&Baby - Shopping App

&Baby emerged as a result of a two-week design challenge during my masters programme, sparked by a card from a Dixit game depicting the duality of a weary, older woman juxtaposed against a vibrant, expectant younger version. This visual ignited a rapid 5-minute mind mapping session, later refined around the themes of balance, alone, and support.

My creation, &Baby, encompasses a multi-faceted platform—an inclusive online retail store catering to parents-to-be, a comprehensive Help and Support Forum, and a thriving Community Hub. Inspired by the card's essence, I aimed to curate a retail space for expectant parents that transcends mere transactions, incorporating elements of community to foster an all-encompassing destination. This concept reflects balance: merging retail necessity with a sense of belonging, support, and guidance from fellow customers.

Moving from ideation to sketches, I envisaged andBaby as a gender-neutral platform, avoiding stereotypical mother-and-baby-centric tropes. The app, denoted by the name '& baby', utilises a neutral background adorned with vibrant tonal accents, ensuring universal appeal. Taking cues from online retail giants like ASOS, I crafted a cohesive layout across multiple pages, offering a familiar yet distinctive browsing experience.

Key features, such as a static bottom menu for easy navigation, and a prominent help button for quick access to forums or expert advice, were meticulously integrated. This help section, not for technical assistance but for pregnancy or new-parent queries, serves as a vital support pillar.

The prototypes showcase various facets of the app: a retail page akin to categorised stories, a homepage offering direct links to shopping and community sections, a user-centric profile page with options for orders and bookmarked advice, and a vibrant community forum encouraging connections and information sharing among parents.

&Baby embodies my pursuit to create a holistic platform that transcends the conventional retail experience. It's a testament to inclusivity, offering a cohesive, supportive space for all parents-to-be, embracing a sense of community, advice, and seamless retail convenience.