homemade secrets
Case Study | Integrated Design & Marketing
— is a platform to shine a light on the not so glamorous life of being a Gen Z parent, and bring together a community of Gen Z parents to feel better connected to one another.
Role
Digital Designer
UX Researcher
Visual Identity
Installation Designer
Team
Valerie E. Lianggara (myself)
Skills
Installation Design
Digital Marketing
Visual Design
Art Direction
Design Thinking
Tools
Adobe Illustrator
Adobe Photoshop
Timeline
October - November 2020
The Challenge
The Playful Enquiry brief required us to explore the relationship
between strategy and audience with a spirit of
enquiry and play. We were asked to work with
three core elements: a strategy, target audience
and a message we wanted to communicate.
My chosen strategy and target audience was
‘EMBARRASS’ and ‘YOUNG PARENTS’ (generated by a randomizer). Therefore, the challenge was to create a solution that young parents go through with an embarrassing strategy.
The Solution
With the stigma around young parents rising, I feel like my approach to this brief was to find a way to let them know that they’re not alone. I wanted to create a solution that acts as a
light-hearted approach to the potentially negative experiences they face. To bring humor, passive aggression, and wit into an issue that young
parents suffer with, with the goal of building a community of young
parents to support one another and relate to.
Hence, the
message I want to communicate is for them to
feel better connected with one another through
relatable stories they experience through a child’s
perspective.
MARKET RESEARCH
Understanding the approach
As a starting point, I conducted some market research to understand my audience and strategy: how young is a young parent? What is the difference between embarrass and guilt/shame? Some key points I gathered from some secondary research are:
The term ‘young parents’ is used to denote anyone aged 13-25 years old who is expecting a child or has a child.
Young parents of today are all Gen Zs. Gen Z parents will succeed in becoming great parents due to their experiences about social issues and being more open-minded. They are more exposed to the world through the easy access of the internet, one of the main outlets being Buzzfeed - where I gained access to an article regarding embarrassing, relatable mistakes that parents make.
The stigma against young parents & teen pregnancy: stereotyped as having a negative connotation, and the risks and shame that comes with being a young parent is heavily pointed out.
Due to this, majority of them experience psychological and social challenges, in addition to the lack of community and added pressure from today’s world of social media.
The only somewhat reliable community-type platform forum is on Reddit, where teen/young parents can express what they go through and exchange advices.
USER RESEARCH
Understanding our users
Because I do not personally resonate with this problem and I do not fall into my target group category, I conducted user research by Instagram polls and Google Forms, which respectively led to qualitative and quantitative research.
From the data collected, I was able to create two user personas: Giselle Huang and Francis Lam.
Giselle Huang
Giselle is a 20 year old single mom and university student. She has a 3 year old daughter who she takes care of full-time, resulting in her choice to take classes online and at night. Because of this, Giselle does not have much of a social life and cannot find anyone who is struggling to balance her life the same way she is.
Francis Lam