Case Study | Janet's Little Wonders
Expanding a daycare's digital presence...
Executive Summary
12/2019 - Ongoing
Janet Savage is the owner and operator of Janet’s Little Wonders, a home-based daycare in Brooklyn NYC. She wants to expand her branding presence online and make it easier for parents to find her services. I am designing a business website for her with the Google Website Builder to improve communication and make it easier to find her.

🙂 Stage 1: Understanding the Challenge
Janet has a background working for and running her daycare service. Her experience developed her niche in childcare; young toddlers with parents who have busy schedules. All children previously under her care have since moved on to school, so Janet decided to take this downtime and focus on improving her business. Among the steps she plans to take is to have a business website.
Both she and her competition advertise their services via word of mouth, community/parent messaging boards, get-togethers, and social media. Having a website can help Janet stand apart when potential clients search online because none of her competition has one.
The Challenge
Build Janet a website for her daycare that is focused on… 
 1. Easy access to information on services, hours, interviews/tours, and cost being the most requested by potential clients
 2. An easy pathway to find and submit enrollment paperwork or join the wait-list     
 3. Providing insight into the daycare culture and Janet’s approach to childcare
My Role
As the sole person on this web design project, I am responsible for its entirety. This includes research, synthetization, design, and testing. 
🧐 Stage 2: Research
My research showed that what a parent focuses on in evaluating childcare options is correlated to why they need to find care and what their resources are. That being said, location, cost, hours, and child/carer relationships tend to be the top priorities. 
To understand what parents are looking for and how they were finding this information, I performed the following:
User Interviews
I conducted an interview with a parent of a toddler with recent experience in finding daycare. Here is what I learned...
The top pieces of information needed to make a decision are:
        • The services received vs. cost
        • Hours of operation vs. hours of care
        • Location
        • The child/caretaker relationship
        • What a daycare requires of a toddler before admission
                ​​​​​​​Ex: Does the daycare accept children who are not potty-trained?
• ​​​​​​​The pain-points experienced in evaluating daycare options are:
        • ​​​​​​​Not being able to or having a hard time finding basic information on a daycare's website
        • ​​​​​​​Not being able to arrange a tour of the daycare because of the parent's work schedule
        • ​​​​​​​Having to make a decision quickly if the situation calls for it
        • ​​​​​​​Having to navigate through all the extensive paperwork
• ​​​​​​​Additionally, I found out that:
        • ​​​​​​​Most parents use word-of-mouth, messaging boards, and sometimes the county website for research
        • ​​​​​​​Information is nice to have, but parents also rely on their gut feelings
        • ​​​​​​​A daycare's curriculum is evaluated based on the parents' priorities in education
​​​​​​​
📝Important Note: Due to scheduling conflicts and limited resources, I was only able to interview one parent. Because of this, I took extra special care to compare and contrast my interview notes with the rest of my research. I concluded that what I learned from the above interview fell in line with what I found, and could be relied on.

Competitive Website Analysis
The majority of the competition's online presence was on profile websites with social media serving as supplemental material.
These profiles present the competition in a user-friendly and professional manner. The layouts make it easy to find information and compare different options. Additionally, I found that these sites provided easy-to-understand metrics for parents to use.
I found a completely different story however while evaluating the competitions' business websites. Rarely following best design practice, I found websites with poor UI/UX design, difficult to navigate layouts, and confusing information architecture. If I did find a well-designed site, it belonged to a private daycare with its own space.
Research of The Other Side
I conducted an interview with Janet, and researched what other daycare workers say to look for in a daycare.
These are the questions they say to ask when looking at a daycare:
1. What is the cost?
2. How is enrollment handled?
3. Where are the daycare's references?
4. How is the caretaker(s) accredited?
5. How is the daycare accredited?
6. What is the child/staff ratio?
7. How is security handled?
8. Is the space inspected and child-proof?
9. How are meals handled?
10. How is health & wellness handled?
11. What happens if the caretaker(s) are sick or have a personal emergency?
12. ​What is the curriculum and is it age-appropriate?
13. What are the requirements regarding skills/abilities for admission?
14. Are parents allowed to check-in on their child?
15. Does the daycare have any of the red flags: bored caretakers, unsafe space, children who don't want to be there?
16. How does the information and what you see compare with what the law says?
🤔 Stage 3: Analyze
Coming Soon
😎 Stage 4: Design
Coming Soon
🤯 Stage 5: Test
Coming Soon
🤔 Stage 6: Analyze again
Coming Soon
🥳 Stage 7: Launch
Coming Soon

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