Delivering reliable, empathetic postpartum guidance through digital formats
Parescence -Making Postpartum Care Easy to Access, Anytime
Parescence wanted to provide reliable, personalized support for new parents facing the overwhelm of early parenthood.
The main goal
Parescence was a home-based service designed to support future and new parents during the postpartum period. Two pediatric nurses visited families to provide personalized guidance on topics such as baby care, maternal recovery, and emotional well-being.
Despite high satisfaction, the model faced significant operational and business hurdles. The home-visit format was highly time-consuming, making it difficult to scale the customer base, achieve profitability, or recruit additional nurses.
On the user side, while parents valued the support, they found that adding these sessions to their mandatory medical appointments created an overwhelming schedule during an already dense period.
My goal was to solve these scalability issues by identifying a more sustainable way to deliver high-value support. I was responsible for exploring parents’ unmet needs and behaviors to determine what they truly require before and after birth. By bridging these insights with the company’s business constraints, my mission was to lead the strategy to reshape theiroffer and communication, ensuring the services aligned with both parental expectations and long-term growth.
UX Reaseach
A good product start with people.
User research
To gain deep insights, I conducted a two-part research:
A quantitative survey to capture trends and general perceptions among expecting and new parents.
In-depth qualitative interviews with couples, exploring how they experienced and or imagined the transition to parenthood emotionally, mentally, and practically.
This mixed approach helped uncover not just what parents say they need, but what they actually experience once the baby is born.
What came out of it
The postpartum period was largely underestimated. Most parents prepared extensively for birth, but not for what happens after.
There was a real lack of information and guidance during the postpartum period, hospital support was often described as “nonexistent.”
Parents felt overwhelmed and short on time, making it difficult to attend multiple in-person appointments.
They expressed a need for flexible, on-demand content, accessible anytime and easy to revisit.
Loneliness came up as a recurring pain point, reinforcing the importance of maintaining human connection through home visits or online sessions.
Solution Discovery
Turning User Insights Into Meaningful Product Solutions
To make essential information easier for parents to access and revisit, we redesigned Parescence’s offer around flexible, on-demand formats. We created three structured video programs, each covering the most requested and impactful topics for expecting and new parents. These programs are now available through the Parescence video platform, allowing parents to learn at their own pace, whenever they need it.
To preserve the human connection that defines Parescence, we maintained and improved personalized support options, including home visits and video consultations. These touchpoints ensure that parents continue to benefit from empathy, reassurance, and tailored guidance.
We also introduced a series of supporting e-books, designed as practical, everyday resources: recipe books, allergen lists, developmental visuals for newborns, and more. These tools extend the learning experience and help parents apply the information easily in their daily lives.
Together, these new formats make Parescence’s expertise more accessible, more flexible, and more supportive, while staying true to the brand’s human-centered mission.