Dulces Noches®, is a B2C brand that offers educational and learning methods for baby sleeping. They aim to grow their business company by offering a new omni-channel product.
Role & duration
Role: Product Design.
Team: Itzel Madrigal (PD) & Greta Medina (UXW).
April, 2022 to October, 2022.
Tools & skills
Figma and FigJam. Co-creation workshops, Business canvas, User stories, MoSCoW, Revenue Benchmark, Strategy Definition, Mood boards, Lo-fi & Hi-fi Wireframes, Mockups, Dev handoff. Tech framework: React.
The Challenge
Discovery phase
Workshops were key. We needed a full brand understanding: know their values, goals, product promise, business needs, expectations, and brand personality. Therefore, we facilitated workshops sessions using some design methods tools as support to start the conversation around needed output.
You can take a look over the workshop process over here:
Workshops outcome
As a result, we discovered the main challenges:
1. More than one potential user: Moms, Dads, Grandparents, Nursery personal.
How might we involve the different users touchpoints?
How much are we thinking to personalize the experience for each user?
2. Business revenue is based on selling plans and workshops (videos, pdf’s, activities). Business revenue is attached to the instagram algorithm.
How might we innovate the value we are currently offering to the user?
How might we grow the business beyond what we have today.
3. Brand promise has an evolution opportunity
How can we evolve the current business promise?
What touchpoints exist between brand and product?
How do we bring promise to feelings and to a human approach?
In conclusion, now days Dulces Noches is based on influencer marketing within instagram, youtube and a website. Their centered value is in Michelle Grinberg, the expert voice behind the brand. Their current experience is informative and transactional.
Strategic evolution
After processing all the given information and connecting all the dots. We raised a new strategic evolution. Dulces noches new promise needs to expand and become:
1. A business around the digital assessment and mentorship structured by tools, information and training (public or personalized).
2. An omni-channel experience where the social media responds to their new independent platform.
3. A centered value in the mentorship expert community that is an empath with user needs.
Strategic framework
How might we connect the product strategy with the new promise? By triggering the Form (product strategy moments) with the Purpose (performers involved):
How does it feels in real life?
Imagine you are María, a first mom with a 6 months baby, Daniel. You are worried because no matter what you do Daniel is not sleeping enough, is irritated most of the time and wants milk aaaall day long.
What would you do?
First of all, you will search for solutions. Maybe your mom, your grandpa, your neighbors or -probably- the internet. While searching you find a community in your social media that is in the same situation, and you start to notice that they recommend an app that will be your companion in this baby growth process.
But, what will you find in it?
You will find a very complete guide and support circle for the situation you are facing. This app will be a companion that have the answers you search. It will provide you materials, and tools validated by experts that will teach you how to create better habits for your baby, your family and, of course, you. It will let you invite and share the progress with the people you need in this beautiful parenting stage.
Sounds great, right? In a human view this started to have a great shape and make a lot of sense. But now, we had a new challenge. Convert this ideas into a tangible and viable product 
Product definition
Time to transform the strategy into a tangible product. Ideas came back and forward, lots of wireframes were designed, architecture and userflows were discussed. And finally, we wrapped the product concept. Take a look into it over here: 🔖 Experience Strategy Deck.
Brand personality & Visual design
Is frequent that people relate baby products with blue and pink. Is so common that if you go take a look into the Appstore, almost all baby apps are pink or/and blue.
First thing that crossed our minds was, how can we make a difference vs the other products? Our product is a baby related, but our main target are adults. We don’t want to be a pink or blue cliché.
Having in mind that brand personality is to create confidence, ensure veracity, be formal, but also cuteness and softness. We started to explore color palettes, make mood boards with the latest UI trends, search and create lots of design illustrations, design a good amount of hi-fi wireframes.
Along the UI process we had sessions with stakeholders to get feedback and validation, just as Dev touchpoints to check viability. It was a long path, but once we had the GO! we created a Global Library and a UI Kit (Live docs that we built during the project).
Work flow and fine tunning
With the UI Kit definition and a stablished concept. Next steps were to elevate and fine tune the lo-fi wireframes into hi-fi wireframes. Work entered a cyclic flow where collaboration between Devs and Designer became more dynamic. We had assigned tasks to do, and due dates for deliverables. Everybody new what to do. Some unexpected scope changes arrived, I’m not going to lie. But, after all, we did it.
We finished 11 complete flows, client documentation deliverables, Dev Hand-off and the first Dulces Noches App MVP design. Launch in stores soon!
Outcome
We tackled the principle challenges by creating an holistic experience, not only for target users but also for our stakeholders – business needs.
1. Features, guidance and education within the app is designed for all the potencial users, most competitors direct their products just for Moms.
2. Business revenue expansion by gaining profit through premium subscriptions. A freemium app in 3 levels: Free members, Premium members & Personalized plans selling.
3. The new product promise comes along with mentorship and guidance from experts. This app is thought for incremental improvements. E.g. Today is focused in sleep expert content but is ready to adapt for more parenting topics of interest and experts partnerships. (Publicity, new product sales, content)
Daily basis agenda
Get personal advices, reminders and information for each baby growing stage.
Track your baby habits
Journal your babies activities to understand their behavior and learn how they impacts their sleeping schedules.
Learn and train yourself
A learning library that grows with your baby. Have access to educational content for the stage you are.
Become a Premium member
Access to unlimited content. Get personal training and predicted schedules to learn better sleeping routine habits.
Invite people to your growth circle
Give access to your relatives so you can learn together and follow up the babies growth.
Learnings & Thoughts
In a personal opinion, it was a challenging experience due to the complexity of designing a new product strategy from scratch. Our stakeholders expertise sector was very different from ours so we faced definition gaps that we had to build together. It was interesting to push myself on thinking the overall experience, I mean, user needs, business profits, usability, branding, even illustration! Most of this topics were more a theoretical knowledge but practicing them expanded my skills.
Thank you
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