WhenThen Kids App Design

Parenting app

The Opportunity

The WhenThen Kids app replaces more than 40 books on brain development, psychology, parenting, happiness, and overall childhood development. It focuses on the skills and characteristics your child needs to grow up confident and resilient. Our team of UX & UI Designers have consulted hundreds of busy young parents to ensure the app interface is intuitive and concise.


User Interviews

The user interviews came up with three core suggestions that most of the target users are looking for:

  1. Concise content with minimal reading
  2. Fun to use mobile app
  3. Easy to use / intuitive layout

Application Research

Our client wanted the app to resemble the style of the popular “Duolingo” (Duolingo is an app & website that teaches people language skills)


After meeting with the client, we were given a very comprehensive list of lesson categories which raised concern for how we could possibly format it all together in one easy-to-use application.

This diagram illustrates the complex level and format of the lessons and their categories.


After interviewing dozens of potential clients, we compiled all the data into an affinity diagram:

User Persona

Based on our many interviews and the above affinity diagram, our team came up with the following target user persona:

  • Laura is 35 years of age.
  • She’s an accountant / young professional.
  • Currently, she is on mat leave.
  • Her baby boy is nearly 6 months old.
  • Uses her phone rather frequently & trying to cutdown to give more time to her baby.


Feature List

Based on the research we compiled from the potential users, we found these features to be most important.

  • Options to share parts of the content to social media
  • Save your favourite lessons to the Bookmarks Tab
  • Audiobook playback —enables busy parents to multi-task
  • Searchable content
  • Progress tracking with achievement milestones and medals
  • Reminders to return to the app and continue learning
  • Progress bars to track lesson headway

We made the lessons shareable so that awareness of the app can spread virally and attract more clients. Based on the research there are many users that do not like to use social media — so they can save sections to their favourites so they can show their friends more easily. Audio playback enables the user to do other things while learning the material (ie. wash the dishes or cook). Also, we added Achievement Medals to increase user engagement and motivate them to return to the content. Every lesson title has a progress bar so that users can track where they are in the lesson plan. We’ve created app reminders and given the user the ability to customize their frequency so that users are reminded to continue studying at a time suitable to their schedule.

Paper Wireframes

Our team began the designs with paper wireframes based on the above research and planning. Prior to user testing, there were a few problems.

  • Navigating the huge list of categories confused our testers
  • Users found the lessons uninteresting
  • Too much tapping required to get to the material

Mid-fidelity prototype


After another user test we found that there were four major problems related to the progress bar and the users didn’t know they were clickable links. The audio playback icon we used led users to think clicking it would advance them to the next section or start a video. The share buttons and favourite buttons were hard to find. Also, the lesson drop down menu was not intuitive enough.

High-fidelity Prototype

From the overall problems and testings. Our team created the final prototype to address each of the problems described above and satisfy the needs of the users.

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