The rise of e-commerce has brought about a huge transformation in the way parents shop for their babies and access essential products and services. The growth of this sector has also been tremendous over the years. I started with e-commerce to buy products as a user goal, and then I looked deeper into their context and identified their problems and expectations beyond e-commerce. So I took on the challenge and designed a digital product to help expectant and new parents with their overall parenting journey.

Very first I decided to look at the existing Woooys website, I started with heuristics evaluation because heuristics testing is beneficial to check the website is user-friendly and helps me to get a clear view of the problems and then I categorized those issues into the heuristics points, which serve as a foundation for my design process.&nbsp;This case study showcases my process for designing the Woooys mobile app: understanding what parents want in an app, translating the website’s core features into a mobile-friendly flow, and adding app-exclusive features to make parenting a little easier, anytime, anywhere.

I had no personal experience with parenting, so I began by listening and learning. I spoke with parents, read articles, and explored how culture, tradition, and modern life shape parenting choices.

I found that while parents deeply value raising their children with respect and care, they often feel overwhelmed by too much information and too little trustworthy guidance.

This understanding helped me design the Woooys app to be more than just a store — it’s a supportive space that makes parents feel informed, confident, and connected.

The rapid growth of e-commerce has changed the way parents shop for their children, but there is a need for a comprehensive digital solution that goes beyond transactions and provides holistic support throughout the parenting journey.

There is a lack of reliable information and support, especially for new parents.

Because of the lack of personalised recommendations tailored to specific needs. This results in a time-consuming search process and difficulty in finding products relevant to individual needs.

Once a product is purchased, parents face challenges in terms of sales support, warranty claims and product-related queries. There is some dissatisfaction and a lack of confidence in existing platforms.

Information overload, confusion and inefficiency in accessing precise knowledge requirements

I conducted supervised user research interviews for 10 parents in online meetings at their convenience time and then transcribed the recorded conversation with their permission. and then gathered insights that turned into 2 user personas. One is for the father and another is for the mother.

I respect the privacy of research participants, and it is important to me to keep confidential data secure; however, I will provide my insights based on the findings below.

Based on the data gathered from the research, I created an affinity map and listed my insights into categories to get a better look.

With the collected insights from the solution, I created an idea prioritization mapping. This mapping narrows my focus more on the high priority of users and businesses.

I created information architecture to simplify, organise and structure the information to be displayed to users.

I love to do sketches because this is where the design ideas evolve more, and with the ideated sketches, I started to design my UI screens.

Design is not a finished product, but an ongoing process of evolution. So I did continuous iterations to better develop my design solution to fulfil the needs of users and businesses.

Organizing and presenting the information in a clear and intuitive way is challenging, especially when dealing with multiple subcategories and filters for baby products.

Building trust and ensuring the app conveys a sense of safety and reliability is essential to gain and retain users.

While parents appreciate an attractive app, it's important to me to design an app with clear product details and descriptions.

Domain knowledge - It is necessary to gain a deeper understanding of the parenting and baby care industry, including competitors, products, services, and customer preferences.

Market research - To create a successful e-commerce app, I conducted market research to identify competitors, target audiences, and potential opportunities in the industry.

Adaptability and problem-solving - Developing an app might come with unexpected challenges and changes. So I learned to adapt and find creative solutions to various issues.

A parenting-focused app that have baby growth tracking, community and an e-commerce platform — all in one place. Designed to support parents with daily needs, helpful insights, and shopping essentials, Woooys makes parenting more manageable and organized through a user-friendly mobile experience.

Very first I decided to look at the existing Woooys website, I started with heuristics evaluation because heuristics testing is beneficial to check the website is user-friendly and helps me to get a clear view of the problems and then I categorized those issues into the heuristics points, which serve as a foundation for my design process. This case study showcases my process for designing the Woooys mobile app: understanding what parents want in an app, translating the website’s core features into a mobile-friendly flow, and adding app-exclusive features to make parenting a little easier, anytime, anywhere.

Design is not a finished product, but an ongoing process of evolution. So I did continuous iterations to better develop my design solution to fulfil the needs of users and businesses.

Woooys: A One-Stop App for Every Parent’s Journey