The Challenge
Our beloved lactation consultant with an international certificate, dr. Ingrid Siahaan, MPH, IBCLC, had to balance her family life with three kids and a newborn, one-on-one client consultations, and growing her breastfeeding mom’s community on Instagram, AyoASI.id. She wanted to convert her followers into customers and grow her business to help more moms breastfeed successfully, but she was already tied up. How did she manage to do it?
Roles
User research
UX Design
UI Design
Web Developer
E-book & Video Template Design
Deliverables
Customize User Survey Form
Brand Strategy
Brand Identity
Interactive E-book Design
SWOT Analysis for E-course Theme
Template for E-course Video
Ready-to-published videos (edited)
Mobile-First Website, include:
- hosting + custom domain
- E-commerce
- Private page for E-course
- Automation System
Brand Strategy
First, it’s important to understand the needs of dr. Ingrid’s business and her target audiences as the main users. Then, I analyzed the research findings and developed a brand strategy based on those findings. We require an automated system that will allow her to educate her customers as effectively as possible without compromising her valuable family time.
Brand Identity
I created a brand identity for the breastfeeding mom’s community, AyoASI.id, to make the brand more memorable to the niche. The primary colour is light cyan, which brings a calm effect to new moms and hasn’t been used much in this niche. This alone can set the brand apart from similar businesses. The accent colour is cerise pink, which adds a feminine and joyful touch, similar to the moms’ feeling with their new newborns, and provides a good contrast to the primary colour.
Interactive E-book Design
Initially, dr. Ingrid needed to take small, manageable steps to build AyoASI.id while juggling her busy schedule. I suggested starting with an interactive e-book featuring short videos, which was more feasible than a full online course. As we progressed, we found creative solutions to various challenges. I was responsible for designing the e-book layout and editing the videos, creating templates to enhance visual appeal and ensure the content was easily understandable for new mothers.
Mobile-First Website
After the interactive e-book received positive feedback from happy customers, it’s time to develop a website. On the website, she wants to offer freebies, webinars, e-books, 1:1 consultations, and e-courses to her audience of new moms. All of these features will be available through digital product e-commerce with an automated payment system. After analyzing the results of a user survey, we found that 100% of the participants use mobile phones to watch videos, so the design should be mobile-first.
E-Course
The e-course theme is based on our understanding of AyoASI.id’s audiences. We asked the audiences to ensure that we created something that fits their needs. The course is private and can only be accessed by the account of the person who has already paid for it.
The Result
We achieved the top 50 MVP out of 17,026 participants at Shehacks.id 2024, organized by Indosat Ooredoo Hutchison and supported by UN Women and the Australian Government.
Shehacks.id is an innovation program for Indonesian women aimed at reducing the gender gap in economic opportunities, education, health, and the environment by empowering them through the use of technology.
Testimonial
