A new LA based startup, wanted to simplify gifting and minimise wastage. I led strategy & UX for an app exploring the concept gift-registries for non-traditional occassions.

The founders came to us with a very specific problem they wanted to solve around purchasing gifts for their childrens' friends. They felt parents had no insight into what a teenage or pre-teen girl wants, needs or cares about, and struggled to choose them gifts.

They hoped Whilo might help them better get to know their own children. They also hoped to educate their children about charity, and to reduce the wastefulness of unwanted gifts.

We helped them to better identify and define the problem space, and collaborated to explore and validate solutions. We then envisioned, named, branded and designed Whilo, before working with Hydric Media to build it.