For you and your tiny one.

Psychographics

Holds an executive position in a well established company or owns her own company.

Works very hard and tries to keep her career and her family life in balance

Wishes she could spend more time at home and tries to keep track of everything that happens with her children while she is away

Before engaging with a brand she looks to see if the brand understands what it’s like to be a mom. (Almost 75% of online moms feel online marketers don’t understand what it’s like to be a mom).

Family comes first and faith plays an important role in their life.

Expects everything she uses to be of high caliber or at least look expensive.

Narrative: According to the data shared by the founder, 80% of the users who downloaded the app only opened it once, navigated the flawed onboarding experience and never returned back. We knew from our experience that a comprehensive app onboarding experience can be the difference between apps with staying power versus those that end up trashed or remain on the screens collecting digital dust.

Solution: We started to map out the journey and the steps moms will need to go through before they can begin to experience the delightful experience that the brand promised. We wanted the onboarding to not simply be about educating the users but to collect enough information needed to get them to the “aha” moment as quickly as possible. Since the product had intricate workflows and unique functionalities, we opted for a progressive onboarding process that allowed users to explore the app as they navigate and enable new learning by doing. At the same time, we were absolutely wary of making it feel like a tedious slog of onboarding forever with no clear end point. So not only did we employ progress indicators, we dropped in an occasional joyful “ta da” on completion of an essential task :)

Narrative: Once moms are onboarded, the biggest challenge was to motivate them to take the most important action they need to get the most of your product - creating their first story! Based on our analysis with the founder, 95.5% of the users who didn’t start their first story or abandoned it in the middle, never returned to the app again. It was clearly one of the most intensive stages of the user journey; moms actually need to put in the effort to realize the value of the product, so it proved to be one of the most crucial stages for us to optimize.

Solution: The vision for Nestled Time was to inspire moms to turn every moment with their child into everlasting memories, that each imbibe a unique story within them. After doing a focus group survey and interacting with some of them, we decided that it was important for moms to choose the right medium that allows them to express their creativity in bringing that moment to life.

We looked at various content creation apps with our focus group and zeroed in on five mediums after an intense debate on which formats are apt to recreate the different moments between a child, mom and family. These mediums and what they offered (photo albums, video stories, photo art, voice memos and long text journals) was the first thing moms saw in their exciting journey towards creating the very first entry into the child’s journal.

Narrative: Memories in the form of posts or photos captured by parents, family and friends are typically scattered across various platforms and devices. This makes it impossible for moms to rediscover or view important moments of their child’s life. Even when they are available on mom’s personal device and account, they are rarely complete. These memories become most meaningful when she can see them all together collated from different people telling a complete story.

Solution: To make it easier to look back, we decided to leverage the power of AI to resurface meaningful moments and memories — while giving moms and family control over what they want to relive.

We added the ‘Memories’ tab to help moms find their favourite photos and videos, not only from her device and accounts but as well as everyone in the family who are added to the child’s diary! Using on-device machine learning, facial recognition, location and meta search, the ‘Memories’ tab ensures you see only the memories that feature your child and/or are most relevant to them.

Memories are presented in the form of an elegant feed featuring unique collections comprising photo albums, videos or milestone artworks along with a caption automatically derived from metadata. Moms are able to view these memories, share, fine-tune and even add them to the child’s diary - all simply with a tap or two!

Narrative: Being a mother makes it much harder to simply be present to capture all the precious moments in a child’s life, leave aside finding blocks of uninterrupted time to sit, reflect, and chronicle their memories and growth as a mother.

Even if they stay true to their commitment of capturing as many moments, feelings and memories, it takes a lot more effort to turn these into something meaningful, memorable and precious enough to share with the family and pass on to child as a story of their life together!

Solution: The founder’s vision for the app has always been to empower moms to transform these random and disperse collection of moments into something beautifully compelling without having them spend hundreds of hours chronicling the greatest joys of their life!

So we set out to build something that even supersedes the personalised touch of flipping through a hand-written journal, a digital photo diary based on the timeline concept :) The idea was to let moms and their families navigate through the diary simply by swiping the screen just like they are used to browsing their social media feeds. We built the diary in a way that it’s both easy to capture the moments that matter in just a few taps as well as import memories seamlessly from the device and connected social media accounts.

Allowing moms to take a trip down memory lane by scrolling through the timeline of their child’s life, browsing by days, months and years, exploring beautiful summaries and sparking a recollection of memories was the experience we designed and built.

Narrative: Grandparents and close relatives often have to wait for parents to send updates through out the week of what’s happening in their little one’s life!

Solution: We designed Nestled Time to be enjoyed and nurtured with the closest family members or friends and bring them all together. This means that grandparents, siblings, aunts, and uncles can all share in the joy of not only being updated on all the fun moments happening in the child’s life but making a lasting memory by contributing their own stories to the child’s journal!

This makes for a special gift from the mom to the child who will cherish reading how their ancestors loved, laughed, cried, and lived special moments with them.

Narrative: The family dynamics and quality of relationships could change from time to time. The focus group was unilateral in stating that it was important to give moms the feeling they are always in control and can alter the access or experience of the family members invited to the child’s world.

Solution: The app comes packed with a Settings Center that bundles all settings parent will need for their child’s account.

Whether it is to control access to existing diary, adding or removing family members and even creating new diaries for more children, the Settings screen provided all the flexibility the moms desired.