Kare is a digital adaptation of the FIND program developed by Phil Fisher and colleagues at the University of Oregon. The video coaching service aims to educate and reinforce developmentally supportive interactions between parents and their children during the early stages of development.
User research, UX design, product design.
This project took place over 3 months between January and March, 2019
Inadequate nurturing impacts early brain development
Early brain development depends on healthy interactions with caregivers, but many parents, although well intentioned, don’t provide the necessary care during these early years due to their own stressors or because they didn't receive appropriate care themselves.
Educate and reinforce positive parenting behaviours
Kare aims to educate and reinforce developmentally supportive interactions between caretakers and their children during the early stages of development. The video coaching service highlights the behaviours that caretakers are already doing well.
Parents record 5-minute video clips of themselves engaging in everyday interactions with their kids.
In my early research, I talked to over 20 subject matter experts in the fields of developmental psychology and social work. In one interview, I was informed that the natural ability to parent is not a thing, it's based on our own experience. I also learned that moms are less likely to voice their confusion, but dad’s will.
Based on this information, I conducted 8 interviews with fathers raised by single mothers in order to understand their behaviours and mindsets about parenting.
Fathers expressed interest in these concepts, but the existing options make it difficult to find support.
Childcare costs on average $12,000 in New York City.
Asking other parents for advice feels uncomfortable
Parenting books take a lot of time and commitment
“Googling” parenting advice can be conflicting
DEFINING THE USER
To get a better idea of all potential users, I identified the traits that they would likely all possess and created 4 meaningful user groups.
- Parents with young children
- Unable to afford childcare
- At risk of providing
- Dads without dads
- Welfare Parents
- “Cliff” Parents who just miss the eligibility requirements for government aid
- Single Mothers
Building off my user groups, I created proto-personas and drew scenario maps to uncover product features for key touchpoints.
Each scenario uncovered new ideas. From here, I made a list of high-level features and prioritized them.
Prioritized Feature List
1. Choose a coach
2. Learn content
3. Record video footage
4. Upload content
5. Read comments
6. Ask a question
With features defined, I drafted a hierarchy and wireframed each state.
Choosing a coach
When a parent first signs up for the app, they would select a coach. Once selected, they would be prompted to schedule an introductory phone call as a way to establish trust.
Structured lesson plans teach the basic concepts about developmentally appropriate parenting behaviours. These modules would have a timed release, allowing parents to focus on a single skill each week. The lesson content is also in video form, making learning entertaining and more digestible.
Structured lesson plans teach the basic concepts about developmentally appropriate parenting behaviours. These modules would have a timed release, allowing parents to focus on a single skill each week. The lesson content is also in video form, making learning entertaining and easily digestible.
Each week, parents would be prompted to upload 5-minute video clips of themselves engaging in everyday activities with their children.
Once uploaded, coaches would review the content, and instead of correcting, they would encourage positive behaviours by commenting on the actions the parents did well.