Parenting a newborn is hard, and no one should have to do it alone. I led content strategy and design for Hello Baby, a resource hub for parents in Allegheny County, from inception to launch.
HELLO BABY | STRATEGY, RESEARCH, PROTOTYPING, CONTENT DESIGN, WRITING Connecting parents to support.
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 resources and support quickly and easily.
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.
Result 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. By 2024, 41% of priority-tier families who we reached chose to enroll, which exceeded the County’s goal of 30%. More than a third went on to actively engage with services.