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Cura

Product Development & Market Entry Strategy  
Development of CURA, a shared childcare service geared towards single parents to help them obtain affordable childcare while simultaneously expanding their support network. 

Class: MICA, Forecasting & Realization
Team: Seul Rhee, Will Soloman, Andrew Hinton  
Primary Role: Research, Presentation & Branding Design

Understand

At the beginning of this class we were asked to choose a consumer/user group to develop a product or service for. My group identified our interest in developing a solution for single mothers. In order to identify who these users are, we conducted a market analysis and developed a hypothesis on what direction we thought our product could take based on our research.

We proceeded to conduct ethnographic research, primarily in the form of long interviews in person or over the phone with single mothers. Through these conversations we were able to understand the motivations, goals, and pain points of these consumers. After conducting all of our 15+ interviews we synthesized and clustered information to­­ uncover six common themes and insights. The main insights being that childcare is the most important, yet least accessible aspect of a single mother's routine, and they are more open to utilizing the shared economy to meet their daily needs.

Define / Reframe

We had developed our own hypothesis for what would be the true pain points and goals of single mothers, but after developing our key insights we redefined our problem statement to focus on the shared economy and childcare services.

Prototype

After refining the problem statement, we focused in to ideate and brainstorm 5 speculative designs and prototypes. From there, we chose to further explore Cura, a shared nanny service. Below, are photos from our rapid prototyping phase as well as more final wireframes that we later used for user testing. 

(Above: first round rapid prototype, below: prototype for testing)

Test

We concluded that our shared childcare idea had the biggest opportunity of becoming a disruptor in the industry. In order to better test our idea, we developed this MVP (Minimum Viable Product) of a landing page that allowed us to gather customer interest and feedback.

This landing page allowed customers to see a glimpse of our service and understand how it could be of benefit to them. We received some great feedback on the idea and are currently working to gain more perspectives from New York based VC’s on its viability.