Research-Empathy
We recruited 12 heterosexual couples who were struggling with conceiving children. They have tried various potential solutions in helping to conceive by natural means. They may or may not currently have children, both as an existing couple and/or through a previous marriage.
We found three distinct personas: Tech savvy/social media couple, Romantic spontaneous couple, Information seeking single.
As we mapped the journey (from finding and choosing the app to early motherhood) we found that of course everything centered on the BUMP. This is extremely emotional for the couple and their close friends & family. Understanding some of the triggers helped us in providing coaching and rewards.
Brand Language
This derived from the idea of Compassionate Science.
Technology underpins the offer, but can be seen as cold. Guidance can be warmer, empathetic and kind.
Process:
We always start with people and their needs & wants. This can often uncover new approaches (in this case a constant chat window). The science is then integrated into Information hierarchy and flow.
We moved through many wireframe iterations which were tested and validated or put through updates. This led to a comfortable, happy and familiar look and feel.