Tinybeans Web + MobileBuild a Box WorkshopCustomer Interviews


At the time, Tinybeans (ASX: TNY) was a baby photo journal that had the big question of “What next?” I aligned the three founders on the company’s goal of a better onboarding experience and we also introduced a premium subscription model and baby developmental milestones.

I increased the onboarding conversion rate from an already fantastic 6% to 19%, meaning that of the people that signed up to Tinybeans, 19% were still using the product 48 hours later (from analytics, we knew that they were likely to be using the product on a daily basis three months later).

I was across Android, iOS and responsive web.


After aligning the three CEOS on the company’s main goal through interviews and workshops, I helped motivate the wider team towards the ambitious goals of improving onboarding by 10%, which we exceeded by 9%.

We created a prioritised feature list for the team to work on, while still allowing for new information to sway the roadmap.


For the onboarding experience, I eased customer apprehension using a mixture of content writing, illustrations and behavioural change prompts within the software.

I created design artifacts like comic strips and customer videos, that showed the development team the joys and pains of being a first-time parent. There was empathy maps, card-sorting prioritisations and tonnes of prototypes.

I conducted contextual inquiries in user’s living rooms and children playgrounds. These findings helped introduce a new facet to the product: tracking your children’s milestones in a safe and non-judgemental environment. Most new parents are getting unsolicited advice from everyone and feel overwhelmed, so it was important motivated, but not intimidated them.


The development team was small and lean, so it was faster for me to test paper and interactive prototypes and act on the findings before design reached development.

I prioritised what features customers wanted for Tinybeans Premium and we rolled them out in that order. Interestingly, including a physical growth chart as part of the package helped conversion rates. People felt like they were getting something physical, instead of paying for intangible software.

We built a re-designed Android app based on Material Design and was featured in the play store. Because it’s easier and faster to test on Android, we were also able to tweak the app onboarding there first, which we later rolled out to iOS.