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Sittery

Childcare is one of the most rapidly sought out markets due to high competition. Babysitters commonly work without a fixed job and standardized income, potentially facing unemployment and low income. How can we help them find a job and gain satisfying income? 

Sittery is an online childcare education platform which helps passionate babysitters develop valuable skills to raise their living standards. It is the product of a combined effort with my wonderful teammates, Chuqing Shao and Christin Carolina.

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How it works

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Research Methods:

Secondary Research, Affinity Diagram, User Interviews, Behavioral Continuum, Lean Canvas, User Testing

 
 
 
 
 
 

Finding the Problem 

Babysitters are undertrained and underpaid.

Childcare is one of the most rapidly sought-out markets due to high competition. Babysitters commonly work without a fixed job and standardized income, potentially facing unemployment and low income. How can we help them find a job and gain satisfying income? 

Based on the secondary research, we found that babysitters were undertrained. They couldn't meet parents' expectation which led them to be underpaid.

 
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making Assumptions

Inexperienced babysitters want to to get qualified for their job while experienced babysitters wanted to improve their income.

We utilized the affinity diagram to help us process and organize the secondary data. We found that babysitters could be divided into experienced groups and inexperienced groups based on their experience, income, and other behaviors and activities.

 

Affinity Diagram

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Assumptions of two persona skeletons

 
 
 
 
 

Validating Assumptions 

Exploring whether babysitters are money-driven or passion-driven. 

Based on two skeletons we generated from the affinity diagram, we recruited 9 inexperienced babysitters and 5 experienced babysitters from Sittercity.com, care.com, Urbansitter.com.  

 

    User Interviews

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Meaningful behaviors were made into a behavioral continuum diagram. We saw similar groups that each could fall under and summarized into three patterns. The results differed from the assumption we made before.

 
 
 

Most experienced babysitters are passionate about babysitting and don't only want to gain money from it. 

 
 

Assumption Validation

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Learning Parents' needs 

Parents were willing to pay more if the babysitter had nursing or early education degrees.

We did two interviews on two parents to make sure we were in the right direction. Parents were mainly influenced by baby-sitter’s personalities, education levels, and the care service quality they could offer.

 

Parents Interviews

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"I chose the graduates with a nursing degree on purpose because they know how to take care of a baby professionally."

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"I paid 30 dollars per hour for my babysitter who could not only take care of my son but also tutor my son’s school work and teach him to play the piano."

 
 
 
 
 

Defining Users' Goals 

Primary persona is the experienced babysitter.

From the user interviews, we realized that experienced babysitters had the potential to become our long term users and keep learning new babysitting knowledge because of their life-long passion while inexperienced babysitters needed to find a job by using our service to learn basic knowledge.

 
 
 
 
 
 

Finding the opportunity 

Offering updating lifelong learning resources for experienced babysitters to guarantee them a higher income.

I analyzed existing services for babysitters and summarized them into three categories:

 
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Most training services only offer basic babysitting trainings.

By analysis the current training services, we found that most of them focused on basic training. These services didn’t benefit experienced sitters. The courses were very basic and didn’t update in training, causing many of the experienced babysitters to feel stuck when they reached the max level.

 

Competitive Analysis & Positioning Matrix

 
 
 
 
 

Creating a Business 

We provide single courses and memberships.

We provide single course to enhance babysitters' professional skills according to their individual interest. We have memberships to guarantee employment for both inexperienced and experienced babysitters.

 

Collaboration for job guarantee

We decided to collaborate with the babysitting agencies, like urbansitter.com. Through our partnership, our platform would share data and commission fees from babysitter’s incomes. Parent’s preferences would be given to babysitters to narrow down specific job opportunities. We built a skeleton out of our research data to fit their needs into categories of: motivation, frustrations, and goals.

 

3rd party persona

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Charging for commission fee to maintain revenue streams

Considering our target audiences come form low-income, our platform would reflect that for babysitters to join the membership. There would be no fee for memberships. Instead, we would charge for commission fee from their incomes by using PayPal's chained payment service.

 

Revenue Streams

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Lean Canvas

 
 
 
 
 

1st round of prototyping

We began with sketchy wireframes to testify the task flows and layouts. 

 
 
 

We analyzed the paths, which were highly related to our core service and affected customer conversion rate, summarized them into three key paths, and built sketchy wireframes based on them.

  1. Joining the basic membership.
  2. Taking a single class.
  3. Taking more than 3 classes in order to upgrade to the membership program.
 

Sketchy wireframes

 
 

They were money and time-sensitive. 

Through user testing, we got a sense of how users thought and went through our website and how our design would influence their browsing behaviors.

We found two babysitters to test our sketchy wireframes. During the testing, we found they kept asking the price and duration of each course. This key moment made us realize that we ignored their basic requirement when we designed the interface – they were money and time-sensitive. 

 

User testing & Feedback

 
 
 
 
 

2nd round of prototyping

Designing the registration process for two types of users

 

Mid-fi Wireframes

 
 

After simplifying the membership registration process, we found the new process was actually harder to understand and follow for the users. They wanted to know why they needed to connect to the account of babysitter agencies during the registration process.

 

User testing & Feedback

 
 

We refined the wireframes:

  1. Introduced our core services on the Homepage.
  2. Separated course payment page and membership registration page during the registration process.
  3. Highlighted ‘connect to the third platform’ button to improve the click rate.
 

Refinements

 
 
 
 

Mid-fi Prototype

 
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Joining the basic membership.

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Taking a single class.

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Taking more than 3 classes in order to upgrade to the membership program.