Type
App in production with beta users
Timeline
7 months, 2020-2021
Tools
Google sheets, Google forms, Lucid App, Notion, Adobe
My role
User Interviews, Observing users, Surveys, Analyzing and Synthesizing Data, Gain beta users and launch beta program
Team
Me as UX researcher, Product designer, marketing executive, Technical founder, developer, mentors from Starta accelerator
Success goals
Build customer journey map
Gather and conduct interviews with beta users
Beta users become paying customers
Defining strategy
Context
Heymom is a AI powered monitoring cameras and alert system for babies and caregivers.
In the year 2020 when we started to work together with a founder, the product joined the New York accelerator Starta, raised first funds and didn't have any users at that moment.
What we had
Right after joining accelerator, we had App and Hardware c
Challenges
Limited resources - Our challenges were compounded by the absence of a comprehensive branding guideline, small team, and the non structured previous documentation and Figma files
Communication and Collaboration: Working along with the Founder and consultants from the Accelerator program we joined, we needed to maintain effective
UX and product research
We audited current hardware (cameras) and product UI/UX
Competitive analysis
We gathered all companies competitors
Analysed company size, type, marketing focus, product attributes, pricing packages, Funding, Key Competitor Differentiators, Competitive Priority, Social presence, User reviews, PR and distribution channels
Then we focused on details in:
Packaging
Camera technology
Software features
Synthesizing Data
The most important part in our Competitors Analysis was synthesising data and aggregate the differentiate point.
What we saw as a Key in Software products was Custom content (Lullabies, Stories) and Custom notifications.
Our Persona - Family with kids under 5 years
"I want my kids to be safe and feel myself confident with knowing how they are doing when I'm at work"
Age
25-50 years
Job
IT specialist
Location
Big city, outside area of big city
Family
Partner/Married, have kids
Who is our family
Both parents work full-time . Sometimes it could be long hours.
Family has income above average.
Use babysitting services on a regular basis.
Already tried baby monitors and know what could be improved.
Goals
To spend less time watching baby monitor and be more focused on work.
Feel confident and aware of how children are growing while parents are away.
Frustration and pain points
No time to watch online regularly after kids and nanny (while using baby monitor).
Feel frustrated that current baby monitors do not alert parents when the situatio
Prioritization for Software app
Alerts
Alerts of any potentially unsafe conditions within a child’s environment
Keep Track
Keeps track of your babysitter or nanny’s activities, letting you know if they are actively engaged with your child
Daily reports
Sends daily reports with data that reflects your
baby’s daily activities such as
naptime, playtime, etc.
Beta-Testing Program Goals
Short Term
Long Term
UX Beta testing process
User Journey Map
My goal was to create an actual User Journey Map with a Product we'd already had. After Beta program testing, we understood that there were some Software app functionality that was quit exiting for parents, but there was also a bit overwhelming feeling with Tasks daily setup.
Heymom product killing feature
Reflecting on the project outcome
What we did:
We conducted quantitative+qualitative research within more than 30 facebook parental groups. We also partnered with parental apps as referrals to get first customers.
After thorough qualification, we gathered 25 users for a beta program who tested the Heymom product for several weeks and stayed connected with us.
As a result, we got:
After gathering feedback, we started to implement it to the product roadmap.
We got first paying clients from beta users and partnerships channel.
