Danit Ben Artsi Lahav
Hickery Pickery
Founder Product Designer & Dreamer
Year: 2021
Hickery Pickery - Project overview
Hickery Pickery is a the project I hold a special place for. This project was a challenge I took, Learning Autodidactic about products life scale.
This product was visional, researched , founded, shaped designed launched and analyze by me A-Z, with talented people along the way.
Now a year later, I am excited it has a life of its own,
making children and families happy
How to summarize this project?
I think starting from the end...
The Challenge
Create Baby products for babies and their caregivers that intrigue their senses and assist the parents to easily care for their children.
Produce ecological products
Increase parents, satisfaction
I saw a Need and an opportunity to answer just that:
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Create beautiful cotton products for babies & toddlers
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Increase imagination and senses.
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Make all products ecological and green
The Solution
Hickery Pickery - an ecological boutique textile brand for babies and family Inspired by nature.
The brand suggests:
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Textile products tailor maid for babies toddlers and parents.
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Eliminate environmental damage
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Producing strong products that will last for long.
Research
Product
Industrial
Web UX UI
Marketing
Analyze
Research
01
How research was done
As a mom to a toddler my self, I have a community of many moms, families and babies.
In order to understand their needs I did the following:
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checked online social media in moms groups and development.
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Talked to moms about their daily routine and what issues were unsolved
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Observed babies and toddlers, studying their preferences to different textiles
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Study the competitors, what solutions they suggest to what challenges.
02
Pain Points & Needs
These were main conclusions:
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Senses - Fabric of current textiles are sometimes itchy
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Pacifiers get lost to many times
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Need to change Nappies outdoors
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Need to breast feed outdoors
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Whether in Israel is too need airy textiles
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When babies cry Comfort toys assist
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There is is a need for a place to put care products needed in bed
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Need to sleep in a comfy bed
Here are main conclusions:
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a collection of products usually contain several key "features" that are considered as "must have items" and in addition to them each brand has its own unique products or texture.
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International brands put an extra attention to Eco-Tex manufacturer and 100% ecological cotton. Israeli's manufacturers does not priorities this matter even tough the current trend.
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The majority of Israeli Baby linens Textile brands, If they are made in Israel they are manufacturer in the north or in Gaza
03
The competition
04
The "Green" trend
We see more and more awareness to eco friendly products. Even tough only a specific target audience of buyers will consider it as a lead value, still when compared to a similar product with similar characteristic this added value might tip the scales towards the green product.
When designing products to babies and toddlers some assumptions needs to get a special care:
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Since babies sight reach its full potential only after 4 months it best to show them contrast colors and prints.
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In the first few months up until babies roll over and crawl they can only change what they see if the move their gaze and head away or towards an object.
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Babies learn the world firstly by touch and their mouth.
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Even babies are curios and learn new things all the time (an explore state) they need their relaxing zone that can be reflected as pattern free products, calming pastel colors.
05
Development of babies
Product
Why?
My research had led to Found "Hickery Pickery"
Recognizing the possibilities, along with Identifying the Needs I decided to create a brand that will reflect the followings:
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Create beautiful and friendly solutions to known needs.
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Make sure all products has an added value to the buyers (eco friendly, senses development trigger).
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Manufacturers in Israel
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Use of "green nature" concept
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All products made from wrinkled cotton
I also had a trigger motive: To learn how a product is born and serves its purpose to the benefit of both business and consumer
The products of the Hickery Pickery Brand
How?
Brand MVP
Collect Assets
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Material
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sewing workshop
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User testing
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marketing
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Delivery service
Manufacture Products
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Nursing cover
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Cuddle friend
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Pacifier holder
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Travel changing mat
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fitted sheets
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Bib
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Filled blanket
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Blanket
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Swaddle
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Bed bumper
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Bed organizer
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Bed canopy
Digital Assets
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website
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payment system
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Social media
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News letter
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Analytics
Business Module
Sell Module
Cost per Item
SWOT Module
Strengths:
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Beautiful solutions
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Development oriented
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eco friendly manufacture
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made in Israel
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Airy fabric match to hit
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Hand maid
Weaknesses:
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New to the market
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Low budget
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Red ocean
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Lots of marketing
Opportunities:
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Eco friendly green trend
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Covid 19 - effects sales
Threats:
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Completion's
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Economical crises
UX Industrial
Physical product user journey
Case study - Travel changing mat
The Challenge
Changing nappies easily outdoors.
Should solve:
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Surface with a place for babies head
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Washable
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Fits into a bag.
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Place to store changing materials
The Solution
Travel Changing mat that folds to a bag with an inner pocket
Product MVP:
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Includes a head pillow
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Folds into a bag
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Small to fit inside a bag
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Storage pocket
User Story
As a traveling outdoors parent I'd like to easily change nappies to my baby.
To sewing workshop :
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execute the product as instructed:
- According to sketched prototype
- According to written sizes
The end product
After testing the product on mothers and babies,
and adjusting it according to feedback this is the end
result
Digital Assets UX UI
Time to create an online store:
Hickery Pickery online store serves 2 purposes -
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A website For users to buy..
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Collect data of users behavior to learn their likings.
User Journey
UX WEBSITE
UX wireframes:
UI WEBSITE
Wanna see How it really behaves?
Marketing
"
"
Hello, is it leads your looking for?
(Source: Kuno Creative)
01
Make product known
Products made for people there for has to catch their attention.
People browse for products in social apps, so I:
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Build an Instagram brand page with an online shop.
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Build a Facebook business page and Facebook catalog
02
Maintain social presence
Most of the clients came from Instagram so as KPI - establish growth of brand and revenue I kept posting stories every day and posts twice a week.
03
Sponsored Marketing ads
After creating ads graphics and copy I reached to ads company that built the campaign as was instructed.
04
Influencers collaboration
Research the influencers activity, Identify the suitable Influencer to the brand, collaborate.
05
Meet clients in person
Did PR through fares and pop ups, Interacting with potential buyers, learn how they meet with product. Direct publicity.
Analyze Retrospective
Retrospective conclusions
Had I known shaping a brand is so challenging and complex would I have still done it? You betcha!
This is what I've learned from the process:
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Building a brand alone is OK. Building a brand with a team is so much better.
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More babies products are purchased at evenings. (I guess its when the need to
have them sleep is the strongest at that time)
Analytics
For analyze the activity I kept checking analytics and insights from social media
Here are some:
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A buyer spend on average 8 minutes in site if interested and if not leaves after 2 minutes.
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Most popular item is baby swaddles, after it comes blankets.
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Most buyers are gifters and the most popular page is newborn sets.
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The majority of site visitors are woman
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The majority of online clients are from tel aviv and their age range is 25-34. but also 35-44.
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Most purchases was done through browsing social media.