Branding & Website
Helping a Local Daycare Compete and Grow
Helping a Local Daycare Compete and Grow
Helping a Local Daycare Compete and Grow
Type
Client Project
Client
Tiny Me Home Daycare
and Preschool
Tiny Me Home Daycare
and Preschool
Tiny Me Home Daycare and Preschool
Role
Research
UI Design
UX Design
Web Development
Year
2025
Results
Results
Results
After launching Tiny Me’s new website, tour inquiries more than doubled within the first month. Most new families mentioned that they booked a tour after visiting the website.
After launching Tiny Me’s new website, tour inquiries more than doubled within the first month. Most new families mentioned that they booked a tour after visiting the website.
Due to the surge in demand, tours are now limited to ages 2+, and the waiting list has grown to more than 30 children—reflecting rapid growth and increased trust.
Due to the surge in demand, tours are now limited to ages 2+, and the waiting list has grown to more than 30 children—reflecting rapid growth and increased trust.
Tour inquiries doubled in one month.
Tour inquiries doubled in one month.
Tour inquiries doubled in one month.
30 families now waiting for a spot.
30 families now waiting for a spot.
30 families now waiting for a spot.
Challenge
Challenge
For over a decade, Tiny Me grew through word of mouth and Facebook. Recently, local preschools began enrolling younger children, directly competing for Tiny Me's age group. Inquiries dropped sharply, signaling a need for change.
For over a decade, Tiny Me grew through word of mouth and Facebook. Recently, local preschools began enrolling younger children, directly competing for Tiny Me's age group. Inquiries dropped sharply, signaling a need for change.
Challenge
For over a decade, Tiny Me grew through word of mouth and Facebook. Recently, local preschools began enrolling younger children, directly competing for Tiny Me's age group. Inquiries dropped sharply, signaling a need for change.
Goal
Goal
Build a clear, trustworthy online presence.
Build a clear, trustworthy online presence.
Attract new families.
Attract new families.
Stand out in saturated market.
Stand out in saturated market.
Goal
Build a clear, trustworthy online presence.
Attract new families.
Stand out in saturated market.
Research
Research
Key Questions
Key Questions
To guide the research, I focused on three core questions:
How do parents make decisions when choosing a daycare？
What information do they look for on a daycare website？
Where does Tiny Me stand out compared with nearby preschools?
Key Questions
To guide the research, I focused on three core questions:
How do parents make decisions when choosing a daycare？
What information do they look for on a daycare website？
Where does Tiny Me stand out compared with nearby preschools?
Methods
Methods
To answer these questions, I combined multiple methods:
Methods
To answer these questions, I combined multiple methods:
Survey
Survey
Survey with 15 prospective families to understand what new parents look for when evaluating a daycare.
Survey
Survey with 15 prospective families to understand what new parents look for when evaluating a daycare.
Interviews
Interviews
Interviews with the daycare owner and 5 current parents to uncover daily routines, expectations, and decision-making factors.
Interviews
Interviews with the daycare owner and 5 current parents to uncover daily routines, expectations, and decision-making factors.
Competitive Analysis
Competitive Analysis
Competitive analysis of 3 nearby early-education centers to identify what information competitors highlight and what Tiny Me lacks online.
Competitive Analysis
Competitive analysis of 3 nearby early-education centers to identify what information competitors highlight and what Tiny Me lacks online.
What I Learned
What I Learned
What I Learned
Parents need clarity fast.
They focus on whether their little one will be well cared for—looking at program details, daily routines, holidays, and safety—often within the first few seconds of browsing.
Parents need clarity fast.
They focus on whether their little one will be well cared for—looking at program details, daily routines, holidays, and safety—often within the first few seconds of browsing.
Parents need clarity fast.
They focus on whether their little one will be well cared for—looking at program details, daily routines, holidays, and safety—often within the first few seconds of browsing.
Trust drives the final decision.
Warm, experienced teachers and a safe, stable environment are the most influential factors.
Trust drives the final decision.
Warm, experienced teachers and a safe, stable environment are the most influential factors.
