Arrow Birth

How might we help Arrow Birth expand to businesses and their employees?

Arrow Birth is an online education platform that offers digital courses and expert consultation for modern parents on the topic of parenthood. Their current offerings are for individual families, and they are looking to expand to forward-thinking employers in a B2B model. The design team was brought in to help Arrow Birth design for this planned B2B expansion.


Type: Client

Team: 4 UX Designers, 2 PMs, 1 Developer

Roles: Research, Synthesis, User Flow, Wireframe, Test

Tools: Procreate, Figma, Miro, Zoom

The Challenge

The design team was tasked to tackle the onboarding process for the employer (B2B) and individual employee (B2C) sides. The design team split into two to focus on the different target users, but still checked in with each other throughout the process to make sure that our research and designs aligned with each other.

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B2B and B2C team breakdown

Being assigned to the team that handled the individual employee (B2C) side, my goals as a designer were to...

02_User Flow.png

Create User Flow
Employees activation and onboarding of employer- provided benefits.

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Gather User Analytics
Data-gathering questions in the onboarding process for Arrow Birth's future use.

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Help First-time Users
Redesigning the home screen so users can better understand Arrow Birth's offerings.

Starting Line

To get an understanding of our starting point, I conducted a content audit of their unpublished members site on Wordpress to better understand the Arrow Birth’s current direction.

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Arrow Birth members' dashboard

From the content audit, I found that they were lacking usability heuristics that would make the website friendly for first-time users.

After going through the website, I coordinated with the B2B team to hold a meeting with the client to understand their business offerings, and how that might affect the employees. Our client revealed that they had 3 different levels in their current offered plans:

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Arrow Birth's plan offerings to businesses

From this, I learned that B2C users will all have courses and Arrow Guides in common, no matter what level plan their employer provided. Arrow Guides are specialists who provide support exclusive to B2C customers. Having a basic understanding of Arrow Birth’s business plan, I started to look into our users.

Understanding Our Users

The following is our target audience as defined by Arrow Birth in our brief:

25-40 year old females

Users with high education backgrounds

Expecting working parents

Current working parents


[Uh-Oh!] Interview Mishaps
We were provided with 8 interview participants, but found that 3 of them were stakeholders, who could have introduced bias to the research. As a result, we looked to the remaining 5, but only had 3 who were still potential end users that met the above criteria.