Mykes app

To understand the needs of full-time working parents in Milan, we conducted 13 in-depth interviews across four stages: preparation, pregnancy, newborn, and child development. With consent, interviews were recorded, transcribed, and analyzed using a color-coded tagging system that grouped insights into personal experiences, problems, adopted solutions, and desired solutions. This approach revealed recurring patterns and common pain points, leading us to define two key axes—economic availability and support network—and identify four behavioral archetypes: Golden, Village, Lonely, and Warrior.

We chose to focus on the Warrior Parents quadrant, as they face the most significant challenges with limited support. From this, we developed a detailed user persona to capture their key needs and frustrations.

We created a journey map to identify critical touchpoints, pain points, and emotional highs and lows throughout the parenting lifecycle.

Using insights from the journey map, we distilled our core problem and solution into a concise onliness statement, which became the guiding principle for our app’s design.

After defining the concept, we used the "As a... I want... so that I can..." framework to structure user needs into three core categories: daily life management, access to services, and community. From these, we derived specific use cases, shown in the diagram.

With the concept and key use cases defined, we translated them into a clear product structure, which led to the sitemap below.