Trust drives the final decision.
Warm, experienced teachers and a safe, stable environment are the most influential factors.
Tiny Me’s strengths aren’t easy to find online.
Its experienced and caring teachers, engaging daily activities, and warm, family-like environment weren’t being communicated online.
Tiny Me’s strengths aren’t easy to find online.
Its experienced and caring teachers, engaging daily activities, and warm, family-like environment weren’t being communicated online.
Tiny Me’s strengths aren’t easy to find online.
Its experienced and caring teachers, engaging daily activities, and warm, family-like environment weren’t being communicated online.
Parents rely heavily on authentic visuals.
Real photos of everyday moments help parents imagine their child’s experience and feel reassured.
Parents rely heavily on authentic visuals.
Real photos of everyday moments help parents imagine their child’s experience and feel reassured.
Parents rely heavily on authentic visuals.
Real photos of everyday moments help parents imagine their child’s experience and feel reassured.
Problem Statement
Problem Statement
New parents couldn’t quickly understand Tiny Me’s strengths or values online. Without clear information, authentic visuals, or a strong caring brand presence, families struggled to build trust and find answers easily—resulting in fewer inquiries and repeated questions for the owner.
New parents couldn’t quickly understand Tiny Me’s strengths or values online. Without clear information, authentic visuals, or a strong caring brand presence, families struggled to build trust and find answers easily—resulting in fewer inquiries and repeated questions for the owner.
Problem Statement
New parents couldn’t quickly understand Tiny Me’s strengths or values online. Without clear information, authentic visuals, or a strong caring brand presence, families struggled to build trust and find answers easily—resulting in fewer inquiries and repeated questions for the owner.
How Might We…
How Might We…
How might we make key information easy to find and reduce repetitive questions for the owner?
How might we make key information easy to find and reduce repetitive questions for the owner?
How might we build trust by highlighting caring teachers, safe routines, and real daily moments?
How might we build trust by highlighting caring teachers, safe routines, and real daily moments?
How might we help new parents quickly understand Tiny Me’s strengths and values?
How might we help new parents quickly understand Tiny Me’s strengths and values?
How might we translate Tiny Me’s caring, family-like brand into a clear, modern online experience?
How might we translate Tiny Me’s caring, family-like brand into a clear, modern online experience?
How might we make key information easy to find and reduce repetitive questions for the owner?
How might we build trust by highlighting caring teachers, safe routines, and real daily moments?
How might we help new parents quickly understand Tiny Me’s strengths and values?
How might we translate Tiny Me’s caring, family-like brand into a clear, modern online experience?
Ideation
Ideation
Guided by the 4 HMWs, I explored different ways the website could clearly present Tiny Me’s strengths, build trust with new families, and stand out in a competitive market.
Guided by the 4 HMWs, I explored different ways the website could clearly present Tiny Me’s strengths, build trust with new families, and stand out in a competitive market.
Guided by the 4 HMWs, I explored different ways the website could clearly present Tiny Me’s strengths, build trust with new families, and stand out in a competitive market.
Solution
Solution
Make Key Information Easy to Find
Make Key Information Easy to Find
I organized the sitemap around the core questions parents ask, so each navigation section leads directly to the information they need most.
I organized the sitemap around the core questions parents ask, so each navigation section leads directly to the information they need most.
Make Trust Visible From the Start.
Make Trust Visible From the Start.
The homepage introduces the founder, testimonials, values, and what Tiny Me offers—elements proven through interviews to build trust the fastest.
The homepage introduces the founder, testimonials, values, and what Tiny Me offers—elements proven through interviews to build trust the fastest.
Clarify Tiny Me’s Strengths & Values at a Glance
Clarify Tiny Me’s Strengths & Values at a Glance
Made a clear “Why Tiny Me” section that highlights what makes the daycare stand out.
Made a clear “Why Tiny Me” section that highlights what makes the daycare stand out.
Made a clear “Why Tiny Me” section that highlights what makes the daycare stand out.
Bring the Brand to Life
I wanted the logo to feel warm, simple, and playful — something even very young children could recognize at a glance.
