eMpower
Service Design
Team: Aishwarya Bhave, Aishwarya Londhe, Archana Nair
Role: Service Design, Research, UX Design, Illustration
Mentors: David Eveleigh-Evans
Timeline: April 2024 to July 2024,Independent Research Project at the Royal College of Art
Objective:
Helping women build financial resilience for their future childcare years so they don't lose out on career opportunities and can achieve true financial independence while raising children.
Approach:
We began by researching childcare costs in the UK and mapping the emotional and financial toll at different stages of pregnancy and childcare to identify areas for intervention. We investigated the reasons behind high childcare costs in the UK and current government actions. By engaging with mothers, NGOs, and HR representatives from major corporations, we gathered diverse perspectives and insights. This comprehensive understanding guided the creation of our objective and the formulation of our "How might we" question.
Childcare costs in different pregnancy stages
Key Insights
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1.Women often conceive after 30, usually at mid-management or higher.
2. Childcare benefits correlate with income and seniority.
3. Family planning is linked to financial stability, often without pre-planned funds for children.
4. Current childcare policies primarily benefit lower-income families.
5. Women in their 20s view childcare as a shared responsibility; those in their 30s prioritise self-sufficiency.
6. Many women view motherhood as a significant financial milestone.
Empathy Map
Market Size
Problem Statement:
"High childcare costs force working women in the UK to choose between continuing their careers and caring for their children."
Meet Emily- Our Super Persona
User Flow:
Introducing eMpower -Where Money meets Motherhood
Emily Meets eMpower
Her Future Longing
eMpower's Support
New Beginnings
Joy of Motherhood
User Testing:
Theory of Change:
The Theory of Change outlines how and why a desired change is expected in a specific context. Our hypothesis emerged from concept testing with the target audience. It suggests:
It is crucial for both partners to contribute to this fund, as childcare responsibilities are shared. Women can encourage men to participate, which helps distribute the financial impact more evenly across individual pension pots. Without joint participation, women would again bear the sole responsibility for childcare.
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​We tested this hypothesis in a workshop with approximately 10 participants
Total Addressable Market:
Value Proposition:
Economic Value:
eMpower saves the government £1.1 billion annually by enabling quicker returns to work through affordable childcare, benefiting both mothers and the government.
Service Blueprint
Business Model Canvas:
Systemic Constraints:
We as Service Designers are aware of constraints that may affect the smooth functioning of our service, some of which may be beyond our control.
