Context
Postpartum Plan is a service that offers support to parents through the postpartum period. It started selling direct to customers on a subscription model, and is now changing to a business-to-business model, offering it’s services as a employee benefit. Our challenge with this project is to facilitate this transition.
As a Service Designer I:
Conducted desk research, interviews, and workshops with stakeholders. Wrote and synthesised our research findings. Co-created user personas & journeys. Developed and tested 1 prototype. Led a future state blueprinting workshop with the client
How can we co-design Postpartum Plan B2B shift?
Discover & Define
Design Research
A digest of all the findings, exploration and research for this project. It includes secondary research like trend analysis, primary research, interviewing potential users and experts.
Inadequate postpartum support from both companies and the healthcare system is directly impacting the ability of birthing parents to rejoin the workforce.
HR sees Postpartum Plan procedurally, while user advocates recommend it based on personal experiences. Leveraging this authentic user-driven advocacy is crucial for organisational service adoption.
“I started using Postpartum Plan after my work colleague gifted it to me when I was going on parental leave”
-User during a in-depth interview.
HR often lacks tools and knowledge to present the Postpartum Plan effectively. Improved resources and support are needed for better advocacy within organisations.
"I really believe Postpartum Plan could benefit our company, but pitching it to our older, male leadership is quite a challenge.”
HR Manager during in-depth interview
7 Stakeholder Interviews
1 Service Safari
1 Digital Shadowing
Workshops
& Cerimonies
We co-created 2 personas, and 3 experience journey maps, helping us design a user-centric solution. They exist to create empathy, to remind us of who we spoke with and who we're designing for. Here's some examples:
Ideation
Co-creating possible futures.
Areas of Opportunity:
Awareness
Help employees ask HR for Postpartum Plan
Consideration
Show decision-markers the quantifiable advantages of implementing Postpartum Plan
Decision Making
Support HR Managers pitching Postpartum Plan to decision makers
Shop Window
Communicate clearly the corporate shift on the website and social media channels.
Prototype example
Pitch Assistance Tool
Providing HR Managers tailored to their companies pitch materials.
Paper prototype - Tested with 2x HR Managers
Prototype learnings:
Deep Understanding with a Need for Specific Data
"I know our employees value family-friendly benefits, but I need more data on postpartum challenges to make a strong case."
Preference for Visual and Data-Driven Materials
"Visual presentations with data and examples effectively communicate new benefits to our leadership team."
Deliver