I wanted the logo to feel warm, simple, and playful — something even very young children could recognize at a glance.
Logo Design: I wanted the logo to feel warm, simple, and playful — something even very young children could recognize at a glance.
Icons & UI: I curated icons and UI that help the design feel warm, approachable, and playful—just like Tiny Me.
Colors & Fonts: I used bright teal, soft pastel pink, and warm neutrals to create a clean, welcoming palette, paired with Plus Jakarta Sans and the handwritten Mansalva to keep the look clear, readable, and playful.
Bring the Brand to Life
I wanted the logo to feel warm, simple, and playful — something even very young children could recognize at a glance.
Logo Design: I wanted the logo to feel warm, simple, and playful — something even very young children could recognize at a glance.
Icons & UI: I curated icons and UI that help the design feel warm, approachable, and playful—just like Tiny Me.
Colors & Fonts: I used bright teal, soft pastel pink, and warm neutrals to create a clean, welcoming palette, paired with Plus Jakarta Sans and the handwritten Mansalva to keep the look clear, readable, and playful.
Encouraged Action on Every Page
I added a clear “Schedule a Tour” call-to-action across all pages so parents can book a visit the moment they feel ready, without needing to navigate back to the homepage.
Encouraged Action on Every Page
I added a clear “Schedule a Tour” call-to-action across all pages so parents can book a visit the moment they feel ready, without needing to navigate back to the homepage.
Results
Results
Results
After launching Tiny Me’s new website, tour inquiries more than doubled within the first month. Most new families mentioned that they booked a tour after visiting the website.
After launching Tiny Me’s new website, tour inquiries more than doubled within the first month. Most new families mentioned that they booked a tour after visiting the website.
Due to the surge in demand, tours are now limited to ages 2+, and the waiting list has grown to more than 30 children—reflecting rapid growth and increased trust.
Due to the surge in demand, tours are now limited to ages 2+, and the waiting list has grown to more than 30 children—reflecting rapid growth and increased trust.
Tour inquiries doubled in one month.
Tour inquiries doubled in one month.
Tour inquiries doubled in one month.
30 families now waiting for a spot.
30 families now waiting for a spot.
30 families now waiting for a spot.
“
Rilu took the time to understand why I founded Tiny Me and what makes us unique, and she translated that beautifully into the website. The final result was far beyond what I expected. I truly appreciate her passion and hard work.
May Jia
Owner of Tiny Me Home Daycare and Preschool
“
Rilu took the time to understand why I founded Tiny Me and what makes us unique, and she translated that beautifully into the website. The final result was far beyond what I expected. I truly appreciate her passion and hard work.
May Jia
Owner of Tiny Me Home Daycare and Preschool
Final Thoughts
Final Thoughts
Communicating the “Why”
Communicating the “Why”
This project taught me how important it is to clearly explain the reasoning behind each design decision, especially when working with clients who don’t have a design background. Being able to communicate the “why” helped build trust and alignment throughout the process.
Communicating the “Why”
This project taught me how important it is to clearly explain the reasoning behind each design decision, especially when working with clients who don’t have a design background. Being able to communicate the “why” helped build trust and alignment throughout the process.
Designing with Empathy
Designing with Empathy
Through conversations with the owner and parents, I realized how much empathy shapes the outcome of a project. Involving parents early and listening to their experiences made the final solution more meaningful and grounded in real needs.
Designing with Empathy
Through conversations with the owner and parents, I realized how much empathy shapes the outcome of a project. Involving parents early and listening to their experiences made the final solution more meaningful and grounded in real needs.
Less is More
Less is More
I discovered that offering a small number of thoughtful design options helps clients make confident decisions without feeling overwhelmed. Clear, focused choices can support a smoother and more collaborative decision-making process.
Less is More
I discovered that offering a small number of thoughtful design options helps clients make confident decisions without feeling overwhelmed. Clear, focused choices can support a smoother and more collaborative decision-making process.
Previous
Project
Previous
Project
Rilu's
Little Lab
Rilu's
Little Lab