BabyChange. UX Project
“Because when you have a baby, everything changes”
Problem to solve
Parents spend too much time and money finding baby products appropriate to their needs.
“85% of shoppers are confused by current experience”
Gumtree Report 2017
Objective
How might we solve this problem by creating a better online solution?
Research approach and methodologies
To get inside the head of our audience we interviewed a variety of audience types. New Parents, Repeat Parents, Cash poor families, Parents of growing kids, Grandparents and family and friends of people with young children via methodologies such as:
One to One conversational research
Observational research of users engaging with current market
Recruitment via Guerrilla method as well as invitation
Development of empathy map
Uncovering thoughts, emotions and insights helped us inform a human centred design solution
Data analysis activities
Validation of the problem
Current market review including web analytics, strength and weaknesses in any similar offerings, content strategy observations and brand positioning
Persona development
“76% of Aussie parents actually buy second hand items when having a baby”
Solutions Process
Inputting key learnings into creative development. We validated that existing content online was confusing and advice on what to buy was conflicting. People felt overwhelmed by choice and struggled to find good product reviews to help them decide on what to buy. The user experience of leading e-commerce sites was found to be messy and confusing. People also felt scared and confronted by large costs associated with items for a new baby and wanted second hand options. So how do we offer parents a choice of both new and used products in the one place and as a business benefit from both?
Disrupt the category by offering the first new and used market place.
Ideation Process: What would a two-way market place look like?
“How might we?" ideation workshops
Plotting ideas on a Value Matrix and defining the MVP
Creating detailed user flows for each MVP item
Wireframe Development
Innovations
New and used versions of the same item
Shop by Age
Dynamic product reviews
Baby/Child timeline
Remembering the ‘why?’
In all UX projects and especially those that are intended to innovate. We must remember the ‘Why?’. The original reason that there was appetite and motivation for change. In the case of BabyChange, we wanted to create an online destination that:
“Puts the joy back in to having a baby”
We looked at every feature and asked ourselves, does this go some way towards delivering some joy? If so, how? We prioritised features that gave parents back time, money and peace of mind. So that they could get back to enjoying what was really important.