Our parents needed guidance and support through a very challenging time. They had questions, concerns and worries and often felt lost through the experience. Our current service was meeting there needs only part way. While they’re relationship with their coaches was great and of high value to them, our digital service component was failing them. We needed to fix it.
At the time, our app was only available on tablet. One thing we learned very quickly was that parents were not using the app on the tablet for a multitude of reasons - and the engagement numbers reflected this.
First thing: meet them where they are - make the app available on mobile. Not just make it available on mobile, but deliver a better, more valuable, connected anywhere, anytime experience on mobile. With a baby in one arm, navigating a larger tablet proved difficult. Additionally parent's didn't carry their tablets around with them. The one device they had on them at all times, always connected – their mobile phones.
Nia, an AI support concept
Below are a few screens to demonstrate an idea I had around supporting parents when Coaches were not available. Her name is Nia, an AI that can guide and respond to parents needs whenever they have them.