KEEPING MOMS ENGAGED THROUGH A CUTE AND USEFUL MOBILE EXPERIENCE / 2013
The journey through early motherhood is a very personal experience. Each child’s nutrition needs are unique. Gerber needed to gain first-time mothers’ loyalties by personalizing their vast repository of nutrition content. So we created MyGerber, a web and app experience that actively gives mom guidance through her child’s early stages.
The experience is built around mom’s Dashboard, a hub where useful content is served up in bite-sized pieces, based on her child’s developmental stage.
A set of smart tools helps mom track her child’s nutrition. Bump and Duo guide mom through pregnancy. Grow tracks her baby’s BMI from 0-48 months, and Feed records feedings, while educating her about the importance of hunger and fullness cues. Menu helps mom plan healthy meals for her growing child.
Short words of encouragement and sharable badges push mom to keep learning and practicing what she has learned.
A behaviorally triggered eCRM program expands MyGerber’s digital touch points, responding to mom’s actions/lack thereof with specific messages to keep her engaged.
My role: concepting, creative direction, art direction, design