Cover image
Cover image

Packed for Mama

Packed for Mama is a small business founded by kirstie Geddes that started to help first time moms get what they really need in hospital bags. Many healthcare brands give out hospital bags however many of them don’t have everything you will need

Project duration

July 2024 - December 2024

My Role

UX/UI Designer

Tools

My responsibilities

User research

Usability testing

Wireframing

Prototyping

The Team

Goal

Packed for Mama is a small business founded by kirstie Geddes that started to help first time moms get what they really need in hospital bags. Many healthcare brands give out hospital bags however many of them don’t have everything you will need

The process

As a group of 12 ladies we helped a NGO (Packed for Mama). To redesign their website. We were divided into two groups to focus on two different areas of the website

Key focus areas

Redesign the packed for mama’s website to create the best experience for partner brands/sponsors.

Redesigning the packed for mama’s website to create the best experience for expecting moms

My focus area was to redesign the website to create the best experience for expecting moms. So I wil be focusing more on what we did and how we went about it.

Emphatize

Research study

10

Participants

30-40

Minutes

Google meet

Tool

Objective

Redesign the website to encourage users to complete the check out and therefore generating more revenue for the client as well as creating a great/memorable customer experience and  repeat business

Target group

First time expectant parents and second time expecting parents

Research questions

Increase traffic

Understanding expectations of the website

Create a website that helps customers get well prepared hospital bags

Research questions

What are your thoughts as expecting parents going into hospital?

What are your worries and pain points when purchasing online?

How important are the reviews and recommendations from other moms in the decisions to purchase a pack from pack for Mama?

Was it easy to find your preferred styled product, and how long did it take? 

Do you feel all these items in these packs shown here are necessary? (Follow up: What checklist do you have in mind that is value for money?)

How would you explain these packs to a friend or family member?

Research questions specific to second time moms

What was your experience like with your first baby?

What did you find useful in your hospital bag during your first pregnancy?

Emphatize

Infinity mapping

Patterns

Themes

Insights

Six categories of defined insights

Emotions and feelings

Product awareness

Online shopping experience

Reviews

Product preferences

Donations

“What was very necessary was snacks for me and my husband, like nutritious snacks like nuts and bars. Something to munch on for during birth too because if it takes very long you’ll get hungry. Even though I thought before that it was not possible to eat, they actually encourage me to eat.”


“Of course, quite nice, because it has all of the essential stuff you need, like some of these things I don’t even know I have to take with me”

Define

User persona's

Using the information from the infinity mapping we created two user persona’s together with two jobs to be done for each persona with functional and emotional needs for each job to be done.

Define

User persona's

Journey goal: Purchase a hospital pack for the first time

Emotions & feelings

Participants are unclear on what to expect from the hospital experience. They find the available information overwhelming and are unsure where to begin.

Online experience

Participants are looking for visual clues to ensure that the website is secure.

Product awareness

1st time moms seek more images and detailed descriptions of each product to understand what it is and how it is used before making 
a purchase

Online experience

Participants are seeking websites and digital designs that they recognize, as familiarity with e-commerce websites helps build trust.

Product awareness

Participants indicate they are willing to pay for eco-friendly products, but it is uncertain whether they would follow through with the purchase.

After interrogating the data from the customer journey map to each and every finer detail of how Rachel and Lu will feel and experience each stage we came up with problem statements.

Ideation

How might we and Crazy 8's

In the ideation phase we created plenty of HMW phrases to help us solve our problem statements that we categorize to make it easier to vote on the best how might we that will help us solve the goals of the project.

Top three categories for the HMW Pharases

How might we

Crazy 8 Solutions

Understanding of products

The problem statement

Participants are unclear on what to expect from the hospital experience. They find the available information overwhelming and are unsure where to begin.

Participants are unclear on what to expect from the hospital experience. They find the available information overwhelming and are unsure where to begin.

Participants are looking for visual clues to ensure that the website is secure.

1st time moms seek more images and detailed descriptions of each product to understand what it is and how it is used before making 
a purchase

Participants are seeking websites and digital designs that they recognize, as familiarity with e-commerce websites helps build trust.

Participants indicate they are willing to pay for eco-friendly products, but it is uncertain whether they would follow through with the purchase.

Participants are unclear on what to expect from the hospital experience. They find the available information overwhelming and are unsure where to begin.

1st time moms seek more images and detailed descriptions of each product to understand what it is and how it is used before making 
a purchase

Participants indicate they are willing to pay for eco-friendly products, but it is uncertain whether they would follow through with the purchase.

Customization of packs

The problem statement

1st time mothers require clear, accessible instructions on how to use products for both themselves and their babies, as the current information is often confusing or inadequate due to a lack of visual information.

How might we bridge the gap between 1st time moms understanding PFM's products and how they should be used?

How might we provide step-by-step guidance on products?

How might we present the information in a way that is engaging but educational at the same time?

How might we visually show/display information that is clear and concise?

How might we create guides for 1st time moms?

Customization of packs

The problem statement

1st time and 2nd time need the option to customize their packs to ensure they only receive items they need and avoid duplicates, allowing for greater flexibility and personalization in their purchases.

HMW add display delivery dates of orders?

How might we design a process that ensures parents can easily choose products tailored to their sizing and skin care requirements?

How might we offer recommendations during the customization process to help moms find  the most relevant items?

HMW add personalization to packs to make it easy to use and avoid receiving items they already have?

HMW help moms to ensure they receive the items they need in time?

Reviews

The problem statement

1st time and 2nd time moms need a mechanism to verify the legitimacy of the website and the authenticity of its reviews to reduce uncertainty and build trust because there is prejudice that reviews are generated by bots.

How Might We help first-time and second-time moms verify that PFM website is legitimate and trustworthy?

How Might We ensure the authenticity of reviews to build trust among new and expecting moms?

How Might We reduce uncertainty for moms worried about fake reviews generated by bots?

Ideation

The task flow

Viewing a product pack guide

Design

Low fi wireframes

Design

Low fi wireframes

The solution

Understanding of products

Categories for moms to navigate to their specific need

Downloadable pdf guides

Customization of packs

Downloadable pdf guides

Categories for moms to navigate to their specific need

Understanding of products

Added google certified reviews to show the user website is secure and save

Accessibility check

When designing the hifi prototypes my focus was to assist the team in creating a style guide and to make sure all of our components pass the WAG

Initial colours

AA & AAA Graphics: Fail

Contrast change

AA & AAA Graphics: Pass

Buttons hover mode colour change to be visible and pass accessibility

Buttons

Designing buttons the size would not go smaller than 48pt to keep touch targets in mind if we need to design for mobile

Screen sizing

According to our research most of the users visited the website via their desktop or laptop so we decided to start designing for desktop but we still accommodate for mobile

Desktop

Mobile

Design iterations

User testing

After creating a finished prototyped we created a interview script for usability testing and we used the insights to create a infinity map to choose the core problems to fix that will help packed for mama reach their goal.

Enhancing the donation process

Information availability

Information availability

Lessons and next steps

Lessons learned

During the Packed for Mama course, I learned the importance of effective team collaboration, communicating my ideas and input clearly, and asking for advice when needed. I also discovered the value of speaking up at the right moments and how to work together online to design exceptional products.

Next steps

After presenting the redesign to the stakeholders of Packed for Mama it is their responsibility to handover the project to the developers and also their choice to what solution and research insights they want to apply on their website.