Kidaround App

Kidaround is a concept app that helps parents meet other parents and discover family-friendly events in their neighborhood. Below is the journey from concept to testing.

Prototype

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The Problem

Cate_icon

Meet Cate. She has a 5-year old and moved to a new city a year ago for work. Los Angeles is a big city, and she misses her friends and family back home. When she isn't working she and her husband are watching their daughter. She likes her co-workers, but she hasn't found her community of friends like at home yet. How do parents make new friends?

  • Parents need support. 
  • Making new friends as an adult is hard.
  • Making new friends as a working parent is even harder. 
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The Initial Idea

An app to help parents meet other parents.

The app helps new and expecting parents find other parents who are in their area.

The ultimate goal is to help parents find their much-needed support group more easily.

The Initial Idea

An app to help parents meet other parents.

The app helps new and expecting parents find other parents who are in their area.

The ultimate goal is to help parents find their much-needed support group more easily.

Stakeholder Interviews

Stakeholder Interviews

  • People are over the Tinder thing. Gamifying dating keeps people from having meaningful connections (the dating app Hinge).
  • There are a lot of marketing opportunities/money in the mom market- group outings, mommy bloggers, selling data, ads, but content is key.
  • What do the users want? What types of events would get people out of the house and mingling?
  • No swiping! Make sure the user feels catered to, taken care of, SAFE, create a respectful environment
  • Apps like Glow and The Bump offer articles and information while people track their baby’s progress. Find out what kind of content would our users like, and how to introduce the content.
  • Find out what type of outings/events users want. Have a section where local moms can host small outings in the area.

The Questions

The Questions

Generative Research:
User Interviews

The goal of the first round of user interviews was to gain deep insights about the target demographic and to understand their struggles and needs. 

Demographics and Technology Behavior

  • Name
  • Age
  • Age of child(ren)
  • Phone/technology/devices
  • Favorite apps
  • Working, stay-at-home, or a mix of the two?
  • What forms of social media do you use to connect with friends and family?

Relationships and Support

  • From whom do you get support as a parent?
  • Do you have a group of friends in your area that you rely on for parental support?
    • How did you meet them?
    • How do you communicate with them?
    • How often do you keep in contact?
    • What do you wish was different about the way you kept in contact?
  • If not, where do you get support as a parent?
  • What do you need as a parent?
  • Does anything change in your friendships before you’re a parent and after?
  • What do you feel is important when considering a new friendship?

Parenting Content

  • What information are you seeking about parenting/childcare? Where do you go for that information?
  • What type of parenting content do you look at online?
  • Favorite parenting blogs?
  • What types of places/events do you go to with your kid?


User Quotes

"I want to surround my baby with good role models."

“Our kids getting along is a stronger commonality than us parents having something in common."

"Too far = UGH."

5 Facts

  • In about half of households in the US, both parents work.*Pew research
  • Parent roles in the household are more equally balanced than the past. *Pew research
  • Women with higher education are raising larger families. *Pew research
  • 80% of Americans who have used online dating agree that online dating is a good way to meet people. *Pew research
  • There is a growing number of breadwinner moms and stay-at-home dads.*Pew research *Pew research

5 Assumptions

  • Parents are busy.
  • Parents care about their children.
  • Parents want good, healthy relationships for themselves and their children.
  • Parents are choosy about how they spend their time.
  • Parents feel they need support in raising their children.

More Questions

More Questions

  • What encourages a person to meet a stranger one-on-one?
  • What makes a person feel safe?
  • What filters/categories help a person send signals about the type of person/parent s/he is?
  • How does a product avoid of the feeling of judgment and rejection?
  • How do you build a community from an app (with no previous connection to an existing community)?
  • How do you utilize existing public spaces/events to meet one-on-one?
  • What makes a person check into an app even if it doesn’t have any available or relevant content/information on the first use?
  • Local events seem to be the main draw for users - how do you get all the local event data? Do you hire ambassadors for each neighborhood/area?

Target device

Through user interviews, all parents stressed the importance of mobile optimization.

  • 86% of millennials own a smartphone.
  • Millennials are the largest demographic that is moving into parenthood. They are almost evenly split between Android and iOS.
    • Notification capability - Parents don’t have time to check in, so might prefer notifications.
    • Location Services - the main service of the app is to serve local content.
  • Responsive mobile web - Users can search and access the database with all devices. 

What can we give our users?
What's the value proposition?

Inviting
Safe
Convenient

By using the app, parents can find out more about their community and the families around them. They can find other parents who are looking to meet parents, playmates for their children, and local events and ideas for family-friendly outings.

Personas

young asian mother and baby

When I make new friends, I want to surround my baby with good role models, so I can trust their support.

Lily and Jojo

Occupation: Stay-at-home mom
Age: 31
Demographic: Asian-American female
Tech devices: iPhone, iPad, Kindle, DSLR camera, laptop

Lily is taking a break from her career to care full-time for Jo Jo. Her family just moved to a new city. Her baby Jo Jo is 6 months old, and Lily feels that now is the time for him to spend more time meeting other families and kids.

Lily and Jojo

Occupation: Stay-at-home mom
Age: 31
Demographic: Asian-American female
Tech devices: iPhone, iPad, Kindle, DSLR camera, laptop

Lily is taking a break from her career to care full-time for Jo Jo. Her family just moved to a new city. Her baby Jo Jo is 6 months old, and Lily feels that now is the time for him to spend more time meeting other families and kids.

