An original startup idea for the UK, bringing families and independent carers together for companionship and everyday support.
Explore the project
iCare is my own startup concept, developed for the UK market. I came up with the idea in response to the growing need for support at home, with a focus on helping families connect directly with independent carers.
The project combines a public website with a developed backend and dedicated account journeys for care receivers, carers and administrators. The website introduces the service, explains how it works and gives each audience a clear starting point.
The idea began with a question: how could families find companionship and everyday support for an older relative, while connecting directly with an independent carer?
I developed iCare for the UK market around those needs: clear information, direct connections and a more personal way to arrange support at home.
Families and carers arrive with different questions. The experience needs to explain the service without overwhelming visitors, while giving practical information about trust, safety and getting started.
The design direction uses warm photography, soft colours and straightforward language. Dedicated pages for carers and care receivers help visitors find information relevant to them.
The website gives the service room to explain itself before asking visitors to take action. Information about how iCare works sits alongside dedicated audience pages, safety information and care articles.
React Router provides the page structure, SCSS shapes the visual system and Sanity supports editorial content. The broader codebase includes separate journeys for care receivers, carers and administrators.
ICare is being built to support carers who value clarity, flexibility and respectful working relationships - with families, directly.
If you’re a carer, you know the realities of this work.
Short visits, changing schedules, unpaid travel time — and too often, feeling treated like a task rather than a professional. Most carers didn’t choose this work for that.
You chose care to support people properly, build trust, and make a real difference in everyday life.
iCare is being built for carers who want calm, direct working relationships — with clarity from the start.
ICare is a platform for carers who value quality and human connection.
It’s not a traditional care agency, and it’s not a basic job board. ICare gives you space to build your own independent practice - with control over your availability, who you work with, and how care is agreed.
We’re starting with companionship support, where presence and trust matter most. This means spending real time together: conversation, routines, everyday activities and reassurance.
A welcoming website for iCare, connecting families with independent carers for companionship and everyday support.
Clear information, warm photography and dedicated journeys help carers and families find their starting point.
Behind iCare’s calm interface is a developed backend that brings accounts, bookings and payments together. Families and carers can manage the practical details of care in one place.
The Stripe integration supports payments and carer payouts. Built-in message protection helps keep conversations on iCare by masking detected contact and payment details shared in chat.
The screens below show how this comes together: signing in, exploring a carer profile, reviewing a booking and tracking earnings. These previews use illustrative details.
Carer account Welcome to iCare.
Manage your bookings and messages.
Find support that feels right.
I explored how iCare could feel as a mobile app, bringing the same warm identity into an experience designed for everyday use.
The animated preview follows the journey from signing in to discovering a carer: a welcoming first step, followed by a profile with experience, ratings and routes to useful tools.
This is a mobile product concept, extending the direction of the website and account platform.
I created this film to introduce the idea behind iCare: helping families find companionship and everyday support, with trust and direct communication at the heart of the experience.
Scenes of everyday connection bring the startup’s story to life, giving iCare a voice beyond the website.
This was one of the marketing videos used on Facebook and other social media channels to introduce iCare through visual storytelling.
From the public website to account journeys, payment integration and the brand film, iCare brings the service together through one approachable identity. The mobile concept explores how that experience could extend further. Across the project, the aim is the same: make finding and arranging everyday support feel clearer and more personal.