UI/UX Case Study: Babyroo — A rent platform for baby necessities
By: Amanda Tri Utami Permatasari
Tags: Design Process, UX Design, Ui Ux Case Study, Baby Products, Ux Case Study

Mission: I, with the team as student in UI/UX Bootcamp class at Binar Academy, was given a challenge to find problems around us and solve them in a digital way.

Being a parent has never been easy, we have to be well-prepared not only physically and mentally but also have a preparation of well-managed financial expenses to fulfill the baby’s needs in every growth phase of their life. As we know, babies need different necessities in their growth phase and it is not cheap enough to be purchased for certain items. Start from the newborn baby (0–3 months), infant (3–12 months) to the toddler (1–4 years).

Each development stage needs different necessities to be taken care of, from the primary to the secondary needs. Although as a parent, we might be willing to give what’s best for our children whatever the struggle faced.

Introduction

I am the youngest in my family who hasn’t been married, but I see the struggles from my brother and sister’s experience. Sometimes we talk and share about what they have been feeling in handling their baby, the hassles in taking care of the crying baby, improving their baby's cognitive skills, traveling, etc. I have an eldest brother who has their first baby and an elder sister who has their second baby this year. Sometimes, they would like to buy certain baby’s items to make their parental handling easier but afraid the baby would ignore things they already purchased due to the baby’s uncomfortable feeling. In the end, it just kinds of wastes money and comes with regret feelings. One day, my elder sister complained to herself that it would be better to allocate the wasted money to other expenses. Unfortunately, if things already happened we could not reverse the time and return the money already spent.

💡 Then came up with an idea to help the hassles my elder brother and sister feel by creating a platform for parents to provide affordable baby items.

In making a better digital product as the outcome, We used a design thinking framework to help us find the solutions.

Copyright to Interaction Design

Stage 1: Empathise

To build a product, We need to understand the user as parents, their behavior, emotion, needs, and thoughts in preparing the baby’s needs. We started to research the user problems based on their experience. The research scope is parents who have a baby or will have a baby at the current time.

Preliminary research

Preliminary research

The research goal was to obtain user behavior and preferences relatively fast to access information on a large scale of the target user. Preliminary research was done by Instagram polling.

🧿 The preliminary research was done on two different Instagram accounts and we combined the total answers.

In a total average of Instagram polling, respondents answered 72.3% did not find any trouble in preparing the baby items. Around 80.35% of respondents answered if baby necessities are urgent to have, although it is less affordable to be purchased. In total 56.25% of respondents prefer to rent or buy second items, 43.75% of respondents would like to buy the new one for baby products.

In-depth interview

The in-depth interview goals were to get a better and deeper understanding of the target user. The actual user needs, problems, behavior, thoughts, experiences, and emotions. Interviews were done with nine respondents.

User persona

Based on the research observations, I created the persona that represents the users. Let’s meet Bella!

Stage 2: Define

After interviewed the respondents, I observed the respondents’ answers and classified them according to the similarities.

Affinity diagram

Then I shortlisted similar answers to get the actual needs of the users based on their experience.

User afraid their children will get easily bored for the items they already purchased,

If it’s possible the user will sell the baby item which is already no longer use,

User purchase the baby items online and offline,

User’s most consideration in providing the baby items are qualities and hygienes,

The user usually find the baby items information from google or social media, relatives, and friends,

Some users experience buying the wrong baby items or they use the purchased things in a short period.

As the user problems and needs were already explored, I made How Might We draft notes to define the solutions.

How might we…

User journey

I created the user journey to visualize the user experiences to find the pain points they might face while using the product. This helps me to create better features for the users.

User journey

Stage 3: Ideate

User flow

I created the flow as the visualized navigation of the users may through in the platform. Two scenarios were made, the rent products and preloved of the baby items. The flows were made to facilitate the user could find product items easily.

First flow: Rent

Second flow: Preloved

Sketch

Before I created the high-fidelity products, I drew sketches as my guideline on developing the products. This also helps me in brainstorming the exact features that will be offered to the users and how they accessed them.

Product sketches

Wireframing

The wireframe process helps me in exploring more design ideas.

Wireframe process

Design guidelines

Design system

Minimalists and user-friendly are the goals of the Babyroo design in a high-fidelity version. At first, in the color combination, I used the combination of soft purple, pink, and turquoise as it represents mystery, compassion, and calmness which is describing the relations between parents and their children.

High-Fidelity