How do you provide busy parents, with varying levels of tech-savviness, information on a wide range of extracurricular activities available for their children, empowering them to make informed decisions?
Project Overview
Context
As a first-generation immigrant parent, I struggle to find suitable extracurricular activities for my children. Inquiring about classes is common among parents, and I've discovered new activities that were unknown to me through these conversations.
Other contributing factors to the lack of awareness could include being in a new city or neighborhood and experiencing first-time parenthood.
Product Vision
Come up with a design and strategy to address the varied needs and challenges of parents trying to explore extracurricular activities for their children.
Business Opportunity
A commission based business model could be executed, I designed with a focus on improving user engagement and retention to drive increased revenue and company growth.
Design strategy
Role: self-initiated project from research to the high-fidelity prototype.
Duration: 16 weeks
For a deeper dive, visit the full case study.
JUMP TO RESEARCH & PROCESS
Solutions
Below is the user research-driven solution that incorporates 5 initial user interviews, 6 usability tests, and iterations in designs to resolve parental pain points.
Research & Discovery
The User Interview workshop revealed that 90% of parents rated their overall experience with finding extracurricular activities online as average or below average.
The competetitve analysis
The insights are based off :
5 user interviews: 4 mothers, 1 father actively involved in searching and booking, with kids enrolled in at least one extracurricular activity.
Inquired about their process of activity search and discovery.
Understand the current state of experience and why and how it needs to change.
Define
What I did : I began this phase by Affinity mapping all the data I had gathered during the research phase.
Consolidating all the synthesized data, I created Personas to pinpoint shared thoughts, behaviors, and pain points among the user group I design for, helping to ground my decisions and assumptions around them.
Studying the themes and the personas, I plotted Features Prioritization Matrix showcasing possible features onto a graph to visually clarify which features I should prioritize in the MVP. This was also useful when considering future improvements and features.
Design
I revisited the data collected from the user interviews and worked through the main User Flows that interested users the most.
Key Iteration Activities
I started off with sketching the screens and the flow and conducted Gureilla testing with parents.
