Year: 2021 | Role: UX Researcher | Tools: Zoom Cloud Meetings, Google Workspace, Figma | Client: Colegio Los Samanes
Los Samanes School is an educational institution established in 2004 in Ibagué, Colombia. Every year their educational management is evaluated by the Ministry of National Education. As part of this assessment, the support and parenting tools offered to families by the school are reviewed.
The main objective of this research was to understand the needs, beliefs, and behaviors of parents to inform the creation of a new parenting training tool.
To kick start this project, I did desk research and talked with experts about the topic of Parenting.
Parenting styles: “the use of democratic parenting practices brings positive outcomes for children and adolescents. Conversely, the authoritarian and permissive practices are pointed out as a cause of negative consequences in general”
Good parenting practices are essential as they allow:
🖍Suitable social skills
🖍Better academic performance
I wanted to know the offer of mobile applications and websites specializing in thematic parenting. I reviewed five products using an excel matrix to compare and analyze features and value propositions.
Parent Lab App
Happy Child App
In this competitve analysis I found some prevailing features as follows:
I conducted five semi-structured interviews with parents from Los Samanes School to understand their experiences, perceptions, and needs as parents of children and teens.
Five participants, three mothers, and two fathers among 28 and 53 years old.
Understand parenting practices and the ways parents learn new parenting tools to improve their family lives and routines.
Thanks to these interviews, I could get to know general perceptions and patterns among the participants:
I created a journey map of the parenting information search process based on user interviews. This allowed me to uncover more findings of parents’ emotional journey when searching for information to take over complex situations with their children.
Parents think that there is no “one size fits all” recipe.
Parents are selective, they prefer information and advice that fit their lifestyle and beliefs.
Parents value professional opinion, they like content created by trusted professionals.
Parents prefer practice-oriented information, they like hands-on activities and content formats that fit their busy lives.
Support networks and experiences exchange are significant to parents since it allow them to feel accompanied and motivated.
Experience is one of the sources of knowledge that parents prefer to learn about parenting.
Intuition is a key element in parenting since parents privilege it when making decisions related to their children.
Parents are constantly afraid and doubting which cause them stress and possibly also their children.
After delivering the insights to the the school counseling team and the principal my suggestions to follow up with the project were: