The Problem

Great information and support can help parents to feel confident and capable in the first 1000 days, aiding their child’s emotional development. However for low income households, high quality information and support that’s personalised, reassuring and trusted, can often feel inaccessible – important considering 45% of children live below the Minimum Income Standard in the UK.

Working with Shift has been a fantastic opportunity to focus hard on those who matter most – expectant and new parents from a range of backgrounds and communities – to really understand what drives them to access support and how to remove barriers to access, so that we design a service that truly meets their needs.

Sarah Mcmullen, NCT

I really liked the community feel of it. I felt like I was in the same boat as other people and getting ideas for what I could do.

Parent using the Tip beta

Our response

A personalised mobile website that gets better and better at matching parents with high quality information they’ll love, by getting to know them over time.

So far…

  • 150+ parents tested the concept and early prototypes
  • 160+ NCT practitioners and volunteers involved
  • 120+ hours spent with parents across the UK
  • 5-week beta launched to closed community of parents and practitioners
  • 4,950 visits and 455 sign-ups for Tip beta
  • 100+ parenting tips shared


Designing products that empower parents

February 20, 2018

Insight report exploring the parenting journey, the associated feelings, thoughts, desires and behaviours, a review of the sources of support throughout. Plus 5 design opportunities and the principles of design to build parents’ self-efficacy.

0–2s: improving infant emotional development

July 6, 2017

A review of the factors that contribute to the healthy emotional development of infants in their first thousand days of life. 

Summary report: 0–2s, Improving infant emotional development

March 30, 2017

A summary of the factors that contribute to the healthy emotional development of children in their first thousand days of life.