Better Breastfeeding Online Education & Recommendation Platform

before

Breastfeeding expert seeking to make a high quality breastfeeding education accessible to growing families everywhere via instructional video content and a self-assessment algorithm

Needed an online platform able to deliver personalized recommendations, resources, and feedback based on users’ needs

after

Launched “Better Breastfeeding” web app designed to provide medically informed breastfeeding guidance, custom-built from an exclusive library of expert-led video tutorials

New and expecting parents worldwide can now subscribe to get 24/7 access to the breastfeeding course content, guided self-assessments, and more with an online subscription

Challenge

Overcoming fear, stigma & pain with breastfeeding medicine

Breastfeeding offers major benefits for parents and babies, but conventional perinatal care doesn’t provide evidence-based information and services for navigating its many challenges. Inspired by her own nursing struggles, Dr. Linda Dahl devoted over two decades of her career to developing a system for defining and addressing infant feeding and breastfeeding problems, which she has applied with patients in her clinical practice with a more than 90% success rate.

Determined to share her hard-won knowledge beyond the scope of her busy office, Dr. Dahl authored Better Breastfeeding: a Doctor’s Guide to Nursing without Pain and Frustration and Clinician’s Guide to Breastfeeding. But she knew she could offer even better and broader support through a multimedia, interactive format, so she asked us to build an online platform to make it happen.

Process

Bringing breastfeeding expertise online

To maximize reach and impact, Dr. Dahl’s team envisioned a virtual coach that would provide personalized, responsive resource recommendations to parents in need - right when it’s needed, at any time of the day (or night). We partnered with her team to create a platform that empowers users to easily find the answers they need, with the backend sophistication to distill multiple information streams into personalized advice centering relevant video content.

solution

Designed for lower stress & more success

Breastfeeding can be frustrating, exhausting, and confusing. We worked with Dr. Dahl to create a supportive, low-key UX that takes the guesswork out of the user journey. In collaboration with an external marketing agency, we implemented a UI aligned with BBF’s existing brand assets to support a consistent omni-channel presence. The platform’s thoughtful design guides new parents to the information they need to deal with immediate challenges, while also helping them collect metrics over time to support progress towards longer-term goals.

solution

Developing a 24/7 virtual breastfeeding specialist

We helped Dr. Dahl adapt her in-person protocol for a digital format, creating an ecosystem of responsive questionnaires, a progress tracking system, and dynamic content recommendations to provide relevant guidance across the breastfeeding journey. The resulting Virtual Breastfeeding Specialist leads the user through an initial self-assessment centered on their goals and concerns, then uses a custom-built algorithm to recommend instructional resources based on their challenges. Users can re-take the assessment at any time, enabling the program to adjust its recommendations over time.

solution

Personalized video recommendations on-demand

Dr. Dahl and her team drew upon her in-person clinical strategies to create a comprehensive series of original video tutorials, each focused on a specific breastfeeding topic. We worked with them to analyze and categorize this new video library, and then developed a complementary recommendation engine to suggest the most relevant content based on user responses to guided questionnaires, milk production metrics, and more.

solution

Evidence-based progress tracking

Wellness Check-Ins combine responsive forms with a custom-programmed knowledge engine to gather and analyze important nursing metrics, which the algorithm uses to generate trend summaries and benchmark comparisons. These checklists can be referenced or shared with the family’s own care providers to ensure nutrition goals are being achieved.

`Praise` from our clients

As a human physician, I’m not particularly scalable, but the need in this field is massive. So my team and I wondered, what if we could sort of clone my brain? Could we create a program that could triage the experience of breastfeeding, like I do with my patients? Twenty Ideas helped us create an algorithm that asks the right questions and gives moms the information they need, when they need it - in a way that is beautiful and can work for lots of people.

Linda Dahl, MD

Breastfeeding Expert & Founder of Better Breastfeeding

Most parents who find us are frustrated and looking for solutions. We wanted a product that had the integrity of working correctly every time, but with a user experience that would be engaging and fun for these moms. We’re thrilled with the MVP Twenty Ideas created...their technical expertise and ingenuity exceeded our expectations!

David Kelman

Better Breastfeeding team member