Novacare is a digital platform designed to address critical challenges in the social care sector, specifically improving the recruitment and retention of carers, while also delivering high-quality data insights for care providers and regulators. The project was grounded in user-centred research and developed using agile methodologies, with a strong focus on accessibility, inclusivity and usability. The design approach was informed by the GOV.UK Design Principles and followed NN/g usability heuristics to ensure the platform was intuitive, effective and inclusive for all users.

Discovery and research

The research phase combined qualitative and quantitative methods to understand challenges across the care recruitment journey. We conducted interviews and surveys with applicants, care staff, providers and regulators to identify onboarding pain points and explore where digital tools could reduce friction. Journey mapping and accessibility audits revealed experience gaps, particularly for users with lower digital confidence, while stakeholder workshops helped define reporting needs, data standards and regulatory requirements around secure data handling. This ensured the platform would meet compliance expectations while remaining efficient and user-friendly.

To focus on what users actually needed rather than just what they asked for, we applied a structured question protocol throughout our research. Form design followed best practice based on Adam Silver’s work and GDS principles, prioritising clarity, simplicity and context. These informed every interaction, helping users complete tasks accurately and with minimal effort. Insights from this phase shaped the core service structure, embedding accessibility, compliance and inclusivity from the outset.

  • Interviews, journey mapping, audits and surveys to identify pain points in recruitment and onboarding
  • Stakeholder workshops to define data needs, reporting requirements, ensure GDPR compliance, and establish appropriate levels of data anonymisation
  • Application of question protocol to identify essential user needs and ensure focused form design

Design and development

  • Prototyping of carer-facing tools and onboarding journeys
  • Iterative development of a web-based platform with both user-facing and administrative components
  • Inclusion of robust data pipelines, dashboards and permission-based access controls
Principles applied:

Start with real user needs (GOV.UK), Minimise friction and maximise clarity (NN/g), Iterate based on evidence – not assumptions, Build consistent, usable patterns

Testing and iteration

  • Usability testing across all user types (carers, provider staff, regulators)
  • Evidence-led iteration based on feedback and behavioural data
  • Ongoing improvements to ensure accessibility, data accuracy and operational fit

Outcomes

  • Drop-off rates in the recruitment funnel fell by 60% after the application UX redesign
  • Improved carer retention through clearer onboarding, support tools, and check-ins
  • Real-time, human-centered data insights built directly into provider and regulator dashboards
  • Greater engagement from users due to transparent, inclusive design and messaging