I wasn’t especially smitten with the app when I first checked it out. A complete do-over was in play.

But then I saw the original brand and style guide and realized that the tonal approach and creative assets were solid. The typeface was tonally correct and the family had tons of weights available. The color palette was bold and inviting. The illustration was well crafted and fun. Even the photographic treatments felt right.

It may not have been exactly what I’d have done it. But it was good.

The problem, in my view, was how these elements were put together. The whole never seemed to be better than the sum of the parts. The layouts had no focal points. The type was set meekly and without hierarchy. And, perhaps most disappointingly, the experience felt “at parents” and no “of parents”.

I used memories of my own frazzled new parenthood as the lens through which I realigned the user experience and brand with the new product strategy.

WeeSchool “Home” vs. ParentPal “Today”

WeeSchool was originally focused on guiding parents with advice on their child’s cognitive development and milestone tracking through research-based activities, smart shopping and tips.

Our product strategy aligned this valuable advice with realities of day-to-day in-the-trenches parenting. We wanted to be less of a reference and more of a daily helper. So we created simple checklists to guide parents through their days. We made the interface buttons big and easy to press. With one thumb. While holding a crying baby. We even asked parents how they’re feeling. Every day. And we’re tracking that metric over time. To keep the whole family healthy and happy.