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The New Life Hub

An online, "one-stop-shop" that streamlines pre & post birth information and emotional support for mothers AND their support network.

Photo of Elisa Chen
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In no more than 3 sentences, please tell us who your idea is designed for and how it reimagines the new life experience.

Some of the greatest challenges in the new life experience for 1st time parents include: 1) navigating millions of siloed sources for pre/post birth information 2) a societal focus that parenthood is a mother's journey 3) a lack of awareness on the need for self-care. This online platform pairs "technical" with self-care knowledge and curates info that engages all actors in a mother's ecosystem creating a more inclusive perspective/dialogue in the new life process.

The Challenge:

Imagine this situation: Marisa and Leo, who live just outside DC, have just found out they’re expecting their first child. Marisa works as a waitress 5 days/week in DC and has aspirations of starting her own bakery soon. Leo is a salesman at a local retail store 6 days/week. Both have daily 1-hour commutes to their work using public transit.

Marisa and Leo are thrilled after finding out about their pregnancy but also apprehensive given they have no idea what to do next, their schedules allow little time to research/prepare, and they have no family support system nearby given their parents and extended families live in California and Mexico. On top of it all, Marisa knows she will have a C-section birth given a previous uterine surgery.    

Marisa is not sure where to start in preparing for her baby. She reads several maternity magazines that show pictures of exuberant mothers and their babies along with numerous articles about the joys of vaginal birth and top of the line baby gear (none of which she can afford). Marisa spends all her nights and rare, free time “Googling” for information for her specific needs. She’s downloaded 12 apps to track her pregnancy and nutrition in-take. She’s fascinated, overwhelmed, and scared as she realizes that her body and life will change soon. She starts to have anxiety attacks but doesn’t tell anyone since she feels her family would think it’s silly. After all, she should be happy, not upset during this time.

During the day, Leo browses pregnancy websites but doesn’t really know what he needs to be looking for. The majority of sites include jargon he’s unfamiliar with and shows pictures of women and babies. It doesn’t resonate with him and he usually gives up. He’s noticed Marisa sleeping less but figures she’s just finding extra time to do research. He’s not quite sure how to best support Marisa but recognizes she’s a strong, independent woman and is confident she will find out the information needed or ask him for help.

The problem and outcomes

Navigating the complexity of parenthood can be overwhelming, particularly for low-resourced, first-time parents who have less resources (whether finances, time, etc.) available. Utilizing a human-centered design approach in our research, we’ve conducted field research stakeholders across a mother’s ecosystem (including fathers, psychotherapists, lactational consultants, maternal advocates, etc.) to identify 3 main root causes to the challenges in the new life journey:

Problem: Societal pressure

  • Society portrays the new life journey as “a woman’s journey” (vs. other actors like fathers, family, friends, etc. )


  • An exclusive and unrealistic portrayal of the new life journey that increases a societal misconception and emotional pressure for women

Problem: Disaggregated knowledge

  • Millions of siloed online resources
  • Parents don’t know “what they don’t know”, much less where to start
  • Parents spend limited time navigating resources


  • Parents are confused and overwhelmed and become misinformed or not informed at all
  • Parents don’t have time for other preparatory tasks (e.g. self-care)

Problem: Lack of self care

  • New life resources focus more on how to care for babies vs. for self/care givers


  • Parents do not prioritize self-care impacting their ability to care for their newborn

The Idea:

In response to the above challenges, the New Life Hub sill serve as an online “one stop shop” website that aggregates existing resources and curates them, utilizing a human centered approach, given specific needs/context of the users (whether you’re a mother, father or other actor in the mother’s ecosystem). This centralized platform will provide both on “technical” information (e.g. infant care, choosing doctors, etc.) and resources to address self-care (e.g. emotional support such as support groups, psychotherapists, etc.)

This centralized platform will particularly serve low-resourced, U.S.-based parents where needed information can be more challenging to obtain (but the idea can be scaled to a broader audience and geography).

Users create a profile on The Hub and allows them to input information regarding their specific needs and context (e.g. their role in the new life journey, birth preferences, date of birth, financial constraints, emotional support needs, etc.). This input enables the Hub to specifically offer information in a digestible way given the user’s needs. The Hub also utilizes user inputs to produce a “New Life Plan” that serves as a “to-do” list to help parents understand and prioritize suggested activities/tasks to complete both before and after birth (i.e. 0-15 months). Additionally, user/parent profiles can be accessible to their support networks (e.g. family, friends) to show them where they are in their journey and how they might help parents with certain to-do’s/tasks during that process.

At what stage is your idea?

  • Research & Early Testing: I am exploring my idea, gathering the inspiration and information I need to test it with real users.

What early, lightweight experiment might you try out in your own community to find out if the idea will meet your expectations?

We plan to conduct feedback sessions using mock-ups and journey maps with a broad range of stakeholders (e.g. mothers, fathers, maternal advocates, etc). With relationships across several of DC's perinatal networks, we plan to engage: 1) The Mary Center– a nonprofit that provides social support, healthcare & education services to low-resourced families 2) Sibley Innovation Hub–an HCD place for Sibley's community of patients, families and staff to collaborate on patient-centered innovations.

What skills, input or guidance from the OpenIDEO community would be most helpful in building out or refining your idea?

Prototyping/User feedback - our team will be grateful for feedback to refine our idea particularly on which information sources to centralize and what criteria is best used to vet sources. Partnership opportunities - we recognize many others are working on similar issues and would love introductions to other orgs in hopes to build synergies and create efficiencies in launching a comprehensive platform.

Tell us about your work experience:

I am an expectant mother and freelance design strategist utilizing HCD in the social impact space. I have a diverse background with 6 years of private sector management consulting and 5 years of strategy and innovation experience in the international development/social impact space.

This idea emerged from...

  • A group brainstorm
  • An organization or company

Are you an expecting, new, or experienced mom?

  • yes

Are you a healthcare practitioner?

  • no

Are you a current employee of UCB Pharmaceuticals or Sutter Health?

  • no


Join the conversation:

Photo of Kate Rushton

Hi Elisa!

It is great to have you in the challenge.

Can you tell me more about the team that is working on the challenge?

What role might Sutter Health and/or UCB play in developing/scaling your idea?

I look forward to seeing how this idea develops and seeing some really early stage wireframes that can tested.

Photo of Elisa Chen

Kate Rushton , thank you so much for your questions and feedback. We have a small design team of 3 women (all mothers or expectant mothers) with a background and passion in technology/software development, HCD, management consulting and social impact. We have been working to design a solution against the challenge statement "How can we proactively provide first-time, parents with real-time, easy access to needed support before and after childbirth so they can better transition into parenthood and care for their child?" over the past few months. With extensive user researh and some initial feedback, this submission is one idea we'd like to prototype. We hope that Sutter Health/ UB would help us think through; 1) what information is critical for parents to know 2) how to best vet information sources to use 3) how we might scale/reach parents utilizing existing health systems.
Thanks again for your thoughtful questions! We look forward to starting our wireframe development!

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