Parentool: Discovery & Strategy to rebuild trust and speed for overwhelmed parents
Cut decision time from 8m35s to 2m50s, and boosted first-week engagement by 72%.
Cut decision time from 8m35s to 2m50s, and boosted first-week engagement by 72%.
Contribution:
Discovery Workshop facilitation,
Stakeholder interviews,
Parent research,
Information architecture,Flows,
UI/Visual design,
Microcopy,
Prototyping,
Testing;
The information provided in this case study represents my own views and may not necessarily represent the opinions of Parentool.
The information provided in this case study represents my own views and may not necessarily represent the opinions of Parentool.
Role:
Product/UX Designer
Product/UX Designer
Client:
Parentool
Parentool
Timeline:
24 months
24 months
Challanges
Low trust & privacy clarity. Parents hesitated to share sensitive data without clear explanations of usage, storage, and control.
Cognitive overload. A cluttered, dated UI made it hard to find help fast, especially during stressful moments.
Feature comprehension gaps. Users misunderstood how/when professionals were available, creating frustration.
My Process
Align → Learn → Redesign → Validate
Discovery Workshop to align goals, tech constraints, and success metrics; Stakeholder interviews clarified expectations; Qualitative research with parents surfaced pain points around data, urgency, and support types.
Phased delivery to de-risk: Phase 1: trust & clarity; Phase 2: expert access speed.
Method: Mixed: 6 moderated sessions + unmoderated tasks; device mix iOS/Android; new and experienced parents.
Key tasks: complete onboarding, find age-relevant content, start a Medi-Chat, reschedule an appointment.
Validation
Phase 1: Trust and Clarity
Progressive onboarding. I replaced the long, front-loaded survey with in-context, progressive profiling, paired with transparent microcopy that explains what, why, and how data is used. Result: a lighter first session, less anxiety, and more completions.
Information architecture & first-30-seconds. I simplified navigation and designed a calm, reassuring homepage surfacing age-relevant content optimized for “I need something now” moments, recent chats and upcoming appointments.
Phase 1 outcomes (4-week windows, mobile only):
Onboarding completion: 58% → 74% (+16pp; +28% relative)
Time-to-first-value (first helpful action): 2m10s → 1m05s (~50% faster)
Privacy clarity engagement (FAQ/tooltip opens by new users): 7% → 19%
Form error rate (validation errors / 100 sessions): 42 → 21 (–50%)
Phase 2: Fast Access to Experts (Medi-Chat)
I created Medi-Chat: a guided entry that lets parents select a concern, see clear status/wait signals, and connect quickly. I designed states, edge cases (no specialist available, poor network), and safety rails to reduce uncertainty.
Phase-2 outcomes (same measurement setup):
Chat start rate (landing → Start chat): 24% → 36%
Queue abandonment: 21% → 9%
Post-chat customer satisfaction (1–5): 4.1 → 4.6
Validation
Method: Mixed: 6 moderated sessions + unmoderated tasks; device mix iOS/Android; new and experienced parents.
Key tasks: complete onboarding, find age-relevant content, start a Medi-Chat, reschedule an appointment.
Low trust & privacy clarity. Parents hesitated to share sensitive data without clear explanations of usage, storage, and control.
Cognitive overload. A cluttered, dated UI made it hard to find help fast, especially during stressful moments.
Feature comprehension gaps. Users misunderstood how/when professionals were available, creating frustration.
Align → Learn → Redesign → Validate
Discovery Workshop to align goals, tech constraints, and success metrics; Stakeholder interviews clarified expectations; Qualitative research with parents surfaced pain points around data, urgency, and support types.
Phased delivery to de-risk: Phase 1: trust & clarity; Phase 2: expert access speed.
My Process
Progressive onboarding. I replaced the long, front-loaded survey with in-context, progressive profiling, paired with transparent microcopy that explains what, why, and how data is used. Result: a lighter first session, less anxiety, and more completions.
Information architecture & first-30-seconds. I simplified navigation and designed a calm, reassuring homepage surfacing age-relevant content optimized for “I need something now” moments, recent chats and upcoming appointments.
Phase 1 outcomes (4-week windows, mobile only):
Onboarding completion: 58% → 74% (+16pp; +28% relative)
Time-to-first-value (first helpful action): 2m10s → 1m05s (~50% faster)
Privacy clarity engagement (FAQ/tooltip opens by new users): 7% → 19%
Form error rate (validation errors / 100 sessions): 42 → 21 (–50%)
I created Medi-Chat: a guided entry that lets parents select a concern, see clear status/wait signals, and connect quickly. I designed states, edge cases (no specialist available, poor network), and safety rails to reduce uncertainty.
Phase-2 outcomes (same measurement setup):
Chat start rate (landing → Start chat): 24% → 36%
Queue abandonment: 21% → 9%
Post-chat customer satisfaction (1–5): 4.1 → 4.6
Challanges
Phase 1: Trust and Clarity
Phase 2: Fast Access to Experts (Medi-Chat)
