Mums' the Word

A research to develop a potential startup platform aimed at finding ways to make

new parents' lives easier & feeling supported.

1. Conducted competitive analysis to identify existing digital platforms that service new and recent mothers (these are the main demograph, however as you can see in step 2, I interviewed fathers for this project).

2. Performed user interviews with 10 parents (7 mothers and 3 fathers)

3. Underwent synthesis through affinity mapping to categorise interview feedback

4. Developed personas

5. Created journey mapping for each persona

6. Prioritise features for prospective digital platforms

7. Userflow

MY ROLE

As a Lead User Researcher I conducted user research and consequently recommendations for developing a web-based and/or app-based platform for a prospective startup to support expecting and recent mums. I addressed the following chronologically:

PROBLEM  HYPOTHESIS

Expecting mothers and mothers of young children  can face a great deal of difficulties feeling isolation, stress for health issues with the baby, their toddler and the stress the mother experience for her own health. Also the added pressure of juggling other crucial responsibilities such as their employment, which may put an emotional and physical strain on them and impact the relationship with their partner and other family members.

HIGH LEVEL TIMELINE

MAKE OF TEAM

KEY GOALS

Mothers do not get adequate assistance and do not get provided sufficient information from official channels, they feel out of sorts and missing the freedom and liberty they’ve once cherished prior to having children and are feeling isolated. The added pressure of previous commitments such as work and looking after their children or family members also triggers a highly stressful environment for them.

- Client Briefing

- Research & Interviews

- Low-fidelity &

high- fidelity prototype

- Usability testing

- Stakeholder (shareholder) presentation

- I am the lead User Researcher for this project

- Provide recommendations from research to the owner (a single mother) of the prospective startup concept

- Research and identify the needs of new parents and expecting mum's to be

- Design a recommendation to develop a platform to address the needs of the above-mentioned users

COMPETITOR ANALYSIS

To get an insight into the existing resources available to recent mums, we've implemented a competitive analysis evaluating two forms of services for recent mums — support apps for pregnant mums and mums of babies and toddlers and apps to help mums connect with other mums.

I conducted the usability test with 5 mums who were given the opportunity to use the apps for a week and then give feedback on their own usability experience.

Competitors' Usability

Improvement Feedback

Pregnancy apps

  • Users felt some articles provided inaccurate information and were too direct, offensive and generalised about certain mums (e.g. overweight mums tend to have birthing problems). One user felt that statements such as this can cause a negative impact on pregnant mum's emotional well being (they are the most sensitive emotionally at this stage).

  • Users complained about glitches with new update such as occasional app crashes, non operational save function, change on interface making app navigation difficult and new unappealing interface.

  • Sign in problems

  • Problem with refreshing new information being entered by user (such as doctor's appointments and weight of child).

  • User advised calendar feature was missing

  • Two users compared their devices, one had Android and the other had Apple, they noticed Android were missing some key features that the Apple phone version had (such as weekly baby growth progression was missing on Android).

Community of mums app

  • 2 of the Users had problems with registering a new account and logging on. The mums sent messages to the app owners but had not received any response.

  • Advertising pop ups covers user posts and cannot be removed for 3 days. User believes some of the advertising are scams.

  • There doesn't seem to be any app personnel to take down inappropriate posts.

  • 3 of the users experienced filter settings doesn't seem to screen out kids' age and location. Incorrect demographic seem to appear even though user had not selected those criteria.

  • User's pictures and profile information seem to spontaneously just disappear after completion.

  • Sometimes app won't open and network problem message appears.

  • Users found none of the mums online responsive.
     

USER RESEARCH

To get an insight into the existing resources available to recent mums, we've implemented a competitive analysis evaluating two forms of services for recent mums — support apps for pregnant mums and mums of babies and toddlers and apps to help mums connect with other mums.

I conducted the usability test with 5 mums who were given the opportunity to use the apps for a week and then give feedback on their own usability experience.

Locations

Savvy Self Group.

The Concourse, 700 Bourke St, Docklands

03 9005 5930

(Skype Call Free) 

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