The document outlines a UX/UI development case study for Imaginland, a startup childcare enterprise focused on creating a mobile app to enhance parent experience and streamline the booking of childcare services. The project aims to balance functionality and design while providing a playful and supportive user experience, particularly for millennial parents. The case study includes insights on user motivations, brand values, competitor analysis, and detailed app and website design elements.

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UX-UI DEVELOPMENT CASE STUDY
annodell.com
STARTUP CHILDCARE ENTERPRISE

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background
problem
ImaginLand Childcare Centers offer no-
notice, guaranteed scheduling and enriching
activities aimed at empowering a child’s
imagination for less than the cost of a
babysitter [ages 3-12yrs].
Because the enterprise’s Membership
Model is powered primarily by a mobile
app promising Parent Lifestyle Freedom,
the team was eager to explore the User Ex-
perience through the brand lens for both
it and the website in order to plan further,
develop marketing assets and prepare in-
vestor presentations.
The ImaginLand service offering Is highly
complex, compared with any existing on-
line babysitting app-supported networks
such as Care.com, SitterCity.com, etc.
How might we assess all the functions
it could vs. should support, without it be-
coming too cumbersome?
And as the frontline brand touchpoint
tasked with acquiring and retaining
parents, how might we optimize a wel-
coming, supportive and imaginative ex-
perience for them too?
01
CHALLENGE OVERVIEW
TABLE OF CONTENTS
01 CHALLENGE OVERVIEW
02 SOLUTION OVERVIEW
03 BRAND VALUES
04 APP GOALS
USER PERSPECTIVE
05 TARGET/COMPETITORS
06 PERSONAS
09 JOURNEY
10 TESTING
13 INFO ARCHITECTURE &
FLOW CHART
14 MOBILE APP WIREFRAMES
15 MOBILE APP DESIGN
16 WEBSITE WIRE FRAMES
17 WEBSITE DESIGN
18 STYLE GUIDE
19 DESIGN RATIONALE
21 360 UX BRANDING
- basic assumptions
m11
children younger than age 5 are
in some type of childcare
for 36 hrs/wk on average,
every week, in the U.S.
- 2018

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solution
my role
Because of my extensive brand develop-
ment, along with much research already
completed regarding the childcare indus-
try plus primary audience: Millennial Parents
I developed the basic UX concept, as well
as a UI system of elementsconsistentwith
the brand goals, addressing both function-
ality and design that the team could react
to, iterate on, and fine-tune before handing
over to developers.
As the ImaginLand brand strategist and
brand designer, I was asked to initiate high
level development of the caregiver mobile
app from the perspective of assuring the
visual design, editorial voice and minimal
number of jobs-to-be-done aligned with
the brand values and goals.
Vetting the breadth of opportunity vs con-
straint regarding the scope of its potential
functionality, quickly and effectively, while
not overburdening the user with too many
options or features was a framework we had
to establish first.
SOLUTION OVERVIEW
APP FUNCTION CHECKLIST
ACCT DASHBOARD/SETTINGS
PHOTO UPDATES
- child activities/milestones
EASE OF CONTACT
- admin email/phone
RESERVATION BOOKING/
SCHEDULING
60+ ACTIVITY ARRAY/
SELECTION CAPABILITY
EQ STATUS
-social-emo intell curriculum
FOOD - SNACK SELECTION
VIDEO MONITORING
-6 different areas
PARENT COMMUNITY
- member messaging
APP TRIAL
SEARCH
APP HOMESCREEN 02
11
parent empowering functions
to streamline the process
of booking childcare as
well as monitoring their
child’s status & progress

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to find your way through play.
Freedom‘ 03
THE BRAND PROMISE

