The Tribe

Created in Procreate.

Client: The Tribe

Task: Convey security through UX

Scope: 2 weeks

Tools: Figma


There is a well known African proverb that goes, “Asiye funzwa na mamae hufunzwa na ulimwengu.” Translated, this roughly translates to “It takes a village to raise a child,” which means that every adult in the community must work together to ensure the proper development and growth of a child.


In the US, where the pace is fast and the help is slow, parents find themselves in need of help raising their kids, whether that’s through childcare, ride services, or activities. Given everything parents must balance, there simply is not enough time to accomplish all of a day's calling.


Design a mobile-optimized web community platform that helps parents schedule transportation services.

Longterm, The Tribe will serve as a single platform where parents can share childcare responsibilities in 3 ways.

  • Schedule pickup & drop off

  • Coordinate babysitting

  • Host daytime activities


Competitive Analysis

My teammates and I, Laurie Grant and Julie Katsnelson, began our research by looking at existing services that provide similar support to parents and their children. Looking at what the companies did well, what could be improved upon, and since we were designing an application dealing with people’s children, we also looked at how these services conveyed trust and security to their users.

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Analysis of three competitors.

User Interviews

We interviewed a total of 14 participants, 7 stay at home parents, 5 working parents, and 2 potential activity administrators. We wanted to identify the goals of the working parents and of the stay at home parents for potential use with the app.

From the interviews we gathered:

  1. Scheduling childcare services is time consuming and frustrating, oftentimes taking up to 2 to 3 hours to find a sitter.

  2. Many parents don’t trust strangers to watch their kids, reasonably so.

  3. Parents were more interested in exchanging services instead of money, especially if the person was family or friend.

  4. Possible interest exists in leading activities if a program structure and space was already available.


In an effort to validate or invalidate our User Interviews, we created a short, 12 question survey and posted it to various Social Media pages including Reddit and a support group for mothers on Facebook called “Mommy Needs a Break.”

We asked participants how much they would be willing to spend on childcare, if they had ever, or would ever be comfortable with a vetted stranger sitting for or driving their children. Users responded that while they had let a stranger babysit before due to desperation or emergency situations, they were rather unproductive, spending the whole time worried about their well-being of their child instead.

Key Takeaways

We gathered two main points from the survey. The first, was that in order for this service to not only be accepted, but also used, we would have to focus on parents’ existing community of caregivers for babysitting as a primary use case, with the secondary being searching for caregivers outside of the network.

The second key takeaway was that parents were less willing and even uncomfortable exchanging currency with friends and family members as compensation for services provided. We would, with our design, focus on non-monetary forms of compensation for services provided within a community.


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With a window of only two weeks, we identified which application development paths would be of most value initially for basic functionally and promotion of the app (highlighted in yellow).


I created two personas, a stay at home mother and a working mother, to get a better feel for how our user would interact with the application.

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Journey Map

Two journey maps were created to clarify the emotions associated with trying to located a babysitter at current state, and what we hope to achieve with The Tribe.

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Current State Journey Map
Aim State Journey Map


Lo-Fi Prototype

With a clearer understanding of the needs of our user, and the steps they would take through the app, we began making our first, low fidelity prototype.

Usability Testing

We asked 13 participants to test out our prototypes in order to assess the flow and usability of login/sign up process and going through the pickup/dropoff flow.

We learned that the overall feel of the site was a bit confusing. Users were not sure if the application was for childcare or more directed towards senior living. Users were also frustrated with the menu. While the three circle expansion of the top left kept the application fun and friendly, the aesthetic was outweighed by lack of functionality.

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2nd Iteration

Taking the feedback from the first round of usability testing, we created a second, updated prototype addressing the previously mentioned issues. A simple, hamburger style menu was added instead of the circle pop-outs. Information was added to the about section explaining more about the application.

Finally, a second round of usability testing was conducted, the prototype was refined, resulting in a final, hi-fidelity prototype.

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If our team had more time to work on this project we would have liked to implement:

  • Expand on Activities- For the purpose of the MVP, we dove into the ride-share function of this application. given more time we would have liked to flesh out the other two portions of the application, childcare services and educational after-school activities.

  • Video for potential caretakers- A video system that allows parents to video conference with the potential sitter or driver, creating a better sense of trust and security.

  • Interview selection- Allows parents to sit down one on one with potential sitters and drivers, creating a more intimate connection before allowing a stranger to drive or take care of their children.

  • Carecard- An identification card or wristband that would have the child’s basic information, as well particular allergies, likes and dislikes on it. If the band is broken or a distress button is triggered, parents and police are immediately notified with a GPS location of the band.

  • Verification process- A more in depth look at how competing sites verify users and how to further instill trust and security in the application.