Family Bedtime Tribe is located in Sheffield, UK and offers sleep consultancy services, in-person or remotely. Target users are tired parents, with children between 4 months and 6 years old.
November - April
6 months
UX designer and Webflow developer, from conception to delivery. Collaborated with a UI designer for the typefaces, logo and illustrations.
Conducting interviews, paper and digital wireframing, low and high-fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on designs, developing and launching in Webflow.
Parents of babies are very often sleep-deprived, which can lead to serious health issues if left unchecked. They need help and clear guidelines, because they want to learn how to cope with their children’s lack of sleep.
Design a responsive website that allows users to easily find informations, help and support from a specialized sleep consultant.
SOLUTION
compelling value proposition
understanding the needs
my story
accreditation
testimonials
SOLUTION
multiple options based on different needs
transparent prices and clear descriptions
SOLUTION
reliable articles about child sleep and other topics about babies
useful information to understand what a sleep consultant actually does
DESIGN PROCESS - STEP 1
1. UNDERSTAND
The claim
The Frost & Sullivan Assessment forecasts the global Sleep Economy to grow at a CAGR of 6.3%, from $432 billion in 2019 to $585 billion by 2024, and the U.S. Sleep Economy at a CAGR of 3.6%, from $79 billion in 2019 to $95 billion by 2024.
Sleep Economy is comprised of a variety of products, services, and applications and is rapidly growing, being now the Third Pillar of Wellness and represents a large opportunity.
In 2019 the global sleep services only (digital apps & books, meditation and counselling) represented a total of $11 billion.
The problem
Being a parent is often about being present, and it’s difficult to support your children and loved ones in a state of utter exhaustion. Sleep deprivation can worsen symptoms of postpartum depression, which affects 1 in 8 mothers.
Sleep Practitioners are part of an unregulated industry and qualifications are not required to start working, although most parents would be more comfortable employing someone appropriately qualified.
After conducting 8 user interviews, I created empathy maps to better understand the users I’m designing for
The feedback received indicated what were the major pain points and made it very clear that, there is a growing need for a reliable and easy to follow sleep training.
Based on the user research findings, I have build 2 personas that helped me throughout the project to guide my design decisions and priorities.
DESIGN PROCESS - STEP 2
2. EXPLORE
Analysing direct and indirect competitors (Huckleberry: Baby & Child App), I noticed how the websites are crowded and difficult to use and not always mobile responsive.
Based on the audit, the needs and resources of my client, I was able to narrow down exactly what features were needed and to what depth was most efficient for a user’s journey.
This main user flow diagram outlines all the necessary functionality and what actions users would take based on their feelings with the website.
Early sketches
Once the user flow was established, I took a mobile-first approach and started sketching the low fidelity wireframes. My focus was on addressing the needs I discovered during the user research.
Mid-fidelity wireframes
I tried to include elements that directly address users' goals, needs, frustrations, motivations and follow common design patterns that have been seen on the competitors' website.
Furthermore, to ensure users have a consistent experience across different devices, responsive wireframes were created for desktop, tablet, and mobile ends.
After I finished designing pages that were necessary for users to complete the tasks, I linked those pages using Figma and created a low-fidelity prototype for usability testing. This helped me to figure out if users can complete the core tasks within the website.
DESIGN PROCESS - STEP 3
3. IMPLEMENT
During the usability study, I had the chance to see how the users interact with the website and learn more about their experience.
INSIGHT
About me - users only read the short description section on the Homepage.
RECOMMENDATION
Add a button “Get to know me” to find out the whole story background.
INSIGHT
Prices - users want to check the prices to see if they can afford it.
RECOMMENDATION
Show prices to set realistic expectations.
INSIGHT
Packages - users need a way to easily access, in less steps, the package services.
RECOMMENDATION
Add a button “see packages” on each blog article and about page.
Reliable | Playful | Simple
I first created a mood board to gather multiple inspirations around the specific attributes extracted from the project brief, so that the brand of Family Bedtime Tribe stands out distinctively.
WCAG contrast standards
Headings with different sized text for clear visual hierarchy
Alt text to images for screen readers
Everything came together in the final design. Users can find useful articles, sleep support packages and help from a trusted sleep consultant.
The goals that were outlined in the beginning of the design process have been met in this final prototype.
I designed the website with a mobile first approach, centering on finding reliable information and sleep support.
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I recharge my batteries by hanging out with friends and family, hiking, jogging, biking or satisfying my curiosities by reading and listening to podcasts about my favorite topics.
I enjoy travelling and discovering the richness of different cultures. This pushes me sometimes, to get outside of my comfort zone, but allows me to experience different points of view and reflect more on the beauty of life.
I am always thrilled to engage in various construction, home renovation and DIY projects. The sense of fulfillment that accompanies witnessing the progress of the work firsthand is truly gratifying. Moreover, this hands-on involvement has had a notable impact on the advancement of my project management skills.