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account/profile dashboard
Input personal info/transacting info
Indicates membership level status plus editing
Indicates billing/terms/legal
reservation booking
On-demand, instant with immediate confirmation
Fractional, random bookings, for variable periods
Reflects terms of membership level
scheduling dashboard
Current status: overview vs detailed options
Simplifies search with advanced filtering options
Prevents double booking or conflicted bookings
60+ activity presentation/selection capability
Simplifies presentation of 3 primary categories
Simplifies search with advanced filtering options
Empowers ease of adds/edits
Presents current status as default screen
video monitoring
Features live on-demand video monitoring of child
ease of contact
Conspicuous contact options: call, text, email
CRM
Supports reporting: child development status,
reservations, food selections, photo updates, notifi-
cations, settings, etc.
app trial
Supports care-giver trial before committed sign up
parent community message board
Internal interface for setting up playdates, coordinat-
ing schedules, sharing info, etc.
APP GOALS
18:42
USER PERSPECTIVE: basic assumptions
04
motivations
Seeks easy scheduling w/ immediate confirmation
Seeks safety and security, expects transparency
Appreciates emphasis on creativity
specialty
Filters 60+ activity offerings, afterschool support
Filters programs by child age/interest
ratings
Views ratings of facility and parent testimonials
First seeks referrals from friends/family
design
Seeks clear bold directives, simple navigation
Promotes perception of accessibility/ease!
Expects sense of playfulness, like Slack quips.
timing
Books service period quickly, sometimes, emergently
Revises booking due to last minute change in plans
Sets reminders for child drop off and pick up times
price
Seeks confirmation re: any fees not included
Reviews info about payment options
Calculates cost for schedule needs per week or month
location
Views bios/photos of administrators/childcare staff
Views gallery photos: facilities, activities, etc.
Views location map to confirms travel time
challenges
Hates hidden costs
Doesn’t want too many options
APP SIGN UP SCREEN

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OUR COMPETITORS
UTILIZING MOBILE APPS
05
REALTORS
OUTSIDE SALES
MOONLIGHTERS
GIG JOBS
NURSES
POLICE OFFICERS
HOSPITALITY
BAKERS
CONSULTANTS
BOOKKEEPERS
CONTRACTORS
CRAFTSPEOPLE
GYM
ELDER CARE
DATE NIGHT
FULL-PART-FLEX TIME
TECHIES/OFFICE JOBS
VIRTUAL CONTACT CTRS
SALES
BLOGGER
SHOPPING
SELF CARE
National Poll
C.S. Mott Children’s Hospital,
Ann Arbor, MI
-2017
OUR TARGET
1099 contractors
w2 employees
home based biz owners
full time householder
dual working parents
shift workers
PARENTS IN GIG ECONOMY

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STEPHANIE
37 yrs
Real Estate Broker
$67k
1 Son, 11 yrs
06
I want to be actively
engaged in Justin’s
education, so rely on
teacher’s to keep
me informed.
‘
goals
Quality day care with convenient hours/location
Quick scheduling and communicating with staff
Uninterrupted job focus
Provide enrichment and socializing opps for son
enjoys
Meeting parents with common interests/outlook
Downtime with son, catching up on homework
frustrations
Feeling disengaged due to work demands
Sparse social life and me time
context
Stefanie works 8+ hr days with little
flexibility and unexpected client activity
that occasionally results in a longer day. Al-
though confortable with digital technolo-
gy, she does not use many apps on a regu-
lar basis. Prior to discovering ImaginLand,
her son Justin attended an afterschool pro-
gram every week day and the local YMCA
program on weekends, holidays and snow
days. Stephanie relies heavily on materials
sent home from Justin’s teacher. She seeks
a reliable afterschool program, with extended
hours that her son enjoys.
brands
BEHAVIOR
MOBILE APP USE
CREATIVITY ACADEMIC
SOCIAL NETWORKS
AESTHETIC
TIME STARVED
HELIPCOPTER
SECURITY
SEEKS EXPERIENCES
HANDS OFF
PERSONA 01
SINGLE MOM / WORKING FULL TIME

