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BLW App

BLW App

About

The company aims to create an active and supportive community for mothers in the Ukrainian market, focused on safe and healthy baby nutrition according to BLW (Baby-Led Weaning) standards. This initiative is aimed at helping mothers who want to implement this feeding method, as well as those who simply want to provide safe and balanced nutrition to their babies.

Problem

There are no analogous products on the Ukrainian market, making the company a pioneer in this field. However, there are competitors internationally, and the company must consider their presence and competitive strategies.
Project type
Application
My role
UX Research
Tools
Figma
Timeframe
2023
1 month

Design Process

Discovery

Research objective

Revolutionize child nutrition in Ukraine by introducing parents to the BLW method, which is based on healthy and balanced nutrition for children aged 6+ months.

BLW method

1. What is BLW baby food?
2. What are the benefits of BLW complementary foods and why should we switch to them?
3. What resources are needed to successfully practice BLW?
4. What fears might mothers have?
5. What is the opinion of pediatricians about this method?
6. How does society view this method?
7. Anemia and BLW

Combined method

1. At what age do people switch to BLW on average?
2. Why parents do not want to use the BLW method from the very beginning
3. How do parents switch to the BLW method?
4. What difficulties may arise when switching to the BLW method?

Competitor analysis

Downloaded applications and performed 7 behavioral scenarios on each of them
Compiled a table of Points of parity (PoP) & (PoD)
Usability analysis by Jacob Nielsen's heuristics
Analysis of competitors' UI patterns

Direct competitors

Solid Stars
BLW Ideas
BLW Meals
Mundo BLW
BEABA & Me
Babyfoode

Undirect competitors

Baby Daybook — Tracker, Schedule
Huckleberry: Baby & Child

Secondary competitors

Books about BLV nutrition
Youtube videos
Blogs or websites for parents

Strengths

Global distribution
Personalization
Free trial version
Extensive product library
Meal plans
Recipe library
Guides on how to serve food

Weaknesses

No consultation and information about experts
There are no examples of TLC plates in mobile apps
No Ukrainian localization
Do not work without the Internet
Little information for children over 1 year old
Important only for a fee or by subscription

Survey & User Interview

I conducted individual interviews with users to gather their insights on the online alcohol purchasing process, including their likes and dislikes about existing platforms and how they make product selections. To gather quantitative data, I created an online survey distributed to a broad audience of OKWINE users and potential customers. The survey covered alcohol consumption habits, important product characteristics, and experiences with online stores.
After completing the interviews and surveys, I analyzed the data to identify key behavioral patterns and user pain points. This analysis informed further improvements to the OKWINE platform, addressing real user needs and expectations.

Olga Matviychuk

Age:
30
Child:
Son, 6 months old
Occupation:
Marketer

Goals:

Form healthy and correct eating habits in the child. Motor development.

Frustrations:

A child may not be able to handle a piece and choke. The child will not finish eating - increased risk of anemia. It is scary to introduce allergens

Desire:

Choose the best complementary food for your child, start complementary feeding with the BLW method

Needs:

Get all the necessary information about BLW in one place, examples of plates, recipes, allergens that must be introduced by the year. Advice from nutritionists.

User story:

She became a mother for the first time, she is starting complementary feeding, before the birth of her child she worked in the IT field, now she is on maternity leave, she treats everything responsibly and plans everything in advance.
I feel better about my child, I know that everything will be fine, that he will do well!

Hypotheses

Parents become interested in baby food even before it is introduced.

01

Parents seek information from their parents and trust their experience

02

The child's first feeding begins at 5-6 months.

03

Pregnant moms plan a lot during pregnancy.

04

The BLW method is more popular among mothers who adhere to a healthy lifestyle and choose organic (non-processed) products

05

Pregnant women who are more active in mommy forums are more likely to choose the BLV method.

06

If there are cases of allergies or eczema in the family history, mothers are more cautious about offering solid foods and the BLV method.

07

Moms are looking for validation from other moms.

08

Ideation

Prioritization of problems

Created a table of all the problems and selected the most painful issues for the audience

Creating

HMW asked questions to the selected problems and with the help of Crazy8 created possible solutions to these issues
Еhe team choose the best solutions and created sketches

Key problem

Parents often face difficulties in properly combining different foods for their child's diet. They don't always know which foods can be combined to provide a balanced and safe diet, and how to do it quickly.

Solution

You can create a healthy plate designer that shows four categories of foods for a balanced diet (Fruit, Vegetable, Protein, Cereals). In this designer, you can manually replace products with other proposed options that will also fit the entire plate and not cause allergic or other negative reactions. In addition, the designer will be able to view possible recipes for preparing dishes from the selected products.

Key problem

Parents often do not remember what foods should be included in their child's diet. Some parents have a list of 100 foods that should be included in the diet, but often leave the list at home and this causes some difficulties

Solution

You can create a whole page with food cards sorted by month, where you can mark allergenic foods and those that have already been introduced into the diet, as well as add notes for yourself. The list will be always available on the phone and will be easy to fill out, as the plate will offer recipes based on the foods already introduced and recommend new foods to introduce into the diet that are most suitable. And it will offer to mark new foods as added

Information architecture

Prioritized ideas by value and complexity of creation and selected the main ones
Created the information architecture of the application

Develop

Quickly generate recipes

The plate allows you to instantly generate new recipes by replacing products with others that also go well together.

Generate recipes by time of day

Recipes are generated based on the time of day and the foods the child has recently consumed, which helps ensure a varied and balanced diet.

Information on nutritional value

Each product has a specified nutritional value and the amount that needs to be served to maintain the vitamin rate.

Search for recipes based on the plate

Users can find recipes that match the selected plate, making it easier for mother and child to prepare meals.

Saves and favorites

View previously created plates and add them to your favorites for easy access in the future.

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