BabyPoint for Business.


BabyPoint is a mobile app, that helps new parents find child friendly facilities when they’re out and about.

Find out more about how I designed a baby app for adults, by clicking here.

The concept behind BabyPoint was great and proved to be popular amongst parents, but we had to think of a way to monetize it.

As a team, we had established quite early that BabyPoint would have two completely different types of users – the parents looking for a child-friendly venue & the business owner looking for parents to fill restaurant during their (usually) quiet daytime periods.

We interviewed our parent users and found that most of them would expect the app to be free. As advocates for more child inclusive places, we felt that the app needed to be free, plus we didn’t want the prospect of a paid app to interfere with the amount of active users.

So we spoke to our business users, they were more than happy to pay for the service of us helping them reach the parent market. As a result of this, we decided to use the in-app Business Profile Page as our means of implementing monetization.


Part of my role involved helping to define the requirements for the MVP.

The default profile page would be created and controlled by the parents.  Businesses would then have the ability claim their profile page to gain full control.

To claim their profile page, a business would register to a subscription service and depending on the tier they would get full control and different features:

  • the ability to push offers
  • a loyalty scheme
  • a branded/personalised profile page
  • a table reservation service

Our major selling point for the tiers was that businesses could regain control. But to make sure that our business users opted for our most premium tier, we had to strategically organise the benefits of each tier.

I grouped the content in a way that ensured there were few differences between tiers 1 and 2 but a major difference between tier 3 and the other tiers. This would encourage the business user to opt for Tier 3.

After I had sorted the content, I began iterating to see where and how to place each feature. I started working in a modular block format because blocks are easily replaced and re-ordered.


By giving our business users the opportunity to add their brand identity to the profile page, our Tier 3 option seemed more attractive.


When we brought this iteration to our business users they said ‘Great, but I want parents to know I’m a tier 3 user before they’ve clicked on my profile’

We began to think of ways to approach this. It would be against our values to present paying businesses higher on a list than non-paying businesses.

An asterisk, proved to be the best way of indicating to a user, this business is extra special. It would almost be a sign of recommendation.

We were able to increase the value of Tier 3 even more by replacing their business name with their logo in the list view, making them stand out against the competition.

To manage the profile page we needed to create a cloud-based SaaS product for our business users.

We spoke to more business users and sensed that they needed a product to manage the profile page in one place, this would be valuable especially to businesses with multiple venues, they could view analytics, push repeat offers, etc.

This was a great addition because it made Tier 3 more valuable than ever before. I teamed up with the CTO to define our MVP feature set.


We chose to embed the product on our website. Designing a BabyPoint website for business meant creating a new efficient site navigation structure – businesses have different end goals to parents & the general public. I designed the content to be as straightforward as possible, considering that business users have time constraints.

I wanted them to get from A to B as quick & easy as possible.

Some of my design considerations for the SaaS app were:


A good layout is key for optimum usability, especially considering the amount of content that I had to work with.


The application had to be in line with the playful BabyPoint brand identity but still be professional.


I aimed to design the content in a way that simplifies the amount of data being presented.


Forms are generally tedious for users, especially if they are filling out the same form for multiple venues. I wanted to simplify this process as much as possible.


Left-Hand Side Navigation

I introduced left-hand side navigation because it makes use of horizontal whitespace that is often unused. It also allows more vertical space to be used, resulting in there being space to increase the site content as user/business needs grow

Column Layout

From research, I was able to determine that most users already use a similar workflow layout, this means little-to-no learning curve.

A column layout was ideal for responsiveness, due to breakpoints being more or less preconfigured. It also allows for better consistency throughout the web app and fluidity; the user expects the selected item to open in the following column.

Contextual Search in a drop down list

This allows the user to manage a single business with multiple venues, easily. By entering a single letter they can quickly switch between venues.The ‘Add New’ button remains at the bottom of the list both as a prompt for users to sign up another venue with us but also incase the venue that they’re looking for doesn’t exist yet.


I also redesigned the onboarding process

  • 5 pages of forms to fill in – this is tedious for businesses with multiple chains.
  • Gradients affect page loading times.
  • Doesn’t reflect brand identity effectively.
  • Impersonal advertising tells businesses to download the app

I regrouped the content just as I had for the SaaS app & simplified the whole process to 3 easy steps.

I designed the interface in accordance with the new SaaS application (using component based design) to give a sense of continuity. It was important to design the onboarding from a mobile first perspective because some of the users would be small business owners without computers in their venue. Also, I knew that if I could provide a seamless form filling experience on mobile it would easily translate to the desktop experience.

Web_2_Opening Hours

We experienced notable results!

Not only was this a more efficient sign-up experience. (When prototyped it saved users 7 minutes in comparison to the previous interface design) But the monetization plan and strategy led to a major restaurant chain partnering with BabyPoint before the app had even launched.