Alma Care began as a postnatal retreat, with an in-home program as a side service. As the demand and profitability of in-home care exceeded the retreat, Alma Care shifted its focus to scaling the new program.

In response to this change, my role was to reposition Alma Care as a comprehensive postpartum care platform; promote in-home care while maintaining visibility of the retreat.

Before this project, various designers and developers had created website pages, program documents, and other assets that loosely followed a style guide but lacked consistency.

To solve this, I created a set of reusable elements and components to maintain unity across different products and speed up development.

Previously, the only way to book Alma Care was through a consultation. This worked for the retreat model, where clients wanted to speak with us before committing thousands of dollars. However, we used the same process for in-home care.

Since our customers were booking care months before giving birth, I suspected there was a segment of clients looking for immediate care that we weren't converting.

I didn’t have data to back this up, so I set up a form that sent care requests directly to the Alma team.