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context
Amber’s still adjusting to life with a
young child. She’s health conscious,
loves to research gluten-free rec-
ipes, and counts on a sitter 2x/wk
to get to the gym. Her datebook is
filled with activities to do with her
daughter, until Dad gets home from
work, including afternoons at the
n’hood playground. Amber makes
small talk with other mothers but
doesn’t enjoy any real connections
yet and is always seeking more op-
portunities to meet new mothers.
brands
My daughter is my life!
But I also need new
Mom friends I really
connect with.
‘
AMBER
28 yrs
PART TIME BLOGGER
$15k
3 yrs DAUGHTER, sofia
savvy to app usE
time starved
seeking experiences
0 10
07
PERSONA 02
MARRIED NEW MOM / WORKING PART TIME
goal
Best care center with socialization activities
Access child’s development updates/latest photos
Accessing the 200+ activity descriptions
enjoys
Doing creative projects with her daughter
Volunteering with other mothers
Date night with her husband 1x every 2 weeks
frustrations
FOMO: going out w/ friends/2nd guessing not working
Maintaining social life, making new friends-community

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I am so proud of my
daughter and want her
to have high-quality,
stimulating
opportunities.
‘
goals
Enroll in quality and interesting after
school activities
That his daughter feels supported
Notifications so he doesn’t miss opps
Easily modify her schedule based on
his own
enjoys
Digital solutions, owns many devices
Doing things with her whenever he can
frustrations
Feels spread thin
Annoyed by ill-designed technology
context
Vikram’s wife is out of the
country for an extended peri-
od so is seeking quality care
options that stimulate her cre-
ativity and innate interests.
Technology is his expertise,
and traditionalism is in his
heart, with the expectations
that a childcare center should
be warm and welcoming. See-
ing a digital ad featuring the
mibile app, he was one of the
first to sign up for one of the
ImaginLand’s trial packages.
brands
VIKRAM
41 yrs
IT CONSULTANT
$86K
11 yrs daughter, ANAYA
context
As a registered nurse, Jack-
ie works about 40hrs /
week, varying between
5-10hrs per day and is able
set up a regular care sched-
ule for her son. On occasion,
however, her sister or mother
are available to host Jordan
after school to do homework
or play with his cousins. Be-
yondenrichmentJackieseeks
community diversity along
with a place her son can be
free to play after school, be a
little rambunctious and let out
his pent up energy.
brands
savvy to app usE
time starved
seeking experiences
0 10
JACKIE
33 yrs
Registered Nurse
$57K
7 yrs SON, jordan
savvy to app usE
time starved
seeking experiences
0 10
persona 03
SINGLE MOM / WORKING FULL TIME TIME
08
goals
Enroll in quality day care that is safe,
secure and near by
Quick connection with him thru by
video monitoring
Easily edit his activity schedule
Easily access her billing statements
enjoys
Attending special events at her son’s
school
Photos of her son in various activities
frustrations
Feeling disengaged from child
Complicated technology
I want my son to be with
others like himself plus
have the freedom to run,
jump, play, sweat & get
all his energy out!
‘
PERSONA 04
MARRIED DAD / WORKING FULL TIME

