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1.Empathise
Market Research
Existing Platforms
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Apps for new moms are available in areas of baby tracking (feed, sleep, activity logs), baby development (milestones by age, what to expect), baby toys and gadgets, general guidance content and support, networking with the new mom community, going back to work, baby clothing, baby food delivery and reselling.
Behaviour
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While eight in 10 mothers in India believe technology has made parenting easier, 70 per cent mothers claim to have used a smartphone for rearing their kids, according to a new survey
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Smartphone is the most widely used device for parenting, but only 38 per cent would recommend it to their family or friends
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Parenting apps are one of the most used and recommended products of technology used for parenting by mothers in India
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The study showed that even though mothers in India rely heavily on their family and offline support groups for parenting advice, a higher number of young mothers are likely to consult online blogs for related information (50 per cent), compared to older moms (41 per cent)
Affinity Map
Insights
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Users prepare themselves for motherhood by speaking to family, friends and looking up information on articles, blogs, books, social media (YouTube, Facebook, Instagram)
Needs
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Users need to have a level of preparedness
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Users have the support of parents and their husbands in raising their children in the first year
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Users need to share parenting duties with others
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Users turn to the internet for guidance in addition to that received from parents and family
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Users need more guidance than available from family on baby matters
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Users experience severe stress from sleeplessness, managing work (household work or job) and baby struggle with the thought "Am I doing it right?", physical ailments (body pain, pre-existing health conditions), neglected self-care.
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Users need to efficiently manage their babies and themselves
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Users do not readily find solutions to difficulties faced. They have to practise a trial and error method or let events take their natural course when they do not find a solution.
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Users need quick, workable solutions to parenting troubles at their fingertips
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Users were unsure they were 'doing it right' for most part of the time.
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Users need to trust their decisions
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Users worry about their babies' health and safety even when all is well
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Users need reassurance from time to time on their parenting journey
2. Define
Problem Statement
How Might We (HMW)
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Apps for new moms are available in areas of baby tracking (feed, sleep, activity logs), baby development (milestones by age, what to expect), baby toys and gadgets, general guidance content and support, networking with the new mom community, going back to work, baby clothing, baby food delivery and reselling.
Insight
Users prepare themselves for motherhood by speaking to family, friends and looking up information on articles, blogs, books, social media
Need
Users need to have a level of preparedness
POV
Users need to have a level of preparedness because users prepare themselves for motherhood by speaking to family, friends and looking up information on articles, blogs, books, social media
HMW
How might we ensure that users are adequately prepared for motherhood?
Users have the support of parents and their husbands in raising their children
Users need to share parenting duties with others
Users need to share parenting duties with others because users have the support of parents and their husbands in raising their children
How might we ensure that users can share parenting duties with other caregivers?
Users turn to the internet for guidance in addition to that received from parents and family
Users need more guidance on baby matters than available from family
Users need more guidance on baby matters than available from family because users turn to the internet for guidance in addition to that received from parents and family
How might we ensure that users get sufficient guidance on baby matters?
Users experience severe stress from sleeplessness, managing work (household work or job) and baby struggle with the thought "Am I doing it right?", physical ailments (body pain, pre-existing health conditions), neglected self-care.
Users need to take care of themselves and their babies
Users need to take care of themselves and their babies because users experience severe stress from sleeplessness, managing work (household work or job) and baby, struggle with the thought "Am I doing it right?", physical ailments (body pain, pre-existing health conditions) and neglected self-care.
How might we ensure that users can take care of themselves and their babies?
Users do not readily find solutions to difficulties faced. They have to practise a trial and error method or let events take their natural course when they do not find a solution.
Users need workable solutions to parenting troubles at their fingertips
Users need workable solutions to parenting troubles at their fingertips because users do not readily find solutions to difficulties faced.
How might we ensure that users receive quick, workable solutions to parenting troubles?
Users were unsure they were 'doing it right' for most part of the time.
Users need to trust their decisions
Users need to trust their decisions because users were unsure they were 'doing it right' most of the time
How might we ensure that users can trust their decisions?
Users worry about their babies' health and safety even when all is well
Users need to take care of themselves and their babies
Users need to take care of themselves and their babies because users experience severe stress from sleeplessness, managing work (household work or job) and baby, struggle with the thought "Am I doing it right?", physical ailments (body pain, pre-existing health conditions) and neglected self-care.
How might we ensure that users can take care of themselves and their babies?
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