While defining our different types of parents, we felt like personas & archetypes didn’t adequately capture our audience. We decided to use the word ‘mindset’, with a concentration on behavior, relationship to KinderCare & communication preferences.
The research & journeys we explored fed into our final ideation phase; each of our concepts had been pressure tested against KPIs and business cases.
I led the illustration style and set up guidelines for the team so that they could, in turn, produce sketches to match the style I had come up with.
Turning personas into mindsets
and feel
How the concept will develop today, tomorrow & in the future
Extending content and support beyond the school day
Establishing empathy and understanding for Parents’ experience while providing direction and clarity for childcare provider
Kindercare, one the largest daycare providers in the US, asked us to help re-define their existing education and content strategy, thus extending the meaningful experiences the provide during the day. Kindercare had an already established curriculum, but wanted to better reach parents – from the point of view of the center directors, as well as their kids.
This consisted of two parts; plan & design the content, as well as evaluate & refine customer journeys.
We conducted more than 65 qualitative interviews, with both parents & center employees. These interviews allowed us to generate a customer journey framework that led to actionable opportunities.
This framework acted as a north star of sorts throughout the whole process – we were also easily able to see all of the moving parts we needed to engage in order to produce our deliverables.
To gather more meaningful and useful data, we visited multiple KinderCare locations around the New York City area, speaking with center directors and observing classes firsthand.
We conducted more than 65 qualitative interviews, with both parents & center employees. These interviews allowed us to generate a customer journey framework that led to actionable opportunities.
We made several trips to Portland, OR, to meet with the client and gain a deeper understanding of their needs. Through in-person workshops and utilizing parent feedback, we helped KinderCare really step into the shoes of their users.
Journey
& Reports
Engaging the brand through in-person research
Understanding what parents really need
Engaging with the clients firsthand
Impact
The project ended slightly earlier than it was scoped to, due to the fact that it was March 2020 and nobody was sending their children to daycare.
However, once normalcy returned, the success of our engagement led KinderCare to engage Method on two more tracks of work – one focusing on strategy and one producing designs.
Read the case study here.