Pain Points:

  • There are other moms around me, but we don’t share the same things we want to do. The type of memories we want to make are different.
  • I see big events that happen around my area, but I don’t want to go to them because they’re far and seem like a hassle to get to. Is the trouble worth it?
  • I need 10 more pairs of hands.

 

Successes:

  • When I meet other moms at the park, we can chat one-on-one. Watching other moms at the park interact with their child is also really helpful.
  • It’s reassuring to google weird things online and find out that other parents googled the same thing.
  • Chatting with friends, video chatting with family, getting family to babysit is key support.
Tiffany_Peter

When I go somewhere with my child, I want to take him somewhere convenient and interesting, so I can enjoy the outing and meet like-minded people. 

Tiffany and Peter

Occupation: Public school teacher, breadwinner of the family *Growing number of breadwinner moms
Age: 29
Demographic: African-American female
Tech devices: Android phone, work laptop, Kindle

Tiffany is the breadwinner of her family. She has the summers off, but is very busy during the school year. She lives in the state she went to college, and has close friends within an hour and a half drive. She uses Facebook solely to keep in touch with friends and family, and has met a few mom friends through local parenting groups.

Pain Points:

  • If an event for kids is going to be really large, I don’t want the hassle of taking my child by myself. I’d rather do something more convenient like go on a walk.
  • It takes a village to raise a child. I wish communities were still like that.
  • Things that are too far = UGH.

Successes:

  • Mommy groups are really helpful to get lots of information that I didn’t know I didn’t know. Active participation and speaking is really helpful with meeting people.
  • I use Facebook so much more now. There are lots of closed groups, hosted by founders I trust. I read them and get info. I’ve met people and gotten great things through Buy/Sell/Trade, but we don’t necessarily become friends.
  • Lots of great local, educational places to take your kid (free museum days, hiking groups, etc.) where I can guess there are diverse and similar-minded people.
Jon_Sylvia

When I go somewhere with my child, I want it to be spontaneous and convenient, so I don’t have to plan.  

When I go somewhere with my child, I want it to be spontaneous and convenient, so I don’t have to plan.  

Jon and Sylvia

Occupation: Freelancer, stay-at-home dad *Growing number of stay-at-home dads
Age: 37
Demo: Caucasian male
Tech devices: Android phone, Kindle

Jon is a freelancer and stay-at-home dad. His schedule varies widely each day of the week. He also lives in an area without a community of stay-at-home dads closeby. He mainly relies on family for parental support, and doesn’t feel a strong need to have friends who are also parents. Jon feels that it’s more important to find friendships for his child and get along with the parents of those kids.

Pain Points:

  • A one-on-one profile-based friend-finding app feels too much like a dating app and I wouldn’t use it.
  • Getting out of the house is the most difficult part of taking my child somewhere.
  • I would never go to a mom group to make friends, and dad groups are few and far between.

Successes:

  • Even if it’s difficult to get out of the house, I’m always willing to try to make events, even for the last 10 minutes.
  • There are a lot of local, public spaces in my area where I can take my child regularly (library, hikes, playground).
  • When our children get along, I strike up conversations with parents at the playground.

Storyboards

Tiffany Discovers a New Local Event

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Lily Stumbles Upon an Event

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Jon Finds a New Place to Take Sylvia

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The Pivot

Original idea

A friend-matching app

 

New research-based idea

A local events app for parents and kids

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Kidaround

The Kidaround app helps parents meet other parents and discover family-friendly events in their neighborhood.

5 Levels of Why

An Exercise in Empathy

Why do parents need to meet other parents?

Parents need to talk to other people who are going through the same experience of parenthood.

Why?

It’s hard being a parent and trying to figure it all out by yourself. You can get help from family and people who’ve already had kids, but it’s more fulfilling, more fun when you’re figuring it out together with a friend.

Why?

You have a lot of control and responsibility as a parent, and you want to feel thoughtful in the decisions you make for your family. Part of that is the process of discovery. Learning from friends is a really strong experience of discovery.

Why?

People like doing things by themselves, and not just doing things that other people tell them to do. Learning things with your friends is about sharing information, not telling each other what to do.

Why?

With friends, there isn’t a level of hierarchy like there is with in-laws and parents.

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What does Kidaround want?

When I connect two parents,
I want to show their commonalities,
so I can encourage them to meet in real life.

When I notify a parent about an upcoming event,
I want to delight and surprise them,
so I can entice them to take their child out.

When I tell parents about local events,
I want to curate them to their needs and show them events they hadn’t found in other places,
so I can give them new experiences.

😞

I feel discouraged when people look at their matches, but don’t go out and meet anyone.

I feel useless when people ignore my notifications then eventually delete me.

I feel frustrated when I confuse parents with too much information.

😄

I feel happy when a parent goes to an event that I told him/her about.

I feel like a winner when two parents decide to meet in real life.

I feel okay if a parent is too busy to go to an event, but keeps checking the app for content.

I feel happy if a parent goes to even one event!

Sitemap & Wireframes

Site Map

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Setting Your Filter

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Finding an Event 

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Round 2 of Research

Goals

  • Understand which social features are helpful/important for users
  • Gain insights on the usability of the filter feature.

Prototype
Presentation