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EXPERIENCE
TOUCH PTS
PAIN PTS
OPTIONS
FEATURES
After hearing by word of mouth, di-
rect mail or digital ad, user seeks info:
location, cost, hrs, safety.
Opens online application form -mini-
mal info intake [10mins completion]
includes scheduling 15min phone in-
terview w/staff member.
Following application form submit-
tal, user receives confirmation signal
w/in the app + email w/terms over-
view + billing cycle.
Receives 1st week of data updates
re: child activities, milestones, con-
cerns, etc.
Searches online parent or consumer
reports reviews
Visits website
Calls facility for tour
Downloads app from site
TRYING NEW SERVICE W/OUT
PEER VALIDATION-EVIDENCE
FEELING AMBIVALENT IF TOO
MUCH INFO REQUIRED
APP A BIT COMPLICATED-
CAN’T FIND SPECIFIC INFO
CALLS FACILITY W/ QUESTION BUT
GETS PUT ON EXTENDED HOLD
Calls first to ask questions before
filling out app
Chooses in-person processing
Book initial single or re-occurring
period
Dnload docs as pdf: billing state-
ment, terms/conditions [contract],
etc.
Sign up for weekly newsletter
Select wkly or monthly email status
reports
APP/WEBSITE
Bold, simple presentation
CTA bttns:
Membership offerings
Tour Facility
Online application
Mobile App sample
Supports search on
Reviews: Facebook/Google
APP/WEBSITE
Confirmation of successful
app submittal + call appt
APP
Download app
Homepage screen/dashbd:
Today, Schedule, Activities,
Snacks, Account, Photos
Bottom Nav Tab Bar:
Home, Search, Notification,
Optional Activities, Call
APP
Additional dashboard pages
outlining more detailed info
following child’s completion
of various program aspects
Detailed scheduling filter
Detailed activities filter
RESEARCH ENROLLMENTAPPLICATION ONBOARDING
caregiver journey
GOAL
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GOALS
Understand values, preferences, behaviors
Outline a top level nomenclature & organization
starting point
Minimal/vital info required on homepage
Suggestions for any alternate labels/terms
more expressive of the brand but not confusing
In preparation for developing an optimally intuitive
Info Architecture and Flow Chart for the website
and app, I conducted a hybrid sorting exercise:
open + closed, asking 7 parents to sort 50 cards,
each parent doing so separately, utilizing a ‘best
guess’ initial content inventory.
Ialsoaskedparticipantstodrilldownontheaspects
involvedwiththeirquesttosetup/revisetheirchild’s
drop off/ pick up schedule or their desire to easily
explore the 60+ activities, with an eye toward
stream lining the process and avoiding confusion/
redundancy.
card sort
USER TESTING & FEEDBACK: WEBSITE
10
The group struggled narrowing to only 5 tabs on homepage with the majority identifing:
4 participants said they first investigate ‘Membership’ while 3 said ‘Our Center’.
Confusion regarding 3 separate activity categories -color coding may help clarify.
Preference for fewer pages with longer scrolling content than for 2dary level pages.
About Us - Membership - Our Center - FAQs - Contact Us
UX INSIGHTS
PARENTsuggested
DATA POINTS
Staff Background Checks
Staff & children require vaccinations
Program Director name/photo
Safety, Cost, Location
Outdoor play area
Healthy Food, Open Display Kitchen
Availability of books & educational

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I want to see
a lot of
info easily...
who’s
behind this?
what’s the
facility like?
how far away?
does it
seem legit?
‘
USER perspective
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Launch Screen
Login - Login for Registered Users - Home [dashboard]
Account: Profile - Membership - Settings - Terms
Schedule: Today - Overview
Activities: EQ Social-Emo - Life Skill - Interest Based
Snacks - Photos - Search - Contact/Address
Member Community
Key
*Displayed Info
*Input field
*Navigation option
Search
Account
Main Calendar
Activities
Snacks
Emotional Quotient
Administration
Staff
Profile
Membership Model
Billing
Legal
Terms/Conditions
Support
Notifications
General Messages
Personal Messages
Reply
Star
Engage Options
Call
Text
Email
Social App Post
Print
Copy
Save to Files
Create PDF
Save Image
Login
Header
Name
Password
Login with Facebook account
Login with Google account
Register
Login for already registered users
All Photos
[chronological display]
All Photos
Login for registered users
Header
Name
Password
Login
Password reminder
Today Overview
The Day’s Schedule w/ details
[chronological display]
*includes pk up/drop off times,
activities, snacks, special events
Comprehensive Schedule Overview
[chronological display]
*choose Week or Month Overview
*includes pk up/drop off times,
activities, snacks, special events
Schedule
Overview
[as per select dates/time period]
Detailed
[as per select dates/time period]
Today
Tomorrow
Dates Entered
Activities
Current Selections/Time Period
[chronological display]
Edit Activity
All Activities
Today
Tomorrow
Week
Month
Life Skills Status Overview
Skills Enrolled in
Focus
Organize
Manipulate
Observe
Teamwork
Solve
Resolve
Manage Time
Advocate
Life Skills
Interest-Based Status Overview
Skills Enrolled in
Body/Physical
Ping Pong
Joga Bonita
Expressive/Arts + Science
Drama
Painting
3D Digital Printing
When I grow Up
Pilot: Flight Simulation
Fire Fighter:
Homework Support
Interest-Based EQ: Emotional Quotient
EQ Status Overview
Skills Enrolled in + level achieved
Imagine
Communicate
Empathize
Express
Patience
Monitor
Snacks
Current Selections
[chronological display]
All Selections
Special Request
Child Avatar
Settings
Today
Schedule
Account
Activities
Food/Snacks
Emotional Quotient
Recent Photo
All Photos
Home
Search
Notifications
Engage Options
Home [dashboard]
content inventory
INFO ARCHITECTURE & USER FLOW CHART
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The ImaginLand Childcare app must be
able to empower and streamline many
functions, some relatively complex: sched-
uling, 60+ activity array, EQ skill tracker,
search, notifications, contact, billing, etc.
while still retaining the playful sense of the
brand.
MOBILE APP WIREFRAMES
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App Launch Screen Home Screen Schedule Status/EditActivity Status/Edit or Add Emotional Quotient Status
15
MOBILE APP design development

