UX / UI Design

Kiddo is a mobile app designed to help users easily and quickly find the desired childcare they want.

It is a platform that provides detailed information on all the childcare services, and users can narrow down their search based on their requirements.

Project Type

Academic Sep-Dec 2021

My Role

UX Researcher, UX / UI Designer


8 Weeks


Paper, InVision, Figma

Problem Space

Early Childhood Education is essential. A child's early years are the foundation for their future development, providing a strong base for lifelong learning and learning abilities, including cognitive and social development.


However, Canadian parents have difficulties finding desired childcare. Long waitlists and a lack of spaces are always at the top of the list, followed by cost and quality.

The long waitlists even made parents start planning during pregnancy.

We believe that providing all the local childcare information for parents will help them efficiently find the desired childcare.

Design Process

We applied the Double Diamond Design Process.

It emphasizes "divergent" and "convergent" thinking, where many ideas are created before refining and narrowing down to the best one.


Secondary Research


Parents had difficulty finding a childcare arrangement in their community


Parents changed their work schedule for cooperating the childcare time


Parents resorted to use multiple care arrangements or a temporary arrangement

Preliminary Research

User Interview Insights

To better understand the problem and learn more about behavior, motivation and painpoints for our potential users, we conducted five interviews with parents of young children.

We concluded two significant themes based on their frustration.


80% of interviewees find it challenging when searching information for childcare. Most services don't provide information about availability, fees or reviews/ratings. Some childcare even doesn't have anything online. Besides, selections are also limited, which leads parents to choose part-time or multiple arrangements for their children.


60% of interviewees find it extremely time-consuming to find childcare.

80% even started planning earlier since they noticed the long waitlists and limited availability.

Research also took them quite a time since finding the information they were looking for was very challenging.

"Not easy to find the information I want"

"I wish there is a list of childcare available near me"

" Daycares don't have enough information"

"I felt frustrated, everything too so long"

"So competitive, referral may required"

"I started looking when the first kid was 2 months"

Based on the user interview insights discovered, we refined our design problem.
Baby's Grasp

How Might We
help new parents access all available childcare information so that they can efficiently find a desired childcare?


User Persona 

We built an archetype to identify our real user's profiles, needs, wants and expectations in order to design best possible experience for them

User Stories and Epics 

We used this method as part of the Agile Process to prioritize work, track progress during Sprints, and show product functionality from the user's perspective.

Core Epic: Looking for a childcare option

"As a parent, I want to be able to access all the childcare options so that I can make a list of that I like."

Task Flow

We believe that creating a list can help users organize their findings and make further decisions, so the primary task is focusing on finding the childcare option and making a list.


Sketches & Wireframes

Once we decided on the primary task flow, we created a UI Inspiration Board by collecting images to inspire ideas of features, functionality and layouts. 

Then, we begin sketching the preliminary layout and interface.

Home Screen

Search Screen

Information Screen

Confirmation Pop-up Screen

My List Screen

Next, we translated rough sketches into grayscale wireframes and interactive prototypes.

User Testings

We conducted two rounds of usability testing with 10 users.

Based on their feedback, we created Design Prioritization Matrix for each round to help us iterate and revise our design. 

Round 1

Since all testers felt confused about the starting screen, redesign is a priority.

After discovering other apps to follow the design consistency, I realized that permission is only given once for app accessing location when users first use the app.

Since all the testers liked the distance slider, we will move it to a filter function along with more options

Text-heavy is another issue that most of the testers mentioned, so we created a drop-down and divided information with different tabs

Round 2

Through user testings, we found that the first screen action is unnecessary.

We combined the first and second screens to simplify the flow for users to see the result faster.

Since all the testers mentioned being confused about how to filter the results, we reviewed the UI and added new options

To better present the information, we revise the design and highlight some info to provide view hierarchies 


Brand Development


We created a moodboard to brainstorm the general feel for our brand

Fun, Cute, Bright, Colorful, Energetic

The above adjectives demonstrate the entire mood throughout the app.

Color & Typography

We extracted our brand color from the moodboard. For users to read on a mobile easily, we chose the font from the San-Serif family. To maintain the feeling of consistency, we picked Quicksand with rounded terminals.

Logo & Wordmark

Thinking about the concept of childcare and the mood throughout our brand, we wanted to create something fun.

After iterating many ideas, we finalized using color wood blocks.

Then incorporated with our primary and secondary colors, we created the unique and identifiable wordmark and icon.

App Icon

High-Fidelity Prototype

With the injection of our UI colors and combined with our user needs, we finalized our design with the high-fidelity prototype.


Marketing Website

We also designed a responsive marketing website to experience and promote our app to our target audience.

Muti-platform Challenge

Taking further consideration of the feasibility to our app, we wanted users to have more experiences with flexibility. Hence we take it to the next level with applicability on the iPad platform.

Baby Playing with Building Blocks

Next Steps & Key Learnings

What's Next?

Kiddo is far behind finish. There are still more improvements and iterations that need to apply:

  • UI visualization improvement

  • Other task flows to complete the app

  • More user testings and iterations

  • and more...


However, while building Kiddo, I truly appreciated what I have learned through each step

  • Always asking WHY - Make the flow simple and easy, don't make users think

  • I'm NOT the user - Avoid confirmation bias, focus on user needs

  • Design is not a linear process - Testing and Iterations are essential 

  • much more...