How can sustainability be affordable?
Objective — Design an economically and environmentally sustainable system where new parents can access high quality baby products.
- User Interviews
- Market Survey
- Co-Creative Sessions
- User Personas
- Business Model Ideation
- Market Analysis
- Value Proposition Ideation
- Marketing Strategy
- Service Design
- User Journey
- Information Architecture
- Visual Identity
- Design Pitch
"Abundant waste!" "So many cheap options!" "Unaffordable quality!"
Why spend 12 weeks thinking about sustainability through baby clothes?
Culmination — Engineered a thesis project to further develop my broad range of design skills. By examining a tough problem in an industry I knew little about, I forced myself to utilize every facet of the design process.
Awarded RISD's Rachel Carson Award for employing design to address environmental concerns & social issues.
Is there a difference?
An unaffordable investment — Environmentally & developmentally, top quality baby items tangibly better, both for babies & the planet.
How do baby clothes bring value to new parents?
Investigations — User traits, pain points, & goals. Available products, shopping experience, value added. Baby focused startups & innovations. Market dynamics, material flows, & macroeconomic perspective. Business model design, circular economies, service design, accounting.
Who is Kiddo for?
Process — phone interviews, in-person interviews, online survey, observational studies, generative & co-creative sessions, guerrilla testing, extensive desk research.
Value Proposition Research
What service should Kiddo provide?
Process — Extensive research to discover user pain points. Service & product ideation & prototyping. User journey testing & iteration. Extensive feedback from parents & stakeholders.
Market & Business Model Research
How will Kiddo make expensive products affordable?
Methods — Circular economics, case study analysis, service design, competitive analysis, business model ideation, light accounting.
Insights & Strategy
How will Kiddo live up to its mission?
Research driven iteration — Developing Kiddo as a business required constant iteration, testing, and user feedback. Focusing on target user groups & developing initial service & value propositions, then bridging into market position & business model ideation, Kiddo's business plan emerged.
Who is Kiddo targeting?
Insights — Not everyone loves to share. Of the parents most excited about secondhand clothing & eco-conscious systems, four distinct personas enable a multi-sided platform in which each user segment assists another in fulfilling their goals.
Service & Value Proposition
How does Kiddo help its users?
Service — By connecting Kiddo's targeted market segments, Kiddo empowers eco-conscious new parents to find high-quality baby clothes at a fraction of their retail price.
Brand & Market Positioning
What makes Kiddo stand out?
Identity — Discovering the core of Kiddo's brand promise & identity required feedback from parents in order to feel joyful & childish yet slightly rebellious.
How does Kiddo reach its users?
Strategy — Discovering who Kiddo's customers trust, and where to reach them led to a diverse & considered marketing strategy: offering influencers free Kiddo credit, word of mouth outreach at consignment centers, & brick & mortar competitors.
How will Kiddo grow?
Circular Economics — Borrowing business model elements from the uniform industry enables Kiddo to maximize potential revenue by continuously leasing used kids clothes.
What defines an effortless system?
Envisioning a company — Kiddo is a business & service design concept. Developing a service blueprint aligned with user journeys, as well as a refined visual identity guide, crafted the Kiddo story.
How exactly does Kiddo work?
Service Framework — Utilizing an existing framework to detail Kiddo's service model helped to communicate Kiddo's complexities.
How does each unique customer interact with Kiddo?
Perspectives — Each journey details a users' interactions with Kiddo, from first discovery to returning used garments.
How will Kiddo establish a brand?
Communication — In order to resonate with parents, Kiddo needed to appear light-hearted & joyful. Developing the identity began with extensive visual research & then bridged into color, type, and application iterations, culminating with a printed brand guide.
Senior Studio — Selected for senior studio, our primary project deliverables included mid-term & final critiques in addition to weekly presentations, reviews, & feedback sessions.
How can a review accelerate ideation?
Pin-Up — Rather than solely present my progress, I used my midterm review to garner extensive feedback on my ideas, complete with jazz accompaniment.
How would I pitch Kiddo to investors?
The full A-Z — To present & defend my work, I both delivered a practice pitch to ID professors & guest critics as well as created a deck of process books & accompanying posters, curating my work for a public gallery exhibition.
“Your work is quantitatively & qualitatively remarkable...
... the amount of thinking and the amount of testing you’ve gone through during the semester are evidence of your professionalism, maturity, and commitment”