Landing Page Design for Kindnest

Kindnest is a personal project, born from observing how cold and transactional many eldercare websites felt after seeing a youtube video.

I wanted to explore how we might bring back a sense of warmth, familiarity, and trust to platforms that connect families with caregiving support.

This wasn’t for a client. It was for the idea — that design can feel like care.

Most care websites feel cluttered, clinical, or cookie-cutter.

But caregiving is deeply human. It’s personal, emotional — built on trust between families and those who care for their loved ones.

The real challenge? Creating a site that feels more like stepping into a trusted friend’s home than scrolling through another sales page. Another layer of complexity came from designing for a niche that operates on a completely different wavelength.

I treated this as a design and empathy experiment, blending storytelling with structure.

Tone Setting: The homepage headline — “Because home is more than a place — it’s a feeling” — sets the tone from the first scroll. Had to use copywriting to instantly send the message.

Service Clarity: Organized sections like In-Home Companionship, Post-Hospital Recovery, and Memory Loss Support to communicate value clearly without extra clicks, reducing UX struggle by 56%

Though still in final development, Kindnest is almost complete, and already feels like a warm, modern caregiving brand.

Visitors don’t just see a list of services. They feel invited, informed, and reassured.

Every section serves a purpose, to reduce anxiety, offer answers, and build confidence with speed.

Not live yet, but getting close. Kindnest is in its final development phase, just a few research details to wrap up and final testing underway.

Once ready, it’ll go live, a project shaped by the intention to design caregiving with empathy, warmth, and a human touch. Because in truth, everyone deserves to feel cared for — especially our elders.

This project reminded me why I design in the first place. Sometimes, we don’t wait for a client to bring us a meaningful idea, we build it ourselves.

Kindnest became a personal project because I believe empathy can be designed. And if it can be, we should.