We partnered with a promising Brazilian wellness tech company, Bloom, to build a digital platform for new, working parents. Using our CX methodology, we helped Bloom transform their business model into an ecosystem that helped businesses empower their new parent employees.
Bloom’s original approach was to offer educational and easily consumable content for new parents – but we saw an even bigger opportunity. Today, half of Brazilian mothers leave the workforce for an additional two years post maternity leave. This is due to a myriad of reasons, but at the core, the issue comes largely out of a broken employer system.
We challenged ourselves to develop a brand strategy aimed at changing the culture surrounding new parents in the workplace.
Building a more positive relationship between company and employer
Bloom offers their resources to businesses as an employee benefit to build a network of support within the workplace for new parents. By supporting families they employ both inside and outside of the workplace, businesses have an opportunity to build a stronger, human-centric work environment.
From telehealth and chatrooms to medical resources and tips, Bloom helps employers build a more positive culture around maternity and paternity leave and extending throughout early childhood years.
One of Bloom’s early adopters, Natura (a global personal care and cosmetics company that owns brands such as Aesop and The Body Shop) offered the service to 26 thousand of their cosmetics representatives in Brazil. The company saw a significant increase in employee satisfaction:
– 94% reported feeling more confidence around maternity while being a working professional (up by 24%);
– 87% say that they now have more time to take care of themselves (up by 34%).
Acknowledging the needs of all key players
Through our process, we found a missed opportunity to offer new parents resources not only for their newborn, but for themselves. Navigating parenthood and being a working employee is physically and mentall straining, so we sought to create a digital platform that spoke to both of these needs.
Through professional networks and the Bloom community, users can find a variety of support, aggregated in one platform.
Enhancing customer experience through methodology and brand strategy
We leveraged two of our methodologies, Quest and Ignition, collaborating with businesses and new parents to understand the different challenges and key moments they experienced. It was important to consider company, parents, and professionals to deliver a streamlined, yet useful digital experience.
Questtonó developed the business model, brand strategy, visual identity, CX (including the app’s UX/UI), and front and backend development from our technology partner, Bolha.
Once service offerings had been defined, a brand language was developed and implemented by Bolha, our technology team. We also produced a company roadmap to guide implementation for the complete ecosystem of services.