November and December 2019
The Baby-Proof Hackathon
Service design course mentored by Keit Ein
Team: Mikk Lemberg, Nata Kostenko
The Baby-Proof Hackathon
Service design course mentored by Keit Ein
Team: Mikk Lemberg, Nata Kostenko
Problem found
Supported by a consistent desktop research, we restricted the user group from all the actual and possible innovators, to the ones obstacolated by gender bias, to the one obstacolated by gender bias and motherhood problems (bias and practicality of a new born ) = Moms innovator.
Supported by a consistent desktop research, we restricted the user group from all the actual and possible innovators, to the ones obstacolated by gender bias, to the one obstacolated by gender bias and motherhood problems (bias and practicality of a new born ) = Moms innovator.
The brief - a wicked problem
"How to make meaningful work available for innovators?" is the wicked problem which kick-started this project.
As a whole the challenge seemed impossible to tackle, because of the infinite possibilities of target group, layers and sub-problem, and different possible interpretations.
The initial strategy has been to narrow down the brief, to find a more specific target to focus on with the research - looking for more defined needs and opportunities.
"How to make meaningful work available for innovators?" is the wicked problem which kick-started this project.
As a whole the challenge seemed impossible to tackle, because of the infinite possibilities of target group, layers and sub-problem, and different possible interpretations.
The initial strategy has been to narrow down the brief, to find a more specific target to focus on with the research - looking for more defined needs and opportunities.
User research
The target group research (13 diverse people -> moms, experts, mom-experts, and a dad) showed us that the biggest opportunity is between the 6th months and the 18th month after the birth (the last part of the typical maternity leave).
The target group research (13 diverse people -> moms, experts, mom-experts, and a dad) showed us that the biggest opportunity is between the 6th months and the 18th month after the birth (the last part of the typical maternity leave).
The concept
The main problem we identified after an extensive analysis of the research is to give both freedom and support to work on something new, not to discourage or give more stress to the mother. And leave a lot of flexibility to adapt to the infinite possible situations.
The main problem we identified after an extensive analysis of the research is to give both freedom and support to work on something new, not to discourage or give more stress to the mother. And leave a lot of flexibility to adapt to the infinite possible situations.
We focused on a method that innovators already use bring to life new ideas, participate in the development of new projects, and learn something new: the Hackaton.
In the classic format it seems impossible for a mother to participate to them.
In the classic format it seems impossible for a mother to participate to them.
We decided to the found our idea on the practicalities and needs of new moms, and call it “the Baby-Proof Hackaton”
Here’s how the Baby-Proof hackathon goes for Sonja.
Here’s how the Baby-Proof hackathon goes for Sonja.
Sonja is 28 years old, works as data-scientist in a startup
in Tallinn. She gave birth to the now 5 month Mikk; Sonja has a lot of daily chores, but her mind is free.
in Tallinn. She gave birth to the now 5 month Mikk; Sonja has a lot of daily chores, but her mind is free.
She would like to invest the time during her leave to develop a project she aways had in mind; worst case, she will just have something to add to her CV and will learn something new.
Sonja receives the confirmation and is invited to the kick-off, an informal exposition of all the ideas (not a baby-unfriendly stage pitch).
There she finds "her" team of mothers and meets the mentors.
There she finds "her" team of mothers and meets the mentors.
In the following months she works mainly online, collaborating with the team members with her own pace ...
A friend suggests Sonja to check the Baby-proof hackaton website. She decides to apply and proposes the project she wants to work on.
In the end of the 4 months process, the team will present - again, baby-friendly display, not a stage pitch. Over the time, the team and organizers has more time to find possible investors or company which may be interested, and to invite them to the final event.
… and meeting in the real world with the team and with the mentors, once in a while.
Next step has been to visualiz the whole process, including the other actors, as a service blueprint, to find and correct holes and problems in the process.
As a result,
hopefully, the BabyProof Hackathon helps Sonja to match his desires to grow as a professional, learn, and having an “adult” life, with the pragmatics
of a new-born baby. And to put the amount of effort she needs, when she can.
