We conducted qualitative interviews with Swiss parents to discover their needs, pain points, and the behaviours involved in how they consume information and receive support at the start of parenthood.
Based on our collected data, we identified the primary pain points and areas of opportunity to develop a modern, digital version of Pro Juventute’s parent letter, creating personas and user journeys to highlight relevant points.
Using our extensive insights from the research, we designed and facilitated a co-creation workshop in which internal experts, parents, and designers worked together to generate a wide range of ideas, potential features and digital applications.
We prioritised and selected high-potential ideas for the digital parent letter, then created a first, rough prototype based on wireframes which incorporated the main components of the solution we envisioned.
We conducted two rounds of qualitative user testing with different clickable prototypes to validate our assumptions, get direct feedback from parents and iteratively refine the solution.
We performed an extensive ethnographic inquiry to gain insights into the contemporary needs and pain points of Swiss parents. Approx. 70 interviews and experiments were conducted with new parents and parenting experts, allowing us to develop different personas, understand parent user journeys and identify stigmas and conflicts.
After evaluating, filtering, merging, prototyping and testing promising ideas during 2 iterative rounds of user testings, our designers were able to come up with an initial version of the new digital “newsletter for parents”. The prototype was designed as an app with personalised content based on the age of the child and included interactive features.
MICHAEL AUSBURGER, BUSINESS ASSOCIATE