collaboration with easypeasy

EasyPeasy Journal


During my collaboration with EasyPeasy, I went from freelancing 2.5 days per week to be employed full time. I worked on different touch-points to improve the brand experience for parents, practitioners and local authorities. I facilitated workshops with the whole team to inspire a human-centred, design thinking and lean approach.


2017 - Quarter 4

  • Getting to know EasyPeasy

  • Increasing sales and parents registrations

2018 - Quarter 1

  • Creating a consistent multi-channel brand experience

  • Structuring Research processes and techniques

  • Improving experience usability and desirability

2018 - Quarter 2

  • Exploring partnerships through Lean Experimentation

  • Improving external triggers to increase parent engagement

  • Showing parents how to adapt games to their child

2018 - Quarter 3

  • Setting practitioners’ expectations

  • Setting parents’ expectations

2018 - Quarter 4

  • Creating more opportunities to understand our community

  • Making parents aware of the EasyPeasy impact

  • Exploring the future Vision to define the Product Strategy

2017 Quarter 4

conversion page


EasyPeasy works in partnership with early years school settings, who invite parents in their community. EasyPeasy sends them weekly SMS, where they can access game ideas, tips, and advice on their mobile. Parents start to play, talk, and interact more with their 2-5-year-old children through having something fun, simple and educational to do and go on to have new and more purposeful conversations with practitioners and other parents.

Before I joined as a freelancer the 5/6 people team, the design was mainly done ad hoc on specific tasks. The brand experience was then inconsistent across the multiple touchpoints. Insights came mostly through Google Analytics and account management conversations with school practitioners.

increasing sales and parents registrations

When freelancing for 2.5 days per week, I relied on the data and knowledge the company already had about the customers.

EasyPeasy had many leads, but only a few turned into sales. Of these, many had long conversations with our Account Managers because they still had little knowledge of how the service and product works.

That's why we created a new page on the website with further information about the service and made easier for leads to book calls with Account Managers.

We also improved the communication material (slides, letters, flyers) that schools use to get parents interest in subscribing for the service.

On the top of increasing sales and parents registrations, this was a great opportunity to get to know how the business works, helping me understand the main problems and opportunities of the current experience. That lead to a serious of workshops with CEO, CTO and Account Managers to co-ideate ways to improve the parent experience in the following months.


2018 Quarter 1

card sorting exercise with parent

Structuring Research processes and techniques

I worked with the Product Manager and CTO to make sure Research and Design were considered in the roadmap, as well as consolidating the Design Spec handoff to development.

I started to talk with parents to understand challenges and behaviours of playtime with their children. I conducted a card sorting exercise to understand what parents value the most when choosing activities to do with their children.


Improving experience usability and desirability

After a heuristic evaluation, I redesigned the WebApp to improve its usability and aligned it with the brand identity.

Along with insights gathered during user interviews and company's OKRs, I also created ways for parents to choose games that suits their child's mood, and to track which games they have been playing.

UI Kit

CREATing a consistent multi-channel brand experience

On the top of the WebApp redesign, updates on the website, and practitioners' communications, I created exhibition assets and promotional material for EasyPeasy presence's at the Nursery World Conference.

I also facilitated a workshop with the whole team to define the Tone of Voice to be used during external communications with different audiences.

2018 Quarter 2

Following the CEO’s Objectives and Key Results for the quarter, we focused on increasing user stickiness, sales and renewals.

But we also went through a review of the practitioner and parent experience to make sure that everything was and communicated as GDPR compliant. Nursery practitioners aren't usually tech-savvy, so we had to take extra care to reassure them and enable them to support their families.

integration journey

exploring partnerships through LEAN experimention

Learning Journals are software that help practitioners in producing evidence of child's development to the government (Ofsted). We met with the most adopted among our users.

We gathered evidence that some of our practitioners were already integrating the 2 products manually by copy data on our Weekly Email Report.

However, reviewing data policies, building APIs, designing interactions and implementing them is a significant effort from both sides, mostly with small teams and other projects on the 2 roadmaps.

So before creating any business risks and development time, we ran an experiment to test teacher's desirability of a partnership.

We selected a small cohort of schools that were using both products. Inspired by what we observed in the research, we manually sent them a new version of our Weekly Email Report, with parents data and prompted to copy them.

