• Build an application that can bring security to children.
  • An application that can have a high retention rate
  • To help them retain their long-term loyalty.

Our Proposal

We started with some concepts that could validate our hypotheses. Using children's characters that convey sympathy and involvement with children, plus a fantasy world with content and easily accessible items.

Design process

We had a chance of how parents wanted an app for their children. From sketches we set up to brainstorming sessions with the entire team, we build validable prototypes that would be used for testing and researching with users. With validation, we would do cycles of ideation and refinement for a first release. A product with less scope but that may have added value for the market. After that we would return to the validation cycle of new functionalities, ideation, data and new releases.

My role and team:

My role was the team's design leader, and product definition. As a strategic part and active executor in visual creation, prototypes, games and game design. Using adobe suite softwares and creating animations in Unity.

Topic research and Target user

We researched the habits of parents and what and how their needs about a kids application.

As it is a 5 months project, we have set a boundary to design a simple solution. We have interpreted the possible solutions suitable for the user.


User: People aging 4–7 years old and parents who needs a safe app for their kids.

Market: Brazilian families

Themes and insights

We needed to deliver an application that could have a very large age range, suffering from changes in behavior that each age group has. With this we offer several spaces of fun within the application that could cover with games and digital toys every age. In addition, separate areas of third-party applications beyond the area for parents where they could do some important settings for blocking and monitoring the use of the application by their children.

Potential Users Interviews

We have selected more than 50 children throughout the project for interviews within the validation cycles for new features. No product decisions were released without first going through validations and refinements without testing with our end users. Several ideas and product changes were made thanks to the data analyzes we did on the tests.

Design principles

After our research and user interviews, we have come up with a set of design principles to admit while designing. We want to maintain the direct relationship between the interview result and our UI design.

  • Clear navigation: Each user has unique habits. Kids need simple navigation streams, no menus, background, complex clicks, or processes that require interpretation to work. All navigation should be user friendly.
  • Simple: Kids use applications that respond directly, with sound and visual response. There is no possibility to click on a menu that has first, second or third action to reach a goal. For everything must be delivered firsthand.

Ideation + Validation

  • We come up with 2 concepts to solve the problem for the initial phase.
  • We tested our idea with kids, parents and Stakeholders.

Design Critic

Our first product contained a child exit blocker based on a simple mathematical question. But our Stakeholders have requested a more difficult blocker with a more complex question. Following this request we created a more difficult blocker, but that brought great problems for the product in the tests. For parents were also blocked because they could not answer the question.

Through the tests, we had this very strong change in the application structure in the parental control part, as we turned this functionality into an optional process for parents who really wanted to control the exit of their children.

Test and metrics

For better product validation and definition, the cycle of testing and monitoring of data was critical to product decisions and definitions. The alignment of the analyzes worked so that we could not only define the product but defend decisions with all the team and directors.


After definitions and validations the product was delivered completely to the application stores. With a number of items that continue to this day undergoing changes thanks to content partnerships and development of new games and updates.

What can I do better?

  • Research about features and results of competitors.
  • Select participants from different areas.
  • Usability test of the prototype with users.
  • Design direction.

project images

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This project gives me an understanding that how difficult it is to introduce a new product for kids in the Latina America Market.

Specialized team

We have a small and senior team, creating and launching an application in 6 months.

Quick adaptation

It was possible to get technical knowledge very quickly to adapt to product changes.


We apply SCRUM in an adapted but functional way throughout the project.

Data driven

The use of metrics and the application of tests with more than 50 children was fundamental to mapping the necessary changes of the product before an increased volume of downloads.


Quick response to changes and also very well planned.


Clear and collaborative communication with the team members and the board of directors. The design has translated the languages to make the product development process clear and functional.


Anxiety control over misleading numbers and metrics.

User first

The focus on the user was fundamental and became the matrix for all upcoming projects.

Constant learning

The Know-how of studies focused on the behavior of children and the use of technology.