O’HappySunshine
Discreet Nursing Wear For New Moms – Founder & Designer
Problem
A lot of new mothers experience stigma around nursing in public due to unavailability of discreet apparel in the Indian market. Since I was a new mother myself at that point, my goal was to solve this problem by designing apparel for moms that looked stylish and yet discreet enough to nurse her baby in public.
My Role
Founder & CEO ,Product Designer, UX Designer
Understanding the User
I conducted user interviews to gain a better understanding of how people deal with the problem of nursing in public
- What challenges do new moms face with nursing the babies in public
- What existing solutions moms already use.
- What is frustrating about the existing solutions.
User Interviews
I Interviewed 12 mothers who were with their babies at airport, shopping mall and restaurant. During my research I discovered that even though mothers were aware of the benefits of breastfeeding , yet rates were not as high as WHO recommendations.
Some of my Findings and Insights
Storyboarding
After the initial brainstorming session, I came up with a couple of scenarios where in I sketched the problem areas for a new mother and when would she be really using the product. I also created a script which talks about various advantages of using the product and highlighted the possible situations when she would be really benefitting from the product.
Explainer video
The explainer video helped to effectively communicate how the products addresses the unmet needs of a new mother. It was meant to resonate with issues a new mother faces and how she could face them confidently by using the product.
Product design
I created sketches for different kinds of possible product designs that allowed discreet nursing access. I then worked with the vendor to get the initial design ready. I tired the sample myself and also distributed a couple of samples to get feedback.
Sketching possible design options
Testing the sample
User Flow
I broke down each user goal into individual steps to understand what screens I needed to design. I created a user flowuser flow diagram to analyze the tasks that users would complete to reach their goals.
Site Map
I then created a site map to structure the content of my website. This helped me with planning the structure and how the overall website would look like.
UX approach – Mobile First
Based on the research, I identified that majority of the users were browsing the internet using their mobile while taking care of the needs of their baby. But some of them were not too comfortable to use it for making payments. So they would choose prefer choosing the option from the mobile, add it to the cart and then complete the order on the desktop website.
This understanding helped me focus on designing the interactions using paper sketches. It helped me visualize ideas about UI eg. how the home page would look, how the product listing would look and the process during and after the order was received and reviews from the customers.
Low Fidelity Mockups
I created Low fidelity mockups for how the different pages would look like on the mobile as well as the desktop using sketch.
Visual Design
I used a simple color palette and design decisions were chosen to establish O’HappySunshine as a positive and a modern brand giving confidence and possibilities to the mothers community.
Logo Design
Results
The website was a great hit and received a lot of positive reviews from the users. O’HappySunshine saw over 200 happy customers in the first few months of the launch. It was also featured in leading websites and I also had the opportunity to talk about it on the TEDx stage .
TEDx Talk – ‘Unboxing your mind’
More..
What customers have to say –
Thank you ‘O Happy Sunshine’ team for understanding the need of every single mom – kurta with concealed zippers.. A perfect outfit for a confused mom. I received my sunshine kurta and the material n design looks great. A big thank you for this amazing effort.. Expecting more from the store.. Wish you all success!
– Kavita, a new mother from Mumbai
My cousin introduced me to this amazing collection of kurtas called O’Happy Sunshine. The kurtas are smart and created so carefully for discreet feeding. I loved the fabric in the first place. Then, of course, the feeding experience has been great…. They are a must-have for every nursing mother!!!. I could feed my baby very comfortably in the car during our long journey back home 🙂 Thank you!!
Mahalakshmi, a new mother from Bangalore
Best one i could find in India! My search for a good and usable nursing kurta ended with OHS. I love the print and the quality of the cloth. The prices are too reasonable to be true. Customer service gets five stars for the personal touch for the size and custom needs. A must for all nursing mothers to make Nursing in Public a pleasurable experience!
Taru, a new mother from Chennai
Awesome design! A must have for NIP! Wow! Superb! Never imagined NIP could be this hassle free. Great attention to detail. The concealed zips and inner fabric layer form an amazing, perfect cover. My little one enjoys it -she’s free to feed. Good stitching. Thank you Shruti for your wonderful concept, helping out moms like me .Really regret not buying these tops earlier.
Jemy, a new mother from Mumbai