural Care Au Pair

Final touch

Reflections on the project

Here are some insights on the key experiences and lessons learned during the project.

Working on such a large, multi-national project was an incredibly rewarding experience. It felt great to contribute to something that brings real value to both the business and its users. One of the most interesting parts was tackling the complexity of the business processes and designing solutions that catered to so many different needs.

Anastasiia Mazur,

UX/UI Designer at Beetroot
What really made the project successful was the collaboration within the team and the strong support from stakeholders. Clear communication and teamwork helped us overcome any challenges along the way, and that made all the difference in delivering a strong final result.

Anastasiia Mazur,

UX/UI Designer at Beetroot
Working on such a large, multi-national project was an incredibly rewarding experience. It felt great to contribute to something that brings real value to both the business and its users. One of the most interesting parts was tackling the complexity of the business processes and designing solutions that catered to so many different needs.

Anastasiia Mazur,

UX/UI Designer at Beetroot
What really made the project successful was the collaboration within the team and the strong support from stakeholders. Clear communication and teamwork helped us overcome any challenges along the way, and that made all the difference in delivering a strong final result.

Anastasiia Mazur,

UX/UI Designer at Beetroot

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