UX Research
UX Design
Raising Babies Together Safely
Vietnam's first social network designed for new parents and families with babies. Combining expert pediatric advice, vaccination tracking, and genuine community support in one trusted platform.
Industry :
Social Tech for Parents
Client :
Pika Tech and Analytics
Project Duration :
Feb 2021 - Apr 2021
Tools :
Adobe XD, Figma, Canva
SUMMARY
Challenge
Vietnamese families love sharing their kids on social media, but no platform existed specifically for babies and pregnancy support in Vietnam.
Target Audience
Families with babies under 3 years old and pregnant women seeking community and expert guidance.
Impact
Designed Vietnam's first baby-focused social network with expert connections, and practical tools like vaccination tracking linked directly to Saigon's top centers.
THE REAL PROBLEM BEHIND THE WORK
New parents in Vietnam were drowning in questions with nowhere to turn. Ha Linh, our primary persona, suffered severe postpartum insomnia and worried constantly about her baby's nutrition and development. She craved a community but had no dedicated space to connect with other parents or find trustworthy baby care information.
Competitive analysis revealed a massive gap. Existing pregnancy apps only tracked basic metrics, offered poor UI, and had zero community features. None provided forums, offline events, or expert connections that new parents desperately needed to feel supported and confident.
HOW WE SOLVED IT
We braindumped every possible feature, then used card sorting to organize them into four core pillars: Community, Handbook, Development tracking, and Profile. The MoSCoW method helped us prioritize ruthlessly, focusing first on reminders, handbooks, forums, and health checkups because parents told us these were non-negotiable for daily use.
We created dual user flows for our two personas. Linh's flow centered on baby activities and learning resources since she was a first-time mom. Chi's flow balanced work-life management and quick access to expert advice since she was juggling multiple kids and a career.
THE IMPACT WE MADE
We partnered with Saigon's two largest vaccination centers to integrate real-time vaccine data directly into the app. Parents could check dates, statuses, and vaccine types without calling clinics or digging through paperwork. This single feature transformed the app from nice-to-have into must-have for every new parent in the city.
We designed unique features competitors completely missed: a social network for sharing milestones, outdoor activity directories for babies, and offline community events. The forum became the heart of the app, where parents could ask questions at 3am and get answers from both experienced parents and verified experts.
WHAT WE LEARNED
Working with five parents during research revealed two distinct user types we hadn't anticipated. First-time parents like Linh needed hand-holding and educational content, while experienced parents like Chi needed efficiency and work-life balance tools. Building for both without compromising either taught us the power of flexible, persona-driven design.
Semi-structured interviews with open-ended questions unlocked insights surveys never could have captured. Watching parents describe their daily struggles, their voices cracking when discussing postpartum challenges, reminded us we weren't just designing an app. We were building a lifeline for exhausted, anxious parents who just wanted to do right by their babies.
