We set about creating the ‘Start4Life Breastfeeding Friend’ – the UK’s first bespoke breastfeeding voice assistant to run on connected home and mobile devices.
Voice is new, so we wanted to be absolutely sure that what we were creating would work as a fully scalable solution. Insight fuelled the content: to ensure the Breastfeeding Friend could answer mothers’ most pressing questions, we analysed both search data and data from Breastfeeding Friend chatbot to identify and prioritise the most frequent queries. Insight was also critical in getting the delivery right; once the initial version was built we created a beta-testing partnership with the UK’s largest website for mums – Mumsnet- to get instant feedback from new breastfeeding mums to allow us to evolve accordingly.
The beta-test revealed that in the heat of the moment, new breastfeeding mums found Alexa’s robotic voice irritating, with a less-than reassuring tone. We consequently ran extensive casting to find the perfect voice – suggesting a friendly, caring and reassuring midwife.