Core Feature:
Grouper Directory
The Grouper Directory was released in December 2024, following two major scope reductions.
TL;DR
As the sole product designer for Grouper’s member directory, I led the end-to-end design to help senior citizens discover interest-based groups. I crafted user flows, wireframes, high-fidelity designs, and updated the design system in Figma, prepared engineering handoff documentation, contributed to Jira ticket creation, and conducted QA on engineering work. With no research budget, I volunteered with a Grouper-sponsored senior walking group to ensure my designs were rooted in authentic user insights. I also contributed towards the enrollment process and connecting the enrollment and directory experiences together.
Even though the directory launch was de-scoped, its value remained clear. Throughout the design process, our lead insurance partner, Optum, recognized its potential and used it to sell additional plans and ultimately help drive Grouper’s growth. Thanks to the combined efforts with Optum, streamlining enrollment, and the directory offering, Grouper’s membership grew from 3,000 to 39,000 in just seven months.
Though impacted by company-wide cuts shortly before the MVP launch, the experience taught me about shipping a core product from scratch—navigating ambiguity, collaborating with cross-functional teams, and consistently championing user needs while still meeting business goals.
Who is Grouper?
Grouper, formerly known as Element3 Health, is an early-stage digital healthcare startup focused exclusively on enriching the lives of senior citizens. Through partnerships with major healthcare providers like UnitedHealthcare, Grouper is offered as a core benefit to insurance members. Eligible members were 65+ and received free access to a wide range of group activities — from in-person events and instructor-led virtual classes to an active online community of fellow Grouper members. Grouper has proven effective in helping seniors combat loneliness and isolation by promoting social connection and physical engagement.
Directory Overview
Grouper’s mission is to “encourage healthy living through meaningful social connection and shared experiences.” To support this, these senior citizen members are given access to a vast database of groups they can browse and join based on their interests. Once they find a group that resonates, they’re able to connect in person through shared social activities. Grouper aims to spark initial introductions and provide a platform for those relationships to grow through mutual experiences.