Context.
Nessle was originally a two-sided marketplace for parents to connect with birth workers, and our "experts" are eager to get new clients. Their overall mission is to make parenthood a more supported experience, which started from a personal experience with the CEO, Carly Buxton, as she struggled to find evidence-based answers for her questions as a new parent.
Problem.
We quickly realized that parents were a tough user to build for. As the only double-sided marketplace in this space, we had the hurdle of designing for parents to trust Nessle, and also trust the expert. With an abundant amount of different asks being made, it was unsustainable for us to pursue them. We had no shortage of experts, and the number was growing exponentially due to partnerships — all of these factors gave us the insight that an "expert first" approach was the only viable path.
Process
Nessle's experts are such a joy to build alongside, they're constantly providing remarkable insights and sharing their experiences. From our interviews with them, we found that one of the hardest parts of being a birth worker is the running of the actual business. This led us to searching for where and how they currently run their businesses, and the core features that enable them to do so. Our goal became designing an all-encompassing platform, specifically geared towards birth workers, enabling them to stay focused on the parents.
We built from hand drawn wireframes, tested those with users, and then created a dummy version in FigJam. This allowed everyone in the company made up of three non-designers + myself to have a say in the process.
Solution.
We revamped Nessle's offering to be centered around birth workers managing their clients on Nessle, changing the business model into a subscription based SaaS. This required us to build a whole new design system that was flexible enough to allow birth workers to run their business in whatever fashion they please, while still remaining familiar.
The initial CRM product offerings include: Client display and folders, note taking and management, document / resource management and the ability to require signatures, invoice and expense tracking, added variables and sharing options to services, a feature rich messaging system, the ability to create package deals, and workflows which allow for automated reminders.
Results.
Due to the features of Nessle's new CRM, they were able to secure a partnership with a birth worker training organization that graduates 1,200 people yearly.
