Transcript Karen …just gave birth Noah …was just born Nursing is the most natural thing in the world.

Karen
…just gave birth
Noah
…was just born
Nursing is the
most natural thing
in the world. Right?
Wrong, it’s
harder
than it looks
Karen is tired
and so sore
Noah’s
not latching
on right
He falls asleep after only
a few minutes of nursing
The doctor asks
when Noah last
nursed…
Karen can’t remember.
There’s an
app for that
Karen tried
Baby Nursing
But it didn't work for her.
She switched to iOS Notes
Karen's story inspired this redesign
Redesign Goals
Improve usability
Boost engagement
Grow user base
Explore business models
Research
Formative - Interviews
Talk to nursing moms and watch
them use nursing apps.
Research
Evaluative - Prototypes
Build and test prototypes with new
moms to see what they think.
Interviews & Testing
We talked with 13 moms…
Interviews & Testing
And watched them use 5 apps.
Interviews
We gained valuable insights into
wants, needs, and behaviors that
lead to three prototypes.
Prototype Testing
We showed our prototypes to 3 moms
and 1 postpartum doula
Prototype Testing
Their feedback helped shape our
final design recommendations.
Recommendations
Distribute via B2B Business Model
Restructure Information Architecture
Simplify the User Interface
Include Tips & Resources
B2B BUSINESS MODEL
Insight
New moms are anxious, many
regretted not reaching out to
professionals earlier.
Insight
“I had questions like…
Is this right? She was
making so much noise.
I was fretting.”
Insight
Healthcare providers want moms to
log their feedings.
Insight
All of the
moms
received
paper charts
to record
feedings.
Solution
Provide a white label app that
connects moms to their doctor and
a lactation consultant.
Solution
Cloud based data that moms and
health care providers can access.
2:12am R 5min
Looks good!
Insight
10 of the moms we spoke to had
never considered using an app to
help with nursing, despite the fact
that they were all iPhone users.
Insight
“I never looked for a nursing
app before. It’s great to
track to show/bring to
doctors when you’re going
to the doctor.”
Solution
Hand deliver the pediatric care
branded app in the hospital.
St Marks
Insight
10 of the Moms said that a nursing
app would be most valuable in the
hospital and during the first few
weeks.
Insight
All of the moms said they had
mastered nursing by 3 months.
Insight
“We had a very long labor and the
baby slept for a day an a half, then
I had to give him formula because
my milk didn’t come in, then he got
thrush, it was super hard. Finally after
about 2 months things leveled out.”
Solution
Limit the scope of the app to the first 12
weeks.
Offer moms who have completed the
12-week period a baby book of their
nursing record.
Promote other apps that focus on
needs of older babies after that time.
Restructure the
INFORMATION
ARCHITECTURE
Insight
The information architecture of the
current app is overly complex and is
difficult to navigate.
Insight
None of the moms we interviewed
preferred the Baby Nursing navigation
above the other apps shown.
Solution
Re-design
the home
screen
with
We’ve focused
on the
6 primary
activities
simple
icons that focus on primary
activities.
Simplify the
USER INTERFACE
Insight
Moms saw value in having features
and options, but the said that
recording detailed information was
time consuming.
Insight
Two moms nursed during the
interview, both of them were
juggling a phone and a baby at the
same time.
Insight
Any successful interface needs to be
very simple. So mom can use just
one hand.
Insight
“I like it when you click
on the big Left or Right
circle. It’s very easy.”
Solution
Insight
Moms mentioned that banner ads
and feature unlocking offers were a
turnoff.
Insight
“They want you to
buy, buy, buy. That
turns me off.”
Solution
Remove the in app banner ads and
unlock-able features.
Lost revenue will be made up for via
enterprise licensing and sales of
additional products.
Insight
Moms want charts so they can see
how their baby is doing.
Insight
“I’m a data nerd like that,
I love graphs.”
Solution
Show the feeding
diary data in a
easy to understand
format.
Insight
Moms worried that it would be
difficult to go back and edit or log a
feeding they had missed.
Insight
“I don’t always want to
have my phone with me
when I’m nursing him…
Can I write it in later?”
Solution
Change the + to an ‘Add a
Feeding’ label
Solution
Include
TIPS AND RESOURCES
Insight
5 Moms said they were unaware of
the resources and support options
available.
Insight
“I wish I had known about the plastic
bubbles to help with healing and the
breast shields. I wish I had seen a
consultant sooner because I would
have gotten a breast pump earlier.”
Solution
Include tips, articles,
and videos inside
the app.
Insight
All 13 moms felt isolated and felt like
nursing was difficult the first time
around.
Insight
Moms want to know if their baby is
okay, if this is normal.
Insight
“There’s so much fear and
anxiety as a new mom. Luckily
the doctor told me to expect
the anxiety and that those types
of feelings. That feelings of
hopelessness are normal.”
Solution
Give them the option to email, chat,
or call a lactation consultant or their
pediatrician.
HAPPY ENDING
Imagine
Karen if soon
after
birth
…justgiving
gave birth
the nurse who
was helping
Karen showed
her how to
download Baby
Nursing onto her
phone.
Karen
The nurse walked
Karengave
through
…just
birth
how to log a
feeding and
showed her the
resources
available to her.
Karen
…just gave birth
Days after
Noah’s birth
Karen is still
struggling with
nursing.
She can’t remember everything
Karen
the nurse
…just
gavetold
birthher in the hospital.
She has the app. She looks up the
Karen
right gave
way to
latch on.
…just
birth
She is able to
Karen
chatgave
with her
…just
birth
lactation
consultant
right in the
app.
Karen is reassured and she and
Karen
Noahgave
finally
get a few hours sleep.
…just
birth
Thank You
Questions?