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Above Fold
Below Fold
16
WEBSITE HOMEPAGE: wireframe

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Homepage
Banner 01Banner 02
Banner 01
WEBSITE HOMEPAGE: design development
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IMAGINLAND UI STYLE GUIDE
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As the logo is rendered in Quicksand font, it
seemed obvious to stay with it as the primary
app font. Quicksand’s sans serif, ultra sim-
ple, roundness conveys a sense of purity and
openness that aligns with the brand values.
The Roboto Condensed font family was selected for
secondary and utility messaging, as its broad range
of styles accomodates a variety of needs plus it reads
well at very small point size.
typography
iconssymbol
ABCDEFGHIJKLMO
abcdefghijklmnop
0123456789
ABCDEFGHIJKLMO
abcdefghijklmnopo
0123456789
Icon development followed the the smooth,
rounded linework of the Quicksand font. By
creating the symbols with similar line weight
and rounded corners, a consistent and uni-
fied system is achieved.
The rendering of actual human figures also followed
the illustration of the child which is part of the logo.
The quest was to delineate each with just enough de-
tail to clarify its intent.
The ImaginLand logo represents support of
a child’s self-discovery quest through self-di-
rected play, and tapping into their inner com-
pass to forge a pathway aligned with their
own true north.
PURE/SOFT/OPEN
A
B C
USER INTERFACE DESIGN RATIONALE: TYPE/ICON
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I recommended a black to white concept for
the high-level identity, as the in research phase
we discovered almost all childcare centers uti-
lize a full spectrum, bright color rainbow palette.
A black-white primary identifier sets up:
1] differentiation from competitors.
2] that the children are providers of ‘color’, inserting
themselves into the unadorned landscape, feeling in-
vited to create it for themselves, again supporting the
brand promise.
3] an associated sense of integrity, credibility and pre-
mium.
color: identity
color: secondary
TRUST/DISTINCTIONGENDER NEUTRAL
WHOLENESS
Primary consideration for the supporting palette
was gender neutrality. Green, Orange and Purple
werechoseninresponsetothisgoal,plusthey’re
also the secondary family on a color wheel.
Brown was chosen for representing the EQ: Emotion-
al Quotient program, as it signifies integration and
wholeness.
USER INTERFACE DESIGN RATIONALE: COLOR
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360 UX Branding: every touchpoint matters.
Digital Ad 01 Landing Page 01
Website
Mobile App
eNewsletter
Video 01
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UX-UI DEVELOPMENT CASE STUDY
STARTUP CHILDCARE ENTERPRISE