SheCare, a corporate startup that helps female entrepreneurs perform better
C L I E N T
Movir
S E R V I C E
Service & CX Design
P R O J E C T L E N G T H
7 Months
C H A L L E N G E
Creating a service that helps dutch self-employed women to prioritize their mental health
S O L U T I O N
We developed SheCare, a platform that supports self-employed women in prioritizing their health to prevent burn-out, chronic stress and its consequences. The platform provides direct contact with specialists like online or offline mentoring. It’s also full of tips, helpful blogs and self-tests about avoiding burnout, combining children and work or challenges during menopause.
Go to project: https://invorm.nu/shecare
Situation
In the last 5 years Dutch women keep choosing more and more for self-employement. The benefit is ofcourse having more freedom, but the result is also having more risk. When you fall ill, there is no income. Movir was already helping these women providing insurance and accommodating services, but they realized this this isn’t enough for everyone. People are moving towards a sustainable work-life balance and want to stay fit, because they don’t want to take the risk of getting burned out or having other implications.
Challenge
Focus the insurers’ service model from the last mile of health to the first mile of health.
“It’s hard to balance my role as a mother and entrepreneur at the same time”
– Mom of young 3 kids and fulltime freelancer
Our SheCare pitch deck
R E S E A R C H
Why Women Have Unique Needs
We found that many women started freelancing because of the perceived flexibility and freedom, that comes with this type of entrepreneurship. But that flexibility comes with a price: in practice it means working at improvised moments doing too many things at the same time. The regular healthcare system doesn’t foresee in this type of mental care and also oversees the unique life moments of women like menopause.
I N T E R V I E W
Synthesizing Insights into Personas.
We started with qualitative research and interviewed a diverse group of self-employed women and stakeholders. We packaged the insights into 3 need-based personas to synthesize the learnings and share across teams.
Three proto-persona’s based on needs, motivations and how-might-we’s.
C O - C R E A T E
Supporting Creativity Across Teams
We had co-creation sessions with stakeholders, where we facilitated their creativity. Miro is a great tool to workshop when working from home is the new standard, and commuting takes double the time. This way we innovated with our customer instead of for our customer.
We use Miro to track our branding process and work as a team remote
B L U E P R I N T
Service Mapping For Clarity
We developed a service blueprint to map all different stakeholders involved in the service and define their responsibilities. Because being user-centric is what we do.
Service Blueprint including all stakeholders and how they serve customers
D E S I G N
Inclusive Design
Pink? No way. Inclusive design is way more than changing a color. Our users expected design that speaks to the entrepreneurial and open-minded women that care for equality and inclusiveness for all genders. This resulted in a visual identity that speaks to anyone that values the same and wants to be treated like they would treat others.
N E W P L A T F O R M
Innovative Service for Self-Employed Women.
In the frontend, SheCare is a seamless service. In the backend, it is an orchestrated play between different partners in charge of communicating the platform, the proper filtering of users to their preferred specialists, the execution of the sessions with them and so forth. We now have validated our users’ needs, and are onboarding our first distribution partners.
“By co-creating together with customers we were able to validate faster and navigate to a winning proposition”
— Ab Chakai, Strategic Innovator, Movir
