Nurture@Work

Postpartum Plan

My Role

Service Designer

Team

Carly McGoldrick, Jasmeen Nijaar, Thomas Cassaro, and Yinghua Zhang

Nurture@Work

Postpartum Plan

My Role

Service Designer

Team

Carly McGoldrick, Jasmeen Nijaar, Thomas Cassaro, and Yinghua Zhang

Nurture@Work

Postpartum Plan

My Role

Service Designer

Team

Carly McGoldrick, Jasmeen Nijaar, Thomas Cassaro, and Yinghua Zhang

Nurture@Work

Postpartum Plan

My Role

Service Designer

Team

Carly McGoldrick, Jasmeen Nijaar, Thomas Cassaro, and Yinghua Zhang

Nurture@Work

Postpartum Plan

My Role

Service Designer

Team

Carly McGoldrick, Jasmeen Nijaar, Thomas Cassaro, and Yinghua Zhang

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?

Understand postpartum care negligence effects on users return to work.

Understand postpartum care negligence effects on users return to work.

Understand postpartum care negligence effects on users return to work.

Synthesise findings, create artefacts that will guide ideation.

Synthesise findings, create artefacts that will guide ideation.

Synthesise findings, create artefacts that will guide ideation.

Ideate possible future interations Postpartum Plan / HR

Ideate possible future interations Postpartum Plan / HR

Ideate possible future interations Postpartum Plan / HR

Test developed solutions & create value from tangible interventions

Test developed solutions & create value from tangible interventions

Test developed solutions & create value from tangible interventions

+ Enhancing engagement HR - Postpartum Plan

+ Enhancing engagement HR - Postpartum Plan

+ Enhancing engagement HR - Postpartum Plan

  1. 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:

  1. 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."

  1. Deliver

What might the future of Postpartum Plan look like?


Creating stages and swim lanes necessary for our blueprinting workshop

Future state Blueprint

Access via desktop to see the blueprint

Now

Work with a web designer to make a strategy on how to redesign the corporate section of the website.
Create and upload an information pack - get the ball rolling for the awareness and pitch assistance tools.

Next

Create and implement Minimum Viable Products (MVPs) to trial: Awareness tool ROI calculator Pitch assistance tool Deliver selected PPP content for free - such as the podcasts - to give back and encourage license renewal.

Later

Collaborate with designers and web developers to evolve MVPs. Collaborate with a web developer to display the data you gathered in a dashboard to continue tracking PPP usage and performance.

What I Learned:

We hoped for more cutting-edge outcomes, but reality favoured simpler solutions. Letting go of personal ego was crucial for effective design that serves its purpose.

Dealing with unpredictable human factors, like stakeholders missing interviews or changing schedules, is essential for making things work.

Ditch the "my idea" mindset. While I might voice or capture it, ideas come from the shared effort and exchange of information within the team.

The postpartum period is overlooked in workspaces, we need to advocate for better support and solutions.