Nutrition Product
Design a learning experience for to be a mum
2014 @ Razorfish
In 2015, a nutrition product company wanted to promote their preconception nutrition products to gain local market share. They wanted to have a strategic solution from Razorfish HK Ltd. Due to the non-disclosure agreement, I’ve just can show partially insights and conceptual plans that I did for this project.
Challenge
Competitors e.g. Wyeth, Abbott, Meadjohnson and Anmum had already owned the major local market and local women didn’t know the clear function of our client’s products. Also client had many product teams in their company, each team has its own mission and vision. Resulting in non-outstanding branding promotion.
My Role
Role: UX architect
Working Team: Strategy Team
My Working Tasks:
Mainly focused on research, feature ideation, and UX design proposals for a digital application.
I collaborated with our strategic team head to create product proposals and defined professional women as our target audience.
My work ended in the visual design phase.
Research Methodology and Insights
Due to limited resources, our research focus on 2 main areas:
target audience studies - our target audience for the product are professional women.
understanding client's existing service
Note: We have limited resources on the brand perception analysis. We were just able to ask for participant comments in user interviews. However, those comments could not be used as representative results because of the sample size limitation.
User Interviews
Participants
5 working mothers between the ages of 30 and 45 who had children and worked in various industries.
Interview session
30 mins
Research topic
Identify common daily patterns among these professional women based on their behavioral habits.
Who are they?
Based on my findings, these professional women had certain common characteristics such as:
being disciplined,
knowledgeable, and
efficient.
I observed that yhey were always highly organized and structured in their approach.
Stage 1. When women plan to be mum, they are getting body ready.
Learning
Based on my interviews, I found that when these professional women plan to be mum, they always use their traffic time and nighttime to seek information from popular forums such as Baby Kingdom, Geobaby, and Babycenter.com.
Preparation
During this period, their main focus was preparing physically and mentally for conception. Here are their daily behavioural pattern.
Stage 2. When women got pregnant, what they do need...
Work-life balanced and keep healthy
They mentioned that during their pregnancy, they strived to maintain a balanced work-life schedule as much as possible despite feeling sleepy most of the time.
To avoid developing gestational diabetes, they ate very carefully even if they felt hungry all the time.
Pregnancy precautions & Prenatal Education
Thus, they had looked for more information about pregnancy precautions or how to eat healthily during pregnancy.
After the first 3 months, they started to do prenatal education and learn to be a good mum for their upcoming child's birth.
Mentally support
Besides, they also emphasized that they were more sensitive and nervous during that period and always required support from their peers, parents, and professional staff.
Here are their daily behavioural pattern.
Conclusion on our end users' needs
After capturing their daily behavioural pattern, I proposed referring to the following aspects and developing an application to fulfil the end users' needs for building the brand's professional image:
Learning to be parents
Healthy guidelines for pregancy
Pregnancy precautions & Prenatal Education
Mentally support
Our client's existing service
Our client had provided a 24 - hour hotline service to answer their clients' call by registered nurses, and guide they to get right nutrition at different stage durint the first 1000 days.
Reflection
Even though our client had approved the majority of the design proposal, they decided to abandon the automated mom advisor and mom university. I believe the key reasons were that nobody could consistently provide sustainable content, and maintaining content quality was challenging.
What I have learned...
I have learned from this experience is that I overlooked their resources and business model. Just because they have the expertise to handle daily hotline inquiries doesn't mean that the same individuals would excel as writers or content providers. Additionally, such tasks could potentially affect their performance in delivering their core services.
What should I do at the next time?
Before starting a project, conduct comprehensive research to understand my client's resources, business model, and specific needs. Also, engage them in detailed discussions to clarify their goals and expectations.
Evaluate the client's resources and understand their capabilities and their limitation.
If the project relates to the content generation, I have to develop a content strategy that aligns with the client's resources and business model, ensuring it doesn't compromise their core services.
How could I boost brand awareness by showcasing their expertise in nutrition formulas?
To achieve our strategy, I suggested to:
Generate sharable content by using existing knowledge and articles
Extend their existing services into several content parties, which are sharable.
User conversion
Allow the public to access trial version content - to let the end-user experience the benefit of the application.
Develop an easy onboarding process - for the public reader, to convert them be our members.
Touch point
For explaining the strategy, I designed the following infographic to explain our opportunitiy and the touch points with our target audience.
