Strengthening customer loyalty and enhancing BabySam’s digital presence through a personalized membership app.
In this 7-day design-thinking challenge, I developed a concept for BabySam, Denmark’s largest retail chain for baby equipment, aimed at deepening their relationship with private customers.
The solution was a membership app offering tailored product recommendations, a parenthood guide, and initiatives to boost customer loyalty and reinforce BabySam’s brand identity.
Following the design-thinking process, I focused on delivering a human-centered design that aligned with both customer needs and business goals.
STAGE 1 / EMPATHIZE
The first stage focused on understanding BabySam’s audience and their needs.
Through desk research and field research - interviews and surveys - I gained insights into new parents' daily challenges, customer behavior, and expectations.
Key findings highlighted struggles in baby care, seeking advice, and navigating parenthood routines, helping inform the design approach. I used Empathy map to immerse myself in a user’s environment and really get into their shoes.
KEY METHODS:
User research
Target Audience Analysis
Qualitative Data Collection
Empathy Map
EMPATHY MAP
STAGE 2 / DEFINE
The Define stage focused on synthesizing research findings to create a clear product-market fit for the BabySam app.
Using the Value Proposition Canvas, I identified user jobs, pains, and gains to inform the app's features. For instance, addressing the pain of uncertainty with professional advice and enhancing decision-making through personalized product recommendations.
Additionally, the Business Model Canvas was developed to outline revenue streams and reinforce the app's value proposition. The BabySam app is designed to tailor user experiences based on individual needs, offering exclusive member benefits and fostering connections with professionals and other parents.
KEY METHODS:
Value Proposition Canvas
Business Model Canvas
VALUE PROPOSITION CANVAS
BUSINESS MODEL CANVAS
STAGE 3 / IDEATE
The Ideate stage was essential for generating creative solutions tailored to the needs of the target audience.
Using the Can-If map allowed me to examine all previously gathered data through a new lens, enabling to pinpoint key features for the BabySam app. This process facilitated the development of a mobile platform for Club members, personalized onboarding experiences, checklists for new parents, and a range of curated guides and resources.
I also identified additional features such as a baby milestone tracker, a professional advice forum, and an events section, all organized within a clear Information Architecture.
KEY METHODS:
Mind Maps
Can-If Map
Sitemap
CAN - IF MAP
SITEMAP
STAGE 4 / PROTOTYPING & TESTING
The last stages were crucial in translating ideas into tangible designs while validating functionality and usability.
Starting with an Inspiration board to spark creativity, I moved on to crafting a Style tile to ensure consistency with BabySam’s brand identity. This led to the creation of a Hi-Fi prototype, carefully adhering to UX/UI patterns and usability heuristics. Testing involved a Think Aloud session where participants interacted with the app.
KEY METHODS:
Inspiration Board
Style Tile
Hi-Fi Prototyping
Think Aloud Usability Testing