As a result,
hopefully, the BabyProof Hackathon helps Sonja to match his desires to grow as a professional, learn, and having an “adult” life, with the pragmatics
of a new-born baby. And to put the amount of effort she needs, when she can.
Some after-toughts
The idea has been appreciated in feedback sessions with possible users, but it would require, to determine the details, some hard testing and a second round of interviews. In particular to avoid bringing more stress to the life of new mothers.
The process has been strongly research focused. I’ve learned in particular by the difficulty of coordinating and organizing a huge amount of research from different sources, collected with a team effort, and work on them.
I am for sure responsible for the first strategy, for reframing the problem. After been joined by the rest of the group, we took care of the interviews and ideation togheter. I also realized the visuals, schemes and illlustrations you just saw.
The idea has been appreciated in feedback sessions with possible users, but it would require, to determine the details, some hard testing and a second round of interviews. In particular to avoid bringing more stress to the life of new mothers.
The process has been strongly research focused. I’ve learned in particular by the difficulty of coordinating and organizing a huge amount of research from different sources, collected with a team effort, and work on them.
I am for sure responsible for the first strategy, for reframing the problem. After been joined by the rest of the group, we took care of the interviews and ideation togheter. I also realized the visuals, schemes and illlustrations you just saw.
There we found a huge mix of practical or intangible opportunities and obstacles, but we collected inspiring stories of huge amounts of work accomplished during small chunks of time when the baby sleeps, eats, or spends some time with the other relatives.
Main research areas:
Articles and papers on: Motherhood & entrepreneurship, Maternal bias on the workplace, Gender gap.
Some of the references:
https://www.mckinsey.com/featured-insights/gender-equality/the-future-of-women-at-work-transitions-in-the-age-of-automation
https://www.mckinsey.com/featured-insights/gender-equality/women-in-the-workplace-2019
https://researchbank.swinburne.edu.au/file/8cd97c0e-3eff-49b3-9e6e-264d662cd880/1/PDF%20(Published%20version).pdf
https://leanin.org/education/what-is-maternal-bias
https://motherhood.design/
https://www.ibm.com/employment/inclusion/techreentry.html
https://freepolicybriefs.org/2019/11/18/gender-gaps-in-wages-and-wealth-evidence-from-estonia/
https://pregnantthenscrewed.com/our-impact/
https://www.kerningthegap.com/about
Articles and papers on: Motherhood & entrepreneurship, Maternal bias on the workplace, Gender gap.
Some of the references:
https://www.mckinsey.com/featured-insights/gender-equality/the-future-of-women-at-work-transitions-in-the-age-of-automation
https://www.mckinsey.com/featured-insights/gender-equality/women-in-the-workplace-2019
https://researchbank.swinburne.edu.au/file/8cd97c0e-3eff-49b3-9e6e-264d662cd880/1/PDF%20(Published%20version).pdf
https://leanin.org/education/what-is-maternal-bias
https://motherhood.design/
https://www.ibm.com/employment/inclusion/techreentry.html
https://freepolicybriefs.org/2019/11/18/gender-gaps-in-wages-and-wealth-evidence-from-estonia/
https://pregnantthenscrewed.com/our-impact/
https://www.kerningthegap.com/about
Like D., a mother who translated a whole book during maternity leave on her phone!
While walking the baby with the stroller, during the naps, or while the baby was with the grandparents.
While walking the baby with the stroller, during the naps, or while the baby was with the grandparents.
Typical hackathon:
48/72 hours of full day engagement,
Fixed teams,
Competitivity between teams,
Focus on final output, not personal growth.
48/72 hours of full day engagement,
Fixed teams,
Competitivity between teams,
Focus on final output, not personal growth.
Here for the next project,
or you can go back to the main page
Last update: October 2020 - all rights reserved
How we designed a service to help new mothers cultivate their professional life during maternity,
and keep their CV moving.
and keep their CV moving.
