Benvy iOS Mobile App

Explore the best baby products for your babies.

"Having a hard time to decide what to buy?"

I believe most of you once have had a hard time figuring out what you should buy in front of a counter. You might be thinking about what color of the lipstick fits you or which PC model satisfies you.

When facing hundreds kind of pacifiers, new parents and expectant parents are also falling into the same situations where they are frustrated to make a purchase decision!

The Challenge

How might we help new parents and expectant parents to decide what baby product they should buy?

Build Empathy through User Research 👶

Fully understanding the role that we didn't have any experience on was not an easy thing. To see the world through the eyes of a mommy or daddy, we tried to get to know our target users from multiple dimensions. We conducted observation in Target, handed out 12 questionnaires and interviewed 10 potential users. Then we created an affinity diagram to help us organize all the answers.

User Insights

After user research, we started to list out all frustrations and needs of our summarized from the research, gathering insights about the process of purchase decision-making of baby products.

Large demand for the product information

Parents become more careful when buying stuff for babies or mommies since their safety and health are pretty essential to a family. Thus they usually do lots of research from several platforms and shop around, then make the final decision.

Lack of authenticity

Although online articles and customer reviews are an important reference, parents still not trust them one-hundred percent due to lack of authenticity. Instead, parents rely more on advice from experienced parents they know.

No ideas on what is needed

Babies' demands vary fast as they grow up. New parents always get confused about what their baby needs at different age stage.

User Journey Map

In order to grasp a big picture of what our target users are going through when shopping for baby products a user journey map was created to help us analyze the decision-making process.

Conceptualization

With all users' pain points and needs in mind, we brainstormed possible solutions, vote for the final product decision. After deciding the product, we set the design goals and brainstormed features to achieve the goals.

Product Decision: Sharing Community to Explore Experience

In this 'sharing community', users are able to share experience on any baby products, whether they are good or not and why. It becomes easier for newbie parents to search user experience of a certain product or explore novel things for babies.

Design Goals

Build trust

All contents in our app are also online information, how to let users trust them?

Personalize

How to help users quickly find what they need?

Wireframe

IA

Wireframe

Validate Concept

To evaluate and improve our product, 6 participants were invited to do usability tests with a clickable prototype. During the process, we let participants explore the app by themselves and speak aloud their thoughts.

Improvement 1

How to purchase?

Where can I buy it? When I saw something I need, I just want to buy it with one click.

Three participants pointed out similar thoughts that they would like to buy or know where to buy the product they want in a certain post.

We have considered developing the app to an e-commercial platform when the customer base is large enough so that users can directly buy what they like in our app.

But for now, at the very beginning, a substitution is to provide a purchase link to other platforms. To avoid being regarded as ads for certain companies, we hid the link and it can be only seen by clicking "I want to buy" button.

Improvement 2

What is popular?

I would like to see what other parents are buying, what are popular products.

Users always seek recommendations, 'hot search' will tell users what others are searching, which gives them a hint to explore popular and novel stuff.

Besides, when searching, users will see a list of popular products ranked by how many posts they show up in, which also tells how popular they are somehow.

Final Design

Visual design: Cozy and energetic

Since the app is targeting new parents and it's related to babies, we want to create a warm atmosphere. And babies always bring infinite energy to a family, we hope our app can also deliver an energetic attitude towards life. Thus we choose red which represents love and energy as our theme color.

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