Bounty Parents

Discovery and Define

Meeting our parenting teams, we wanted to understand what the long term strategic goals and directions were. As a website that had existed for a while without direct local competition, it was exciting to think of the opportunities available and the value that could be provided to its customers!

Whilst the team had a solution in mind - to redesign the registration process, our work started a few steps back in discovery, working holistically to understand the wider picture.

Starting off with a website walk through, I could see that the current registration process involved extensive customer data gathering with questions irrelevant to the website and no explanations for how the data would be handled. Additionally, there was a lack data and privacy information, potentially undermining customer confidence in the brand.

To understand our customers better, I utilised secondary data available from the market research teams, finding unexpected information such as:

• a larger male customer group

• a higher usage on mobile phones

• other personas who weren’t customers such as guardians or sitters

Further research also included a deep diving into data exchange value to understand how and when customers would be willing to share their data. Main insights on a “fair” exchange between customers consisted of:

• when they saw a direct, tangible benefit in return

• if they saw value in services such as upgrades or personalised services

• being clearly communicated to and having transparency around how their data would be stored, processed and shared

• data being gathered was contextually relevant

• having a tailored approach due to differences in culture, demographic factors and social influences

Ideation

Re-defining the scope of the project, we presented to our internal stakeholders competitor service offerings, strategies around potential data collection and a new UX/UI, highlighting the need to be customer centric in order to build trust, understanding and add value.