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Our Continuing Adventures at AmbiguityC4D: Q3 Progress Report Post 1

Wednesday, January 22nd, 2014 | Posted by meghan.corbett

It has been a month since we presented our research, top insights, and the three design ideas at our final presentation for quarter 2. Since then, our group has been trying to settle on one idea to push forward to wireframe and test with.

This has proven to be harder than we had anticipated.

To get to the three ideas we presented at end of quarter 2, we used a 2×2 matrix to evaluate which ideas we felt passionate about against which seemed feasible. Daddy Doula, My Birth Coach, and the Doula Marketplace each originated from the intersection of high passion and feasibility, but were all so amorphous as to what they could do that we weren’t able to settle on one over another.

We revisited our insights and thought a lot about what we saw as the goals of our final idea.

On Wednesday, we made a breakthrough and came up with this idea:

The Peach Project is tool that enables the user to share information about her pregnancy journey with curated communities of her choice, while building a visual history and journey of her pregnancy experience. Through provocation, this platform will prompt her to externalize and articulate her feelings and then share them with her chosen community and the peach community at large.  Sharing tacit knowledge and stories also allows for feedback, support, and empathy from others, strengthening the mother to be’s feeling of confidence around her impending birth experience.

We finally felt we were on the right track and were pretty amped up about the numerous possibilities when we met with Matt Wednesday night. He pointed out to us that while certain aspects of the idea hit home, once again we were trying to incorporate too many features into one product. “What does this platform really do?”

Hmpf.

Yes, ideas are free. But ideas that we were excited about seemed to be few and far between. We were spinning our wheels on the same thought avenues time and time again. We needed a new framework to view our research through.

Jon suggested we chart out a few main phases of pregnancy and then think through the value proposition, emotional value proposition, and incentive for each of our participants through this framework. For example, we thought about Lily’s experience with pregnancy and asked “what was she probably thinking when she first found out?”, “what about when she started to tell people?”.

 

This exercise was immensely helpful in getting us out of our rut. It enabled us to really understand the changing needs of soon-to-be parents throughout pregnancy and what specific areas are most stressful/have the biggest area of opportunity. While each phase includes a certain amount of stress, finalizing plans and the actual labor and delivery periods stood out as an especially tricky time.

From there, we zoned in on these two goals for our idea:

  • The mother-to-be feels connected to and supported by her chosen network of friends and family by assigning communication responsibilities to her closest friends
  • Soon-to-parents are able to easily create boundaries around communication with wider circle friends and family, enabling the mother to better focus on the process of labor and delivery.

One of the provocations for this design idea is that historically, women were supported through their pregnancy and birth experience by a network of women relatives and friends. The introduction of hospitals into the birth process has led to a deterioration of this system. The internet allows us to use social media as a way to manifest a new kind of support connection. Although this connection is crucial, the ability to create boundaries with family and friends is equally important in being able to focus on the labor and delivery process.

Inner Circle will help mitigate the overstepping of boundaries by friends and relatives who mean well but cause anxiety to the mother by being overeager or over-communicative.  Minimizing these distractions and concerns will allow the mother to better focus on the hard and long task at hand.The app will also act as a tool to delegate and manage tasks such as child and/or dog care easily and clearly, further allowing peace of mind and focus.

We are now in a user-testing phase, meeting with participants and verifying that our assumptions about the usefulness and incentives we saw for this new idea are correct before we start wireframing possible manifestations of this idea.

If you have any thoughts about Inner Circle, please don’t hesitate to comment here or email me at meghan.corbett@ac4d.com.

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