Beside YouWebsite & App

A complete digital experience for new parents

Beside You, with its mission to support parents at every step of their breastfeeding journey, needed a total digital transformation. We partnered with Beside You to create a strong brand identity and marketing material, develop a user-friendly website, and build Leona, an AI-powered breastfeeding assistant.

Launch project
Branding

Crafting a warm and welcoming brand

Beside You, with its mission to support parents at every step of their breastfeeding journey, needed a brand that reflected their warmth and approachability.

We explored a range of colour palettes, typefaces, and logo concepts, aiming to create a visual identity that was both distinctive and relatable. After careful consideration, we presented four logo options and colour palettes to the client. Ultimately, they opted for a handwritten style logo, which gave a humanistic feel.

To further enrich the brand identity, we introduced unique brand assets such as illustrations, organic shapes and patterns that added a touch of personality and reflected the joys of parenthood. This carefully crafted brand identity served as the foundation for all subsequent design and development work.

User research

Understanding the needs of new and expectant parents

Beside You already possessed valuable insights into their target audience, including demographics, motivations, and online behaviour. We analysed existing data, including website analytics and customer profiles, to gain a deeper understanding of their needs and expectations.

Through a collaborative workshop with the Beside You team, we identified four key audience segments: Pregnant, Getting Started, 4-6 Weeks Challenged Mums, and “Dads. This segmentation allowed us to tailor the website experience to the specific needs and concerns of each group.

By deeply understanding the barriers and challenges faced by each audience segment, we were able to design a website that was truly user-centric, providing them with the information and support they needed at every stage of their parenting journey.

Sitemap

Streamlining the navigation

The existing website had a complex sitemap with numerous pages, some of which were outdated or redundant. Our first step was to thoroughly review the existing site structure and identify areas for improvement.

We streamlined the navigation by grouping related pages and removing any unnecessary content. This resulted in a more concise and user-friendly structure with five key areas, each carefully designed to address the specific needs of the different audience segments.

While maintaining a clear and concise structure, we also recognised the need to accommodate the wealth of valuable information available. We minimised deep-level nesting whenever possible, ensuring a straightforward and intuitive user experience. This streamlined approach resulted in a significantly improved sitemap that was both user-friendly and effective.

Website design

A visually appealing and user-friendly experience

Drawing upon the insights gained from user research, sitemap and branding, we began to translate our ideas into designs. We started with sketching, allowing us to rapidly explore different layout options and test design concepts.

To create a welcoming and approachable website, we incorporated key brand elements, such as hand-drawn hearts, organic shapes, authentic images and custom icons. A key feature was an animated hero banner that rotated through words like “confident,” “heard,” “supported,” and “inspired,” instantly conveying the brand’s core message and reassuring parents that they had come to the right place. We also included an interactive map that allowed users to easily locate support hubs in their local area. This feature further enhanced the user experience by providing valuable and practical information at their fingertips.

The overall design was clean, uncluttered, and easy to navigate, ensuring users could quickly find the information they needed.

AI-powered solution

Meet Leona, the AI-powered breastfeeding companion

New mothers often have countless questions throughout their breastfeeding journey. That’s why we created Leona, an AI-powered infant feeding specialist, accessible through the Beside You app and WhatsApp. Drawing on user research insights, we designed the Beside You app with a focus on simplicity and efficiency.

Key features include:

  • Live chat with Leona: Ask questions and receive personalised guidance.
  • General FAQs: Find answers to common breastfeeding queries.
  • Additional resources: Explore a library of helpful content.

We understand that not everyone wants to download an app. Therefore, we integrated Leona with WhatsApp, allowing users to interact with her seamlessly and conveniently, just like chatting with a friend. 

AI management

Powering Leona with knowledge and insights

In partnership with Bullet AI, our sister company specialising in AI solutions, we developed a robust backend system for managing Leona. This system acts as the engine that powers Leona, ensuring she delivers the most accurate and helpful information to users.

Key features of the backend include:

  • User-friendly CMS: The Beside You team can easily manage and update Leona’s knowledge base through a user-friendly Content Management System.
  • Personalised responses: Leona can draw on the extensive knowledge base to provide tailored responses to each user’s specific questions.
  • Continuous improvement: By analysing user interactions, we continuously refine Leona’s knowledge base and improve her ability to provide the most helpful and relevant information.
Marketing

Creating engaging marketing materials

To drive the adoption of the Beside You website and app, we hooked up the team with everything they needed. This included creating engaging social media content for the Beside You team, designing eye-catching posters and flyers for distribution, and integrating QR codes into marketing materials for easy website access. We also created branded stickers for midwives to include in welcome packs, raising awareness of the Beside You platform among new parents. All marketing materials adhered to the established brand guidelines, ensuring a consistent and recognisable visual language across all channels.