AIC.sg is meant to be a trusted support platform for caregivers and seniors, providing information on healthcare, financial aid, and community services. However, despite having a wealth of information, users struggled to find what they needed.

Many relied on AIC’s hotline rather than navigating the website, indicating usability barriers that prevented self-service and independent decision-making.

As the Lead UX Designer, I spearheaded a 12-week UX research study to transform AIC.sg from a dense information repository into an intuitive, guided digital experience that mirrors the compassion and support of in-person AIC Link consultations.

And we set off with the objectives to:

• Rediscover the habits and behaviours of the seniors and caregivers and address their needs and concerns with effective, compassionate and personalised support in a guided journey.
• Enhance the current AIC platform to elicit needs and concerns from seniors and caregivers and, provide AIC consultants the information required to deliver triage service and support to their clients.
• Translate the redesigned guided journey for information and support and user experience recommendations into product backlogs and web functionalities that can be handed-off to development.

With the goal to ensure that users receive the same level of compassion, service, and support online as they do at AIC Link branches. Users should feel reassured and supported throughout their digital journey, mirroring the in-person experience. This means providing:

12-weeks study will ideate and validate the wireframe prototype with user groups and stakeholders

Following the Design Thinking methodology, this 12-week UX study was structured to empathise with users, define problems, ideate solutions, prototype designs, and test them iteratively with real users.

Our approach frames the as-is experience to design for the Parallel Digital Experiences – AIC Consultant experience

To ensure that the redesign met real user needs, we applied the Teasing Apart, Piecing Together (TAPT) Method.

This approach involved breaking down the caregiving support journey into key moments and rebuilding the experience digitally to mirror an AIC consultant’s guidance.

To be people and resident-centric – we will need to balance views from varied user personas…

To create a people- and resident-centric experience, we needed to understand the different caregiving and aging personas that interact with AIC’s support services. Each user group has unique challenges, behaviors, and needs, which shaped our design decisions.

Let’s Dive into One of Our Personas: Sarah, The Conscious Caregiver

Sarah represents the Conscious Caregiver—someone actively managing her aging parents' needs while juggling career and family responsibilities. She understands the importance of planning but often feels overwhelmed by the sheer amount of information she must process.

The storyboard below illustrates Sarah's experience from our research study, mapping her journey through 4 key stages: Awareness, Consideration, Decision and Post-Decision, each reflecting her emotional state, needs, and interactions.

Teasing Apart the Experience of Sarah's Journey at AIC Link Consultant Branches

To replicate the warmth and support of an in-person consultation in a digital experience, we needed to break down Sarah’s journey into its core elements—what she sees, feels, and experiences—and then translate those into actionable UX strategies.

Sarah’s experience wasn’t just about finding information—it was about feeling heard, supported, and empowered.

By breaking down her journey into core interactions and emotions, we were able to design a digital experience that is intuitive, clear, and compassionate.

Piecing Together Sarah’s Visit at AIC Link Consultant Branches

To replicate the in-person consultation experience in a digital space, we designed key features that guide users like Sarah through their caregiving journey, providing clear pathways, personalised assistance, and interactive tools.

Each element below was created to empower caregivers and seniors to independently access support, ensuring they find the right resources without confusion or frustration.

The biggest challenge for caregivers isn’t just finding information—it’s knowing what’s relevant, what to do next, and how to navigate complex systems.

With the insights gathered from the activities, we can derive the To-Be User Journey for Sarah to transform her experience

We identified opportunities to simplify and enhance Sarah's caregiving journey on AIC.sg and mapped out an improved user journey. This new journey creates a digital experience that mirrors the personalised support users receive at AIC branches.

And our proposed design recommendation of the key website features to be implemented.

• Guided Journey – Dynamically suggests relevant resources based on user activity, ensuring seamless navigation without manual searching.
• Eligibility Checker – Provides instant clarity by assessing qualifications through a simple Q&A, confirming eligibility and guiding users to the next steps.
• Comparison Tool – Enables side-by-side evaluation of services, costs, and criteria, helping caregivers make informed decisions with ease.