Opportunity Area (Background)
Gender Discrimination
Working Mothers
Parenting
Wide spared issue in society but commonly ignored
They spend 8 more hour than fathers in childcare even if they are working full time.
Gender specific parenting stereotypes leads to both parents sacrificing important milestones in either life, career or families.
Experience Design
Design Strategy
User interviews
User Survey
Persona
Empathy mapping
Information Architecture
Concept development
User Journey Mapping
Secondary Research & Analysis
-- 1983
All secondary data is based on McKinsey, Pew research and AUWW research articles
working mothers spend an additional 8 hours per day on childcare and household duties
Working remotely during the pandemic impacted working mothers more than working fathers because they now had to work full-time jobs and full-time childcare, and with this added stress, women's employment dropped by 2.9% more than men's.
According to McKinsey and Pew Research, women fail to advance in their careers because high-profile jobs require longer work hours and days/week, which affects mothers who must devote that extra time to childcare and household responsibilities.
The U.S. Bureau of Labor Statistics reports women’s participation in the labor market is the lowest it has been in 30 years, and women’s unemployment has increased by 2.9% more than men’s.
One of the primary factors contributing to the failure of these highly skilled women to reach the tops of their professions and earn equal pay is that top jobs in fields such as law and business require longer workweeks and penalize taking time off. This would have a disproportionately large effect on women who continue to bear the lion’s share of domestic and child-rearing responsibilities.
Women are the part of the workforce for the past 108 years and are the active major participant for past 7 decades. Since then lot of things have changed around the world, for example technology human rights but parenting have been same over all these years. It was and still seen as mothers job. And nothing significant has changed ever since and this where i want to intervene to find a solution.
SaiL - A New Way Parenting
Sail project was a part of an experience design lab. Project started with the exploration of the wider topic area of Gender Discrimination in Society. And after researching it further I personally became more interested in working mothers because they represent the greatest unpaid labor force in our society, whether they are professionally employed or not. Later my focus shifted to the sacrifice parents have to make because of the gender stereotypes and stereotypical parenting responsibilities
User Study
User Segment
User Persona
Empathy Mapping
How Might We
Solution
The project's primary and secondary research shows that even in the twenty-first century, where we see women holding major important roles in various fields and performing just as well as men, they are still forced to sacrifice their careers to have family as they are seen as primary caregivers, putting them under tremendous pressure to be a good mother, and fathers are still sacrificing on the memories of their child's childhood.
However, with the rise of the work-from-home culture, both parents can be involved in their child's development
To make work from home more balanced for both parents, this project proposes an application to help both parents organize and divide chores and childcare responsibilities without interfering with the important events in work schedule.
Solution Outline
Both parents will have personal profiles in the application where they can input their daily professional schedules and rate their importance using color coded tags. They can also add their household and childcare responsibilities to the task manager. Furthermore, the software will divide household and childcare responsibilities among both parents and remind them ahead of time. All of these events can be added in advance or saved to run on the same timeline for a set period of time. The software can even pull tasks from calendars and emails saved in the app.
App Outline:
Task Samples
Task Samples
Daily Task
Weekly Task/ Task Frames
Child care daily, Household daily, Work related task or last minute schedule changes, Daily minor work schedule changes, Emergencies
Grocery, House cleaning, Toys cleaning, Laundry, Food Preparation, Gym, health session, Date, Weekly review meetings, Next week planning
Long Term Plans
​Bills, medical check up, Car/ house maintenance/ insurance, Company/business tours, family picnic, festival preparations and celebrations, shopping
Emergency Arrangements
Work / health related emergencies
Service: Potential Touch-points
Mobile App
Tablet App
A digital product that can be accessed from mobile apps as well as tablets.
Digital Watch
Voice Assistance and Notifications
Provides notification on your wearables
Provides read a loud notification on various platforms to remind a user about task.
Can be connected to assistance devices via bluetooth technology.
Information Architecture
Solution Key Points:
Divides the task without disturbing the work schedules
Retains the task setting until changes are made
Divides the task fairly
Provides live comment feature to report emergencies during or before task
Emergency Situation:
To handle the work/ health emergencies
Other parent can take over the duties of parent with emergency
Software will record the changes in the activity
Other parent can settle this with other weekly duties or save this as an loan and settle this in their emergency situation
Parents can hire a outside help during the emergency to handle their part of work
Customer Journey Map
Customer Journey Map During pandemic
Customer Journey Map After App
Future Scope:
