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The mission was clear: give busy NYC parents a stress-free way to find a sitter in a few easy steps. With just a three-sentence business idea from the client, ABC created SitterSmart—an app that would break into the wider millennial parent market and create a point of entry to LifeWorx, a leading household services provider.

Project Breakdown


Born to Be Different

We were tasked to build an MVP with a unique market differentiator—to think through the product system, design the UX/UI, create the messaging, and deliver a brand. SitterSmart would launch ready to stand out from the crowd.

We started—as always—with in-depth user research. As we interviewed an extensive network of caregivers and parents, we stepped into the mind of a stressed parent searching for a sitter, identifying both pain points and opportunities.

We worked closely with the client as we developed the best possible look and flow to the app, all while keeping in mind their ultimate business goals.

Sitters at the Speed of Need

The app design allowed parents to seamlessly find, book, and talk to sitters in just three steps. As the market differentiator, the ‘First Responder’ innovation allows users to be or book the first qualified sitter to respond to a request. Making the process more efficient than any existing sitter-finding apps, SitterSmart's UX innovation gave the brand a unique way to approach its service offerings.

For the design, we kept things fun and hip, with playful illustrations that millennials could nostalgically identify with, like the classic red View-Master. Because the app would be used by busy parents during crunch time, it was important to keep the design modern and minimal, for a visually beautiful yet quick and easy experience.


  • Ethnographic Opportunity Studies
  • Product Design
  • Parent and Sitter UX Study and Design
  • MVP Design and Development
  • Playful Illustrations