Case study — Hello Baby
Connecting parents to support.
Parenting a newborn is hard, and no one should have to do it alone. I led content strategy for Hello Baby, a resource hub for parents in Allegheny County, from inception to launch.
Organization
Allegheny County Department of Human Services
My role
Strategy, research, prototyping, content design, writing
Outcome
41% of priority families enrolled, beating the County’s 30% goal
Live site
01 — Challenge
Parents were forced to search a dozen websites to look for childcare, after school problems or free diapers and formula.
We needed a way to connect families to resources and support quickly and easily.
02 — Approach
Iterating until it’s right.
A logo that didn’t resonate.
The original logo and icon set clashed with the values of the community organizations Hello Baby was built to serve. Stakeholders made it clear that the visual language wasn’t earning trust.
Illustrations missed the mark.
There is a humanity in photography that illustrations can’t replicate. We shifted to make sure the imagery reflected the diversity of the families we served.
A user-tested solution.
I restructured the hierarchy around what parents actually looked for first. Then we watched small groups of real users move through the site and kept refining until it worked.
03 — Result
By 2024, 41% of priority-tier families we reached chose to enroll, exceeding the County’s goal of 30%.
After content audits, focus groups, surveys, and design workshops with real users, we built a responsive website centered around what parents actually look for. When the COVID-19 pandemic hit, Hello Baby became an essential resource. More than a third of enrolled families went on to actively engage with services.