Dingle is a mobile app that allows parents to receive all the important updates about the baby while they are away at work. The app is designed with a light and humorous touch to help give parents a smile when they use it.
For this app, we identified our target market as soon to be parents and parent’s of newborns. We then worked to create a deep understanding of this audience and their underlying needs. Through surveys and detailed interviews we uncovered a number of different insights on our target market, which we were able to narrow and transform into a challenge statement that we would solve for:
How might we allow parents to connect and stay involved with their newborns and young children while they are busy at work?
Through the research and ideation we came up with the application for the Dingle. The Dingle would offer the ability to integrate with a variety of baby monitors available on the market today, as well as allowing caretakers or nannies to manually provide updates to parents.
The existing options currently on the market had a very sterile look and feel and offered health statistics and updates to the parents about their child. We wanted to differentiate ourselves and opted to go with a more humanistic and humorous approach with the Dingle app.
Interact with the Dingle app here: http://invis.io/JE1I0JORA
To test the feasibility of our app, we created a market entry strategy, lean canvas and a financial forecast for the Dingle app and compared to the existing products on the market today.
Business Model Canvas:
A look at the strengths & weaknesses, threats & opportunities of the Dingle app, as well how it fairs against the competitive landscape.
Forecast and Growth Forecast:
Look at the profits and losses forecast in the first five years in our conservative model means that Dingle will break even by year 3, in 2016. Additionally, the growth strategy outlines a specific and unique method that Dingle will use to acquire and retain customers through the early adopters, guerilla and viral marketing, and the use of “broadcasting” via social media.
Digital/print ads with a retro and witty style to be used for the Dingle product launch.
MBA/MA in Design Leadership
Forecasting and Realization
Credit: Kyle Bodt, Akhil Chugh, Isabel Portieles, Sylvia Vadakara
Date: August – October 2014