We believe that by doing so, we could see teachers seeing the value of migrating data from a product to the other one. So for 3 weeks we so if they were will to copying and paste, and if that would have caused an increase in parent engagement on EasyPeasy.

By running this experiment, we quickly learned that not enough practitioners saw the value in the integration. But most importantly, we explored reducing risks and started to learn how to collaborate and engage with an external partner.

personalised sms to parents

improving External Triggers to increase parent engagement

From data and research, we could see that the highest engagement was consequence of external triggers: SMS, practitioners nudges, and child's requests.

Since EasyPeasy is a WebApp, the redesign of SMS reminders played a key role in increasing engagement and provided insights to parents with better communication and personalised content.

We also aimed to be more present to the Practitioner-Child-Parent dialogue. We improved our Weekly Email Reports to practitioners and provided them with insights on how to run activities at school that make children and parents more aware of the EasyPeasy programme.

Screen that show how to adapt the game

showing parents how to adapt games to their child

Talking with parents and practitioners, we found out that one of the primary engagement blockers was age appropriateness. Many parents found games too easy for their child, and they didn't see any value in coming back after playing.

That's why we introduced information on how to adapt games along child's development. Parents were able to find ways to challenge their child, and they were also prompt to suggest other parents their own ways to make the game harder.

2018 Quarter 3

During this quarter I accepted the opportunity to be employed full time at EasyPeasy.
That meant planning and strategising medium and long term, and also recruit an intern as the first step of creating an experience team.

We also focused on the company's OKR "Increase Customer Value" paying more attention to the Onboarding Journey.
We started the quarter by running workshops with the whole team, defining what "customer value" meant for everyone, co-ideating ways to improve the experience and aligning on what to do during the quarter.

onboarding emails to practitioners

Setting Practitioners' Expectations

After interviewing a few practitioners, we understood that they weren't clear on how the programme works and how they should set their expectation on parent engagement. These factors influenced how well their get parents interested in EasyPeasy and practitioners’ view on renewing the service at the end of the programme.

So we improved all the email communications they receive before the start of the programme. Clarify information and delivering email progressively to make information more actionable and avoid overload.

When redesigning the practitioner journey we also automated the email exchanges with Account Managers, to decrease the hours per account spent by the team.

onboarding journey

Setting Parents' Expectations

We found out that most of the parents were added by teachers and given little knowledge of why they should use EasyPeasy, how it works and for how long they have access to it.

Now that we also had an intern, we have increased our design capability. So we could tackle this problem on multiple touchpoints. We improved the onboarding material that practitioners use to get parents interests, by creating slides, letters, and posters to use at school. We better explained how EasyPeasy works with a video that parents would find in school and at their first access. We designed a new way to show the game of the week to parents, giving more a sense of a weekly progression and showing when the programme will end.

2018 Quarter 4

community event to meet parents

creating more opportunities to UNderstand our Community

The most challenging part of a UX-team-of-one is to organise opportunities to reach parents. That's why we hired a community manager that could create them.

During this quarter we met many parents in their houses and played with their children. We run workshops in nurseries with practitioners and parents.
These activities brought many new insights and opportunities to test solutions before implementation.

We also created a Bot that would feed parents comments in one of our Slack channels. This provided further insights on the dynamics of play and what parents and practitioners like to share and talk about.

board with team sketches and prioritisation

Making parents aware of the EasyPeasy impact

To efficiently tackled this challenge, I facilitated a 5 days Design Sprint with the local and remote team. After interviewing a practitioner, we co-created new ways to prompt and collect parents' observations. Of the three main ideas we prioritised, we tested the riskier one with parents in the same week and planned the others in the following weeks.
The experience now prompts on to what to observe, allows to track progress and gives tailored next steps for a child's development.

slides from vision presentation

exploring the future Vision to define the product Strategy

EasyPeasy's CEO defined the company future goals. So I reviewed the insights collected in conversations with parents, practitioners and colleagues. I conducted more interviews and looked at market opportunities. This big picture allowed me to define the experience vision and strategy.

By bringing to life the vision, I showed how the business could readapt to create a stronger relationship with its community and open to business partnerships with other companies that, like EasyPeasy, want to give all children the best start in life, regardless of background.