The Brief

Mothercare is a leading baby products retailer, with strategically located stores in Singapore offering an extensive selection of mother and baby essentials. It has an online store that allows customers to buy items for in-store pickup or delivery. Beyond products, Mothercare also provides digital nursery advisor services and expert guidance to new parents. Mothercare partnered with Savant Degrees to ideate on online communities for parents and to increase customer lifetime value (CLV).

Designing a Community Platform for Parents

Our innovation and design thinking journey with the Mothercare Team led us to explore modern parenthood trends, such as the use of digital communities for accessing motherhood information. Collaboratively, we identified our primary persona and developed three hypotheses, which we subsequently validated through interviews with Mothercare customers. As a result, we discovered exciting new opportunities for Mothercare.