Challenge
Interviews with parents of children aged 0 to 5 revealed crying babies, tantrums, picky eating, trouble planning baby food, untrusted parenting advice online, and stress with no support.
Mobile App / UX Research
MoByU, Smart Parenting Companion
Creativity and Innovation · BINUS University
A smart parenting companion app for parents of children under 5.
Role: Product & UX Research Team
Team: Prabu Mahendra, Archie Mikhael, Shim Seung Gi, Vanessa Lee, Claude Christian Persulessy
Stack: Mobile App, UX Research, Business Model, SDG 3
Solution
MoByU stands for Mommy (Mo), Baby (By), Unite (U): a parenting companion bringing trusted guidance, child-development tracking, and community support together.
Key features
Growth tracking
Track weight, height, and head circumference against normal growth curves.
Food & nutrition diary
Log meals against age-appropriate calorie, carbohydrate, protein, and fat targets.
Immunization reminders
Age-based reminders for the child’s immunization schedule.
Articles, quizzes & stress management
Parenting guidance and resources to help parents manage stress.
Parenting community & online shop
A parenting community forum and online shop for baby essentials.
Outcome
Designed with user personas, an empathy map, and a value proposition canvas. The business model has 5 revenue streams and Rp57 million in fixed costs, supporting SDG 3: Good Health and Well-Being.
Business model & impact
User persona · Empathy map · Value proposition canvas · 5 revenue streams · Rp57 million fixed costs · SDG 3: Good Health and Well-Being