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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...

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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:

  • Create beautiful cotton products for babies & toddlers

  • Increase imagination and senses.

  • Make all products ecological and green

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The Solution

Hickery Pickery - an ecological boutique textile brand for babies and family Inspired by nature.

The brand suggests:

  •      Textile products tailor maid for babies toddlers and        parents.

  •      Eliminate environmental damage

  •      Producing strong products that will last for long.




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: 

  • checked online social media in moms groups and development.

  • Talked to moms about their daily routine and what issues were unsolved

  • Observed babies and toddlers, studying their preferences to different textiles

  • Study the competitors, what solutions they suggest to what challenges. 



Pain Points & Needs

These were main conclusions:

  1. Senses - Fabric of current textiles are sometimes itchy

  2. Pacifiers get lost to many times

  3. Need to change Nappies outdoors

  4. Need to  breast feed outdoors

  5. Whether in Israel is too need airy textiles

  6. When babies cry Comfort toys assist

  7. There is is a need for a place to put care products needed in bed

  8. Need to sleep in a comfy bed

Here are main conclusions:

  • 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.

  • 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.

  • The majority of Israeli Baby linens Textile brands, If they are made in Israel they are manufacturer in the north or in Gaza 


The competition


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:

  • Since babies sight reach its full potential only after 4 months it best to show them contrast colors and prints.

  • 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.

  • Babies learn the world firstly by touch and their mouth.

  • 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. 


Development of babies



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:

  • Create beautiful and friendly solutions to known needs.

  • Make sure all products has an added value to the buyers (eco friendly, senses development trigger).

  • Manufacturers in Israel 

  • Use of "green nature" concept

  • 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


Brand MVP

Collect Assets

  • Material

  • sewing workshop

  • User testing

  • marketing

  • Delivery service


Manufacture Products

  • Nursing cover

  • Cuddle friend

  • Pacifier holder

  • Travel changing mat

  • fitted sheets

  • Bib

  • Filled blanket

  • Blanket

  • Swaddle

  • Bed bumper

  • Bed organizer

  • Bed canopy

Digital Assets

  • website

  • payment system

  • Social media

  • News letter

  • Analytics

Business Module

Sell Module

Cost per Item

SWOT Module


  • Beautiful solutions

  • Development oriented 

  • eco friendly manufacture

  • made in Israel

  • Airy fabric match to hit

  • Hand maid


  • New to the market

  • Low budget

  • Red ocean

  • Lots of marketing



  • Eco friendly green trend

  • Covid 19 - effects sales


  • Completion's

  • Economical crises


UX Industrial

Physical product user journey
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Case study - Travel changing mat

The Challenge

Changing nappies easily outdoors.

Should solve:

  •      Surface with a place for babies head       

  •      Washable

  •      Fits into a bag.

  •      Place to store changing materials

The Solution

Travel Changing mat that folds to a bag with an inner pocket

Product MVP:

  •      Includes a head pillow

  •      Folds into a bag

  •      Small to fit inside a bag

  •      Storage pocket

User Story

As a traveling outdoors parent I'd like to easily change nappies to my baby.

To sewing workshop :

  •      execute the product as instructed:

           - According to sketched prototype

           - According to written sizes       

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The end product

After testing the product on mothers and babies,

and adjusting it according to feedback this is the end



Digital Assets UX UI

Time to create an online store:

Hickery Pickery online store serves 2 purposes - 

  • A website For users to buy..

  • Collect data of users behavior to learn their likings.

User Journey


UX wireframes:
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Wanna see How it really behaves?




Hello, is it leads your looking for?

(Source: Kuno Creative)

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Make product known

Products made for people there for has to catch their attention. 

People browse for products in social apps, so I:

  • Build an Instagram brand page with an online shop.

  • Build a Facebook business page and Facebook catalog


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.


Sponsored Marketing ads

After creating ads graphics and copy I reached to ads company that built the campaign as was instructed. 


Influencers collaboration

Research the influencers activity, Identify the suitable Influencer to the brand, collaborate.


Meet clients in person

Did PR through fares and pop ups, Interacting with potential buyers, learn how they meet with product. Direct publicity.

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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:

  • Building a brand alone is OK. Building a brand with a team is so much better.

  • More babies products are purchased at evenings. (I guess its when the need to

      have them sleep is the strongest at that                time)


For analyze the activity I kept checking analytics and insights from social media

Here are some:

  • A buyer spend on average 8 minutes in site if interested and if not leaves after 2 minutes.

  • Most popular item is baby swaddles, after it comes blankets.

  • Most buyers are gifters and the most popular page is newborn sets.

  • The majority of site visitors are woman

  • The majority of online clients are from tel aviv and their age range is 25-34. but also 35-44.

  • Most purchases was done through browsing social media.

Thanks for Reading my case study :-)
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