BabySam is a trusted leader in baby equipment and parenting solutions, with over 40 years of experience. The BabySam App builds on this legacy by providing an innovative digital platform that transforms how parents plan and purchase for their growing families. Designed as both a purchasing and planning tool, the app empowers users to select the best and most necessary baby equipment with ease and confidence.
EXPECTED KEY FEATURES
Based on focus group research, it was identified that users had specific expectations for the features of an app designed for BabySam.
Easily Buy Baby Gear Through the Mobile App
A seamless and intuitive shopping experience, allowing parents to browse and purchase baby essentials with just a few taps.
Get Personalised Rewards
Earn points and benefits based on purchases, creating a rewarding experience for loyal customers.
Control of Purchases
A straightforward and efficient purchasing process, including options for delivery, easy returns, and hassle-free checkout.
Get Personalised Deals
Exclusive discounts tailored to individual needs, help parents save on the items they need most.
UNEXPECTED KEY FEATURES
In UI/UX design, unexpected features are elements or functionalities that users don’t initially anticipate but are crafted to delight, surprise, and enhance their experience. These features go beyond basic expectations, providing added value and emotional or functional improvements that set the product apart from others.
Suggested Lists of Essentials
Many parents struggle to determine what they actually need for a baby’s arrival, often overbuying or underbuying due to uncertainty or societal biases. The app provides curated lists of the most essential items, making it easy to purchase exactly what’s needed right away.
Physical Store Integration
The app doubles as a pass for in-store experiences, enabling parents to book item testing appointments to evaluate specific equipment.
Discounts, Receipts, and Guarantees
Parents can conveniently use discount codes (via QR) and access all receipts and product guarantees directly within the app, making it a central hub for managing purchases.
Organize Purchases
Users can group items into custom categories for easy navigation, set products aside for later, or compare options to make more informed decisions.
Plan Spending and Track Progress:
The app helps parents stay on budget by displaying the total spending amount of items in their lists. It also allows users to mark purchased items and track their progress across categories, keeping them organized and up-to-date.
This project was developed based on the Design thinking approach. It is a human-centered approach to innovation—anchored in understanding customer's needs, rapid prototyping, and generating creative ideas—that will transform the way you develop products, services, processes, and organizations.
EMPATHIZE
Qualitative research - 4 interviews, young parents or parents expecting a baby, 27-35 years old, Danes or internationals living in Denmark permanently
Affinity Diagram - grouping and clustering interview points into similar themes in categories, highlighting the pains and needs of customers
Empathy Map - uncovering the needs and motivations of your target audience, getting insights into the user's emotional state
User Journey Map - understanding and addressing user needs and pain points at different points of interaction with the brand
DEFINE
In the DEFINE phase of Design Thinking, I created Value Proposition Canvas, Defined a Target Group pf the new solution, and defined Market Segmentation, Persona. It helped to ensure that a product or service is positioned around what the customer values and needs
IDEATE
Market research helped in the ideation phase to determine the direction of the solution (Global market growth of baby equipment, Baby Equipment Purchase in Denmark, Childbirth / Population curve in Denmark, Digital Trends for e-commerce via mobile APPs, BabySam digitalisation goals, Parent Concerns - desk research)
Quantitative research / Survey helped to find support of the idea among the potential or existing clients of BabySam (61 respondents, young parents or parents expecting a kid, Danes or internationals living in Denmark permanently)
Competitor Analysis - price/functionality correlation analysis among BabySam Competitors or brands that are working in direction of a similar idea
PROTOTYPE
TESTING
The most important part of the testing was learning about the user’s behaviour and preferences, Identifying usability problems, Discovering opportunities to improve, and Implementing improvements.
