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iPhone App for new dads, made by dads!


Founder Dave Burton was absolutely terrified when his daughter Mia was born. He realised the tiny bundle of life that popped out was completely dependent on him! He just wanted some good, honest 'dad advice', but didn't know where to look. Dave soon discovered he wasn't alone and had identified a need for this App.

Our approach

Dave already had a good idea of how he wanted the App to work. He'd done his research and had even developed some wireframes. Our initial work with him was to break down the functionality requirements into user stories and scope the project in terms of phases of development.

New dad

The solution

We created a new brand for 'Quick Tips' which included: logo design, iconography and a fresh colour palette. The look and feel was purposefully clean and professional, we knew the target audience was mainly men but we were careful not to come across as being 'laddish'.

The content structure of the App was planned in two main sections: 'Quick Tips' and 'How to Guides'. This allowed us to separate the longer form content from the bitesize tips. The tips were then organised into logical categories to help with navigation. In order to provide visual instruction alongside the text we commissioned several photoshoots and invited lots of Dads with new born babies. Despite the bedlam and hard work the results were amazing, the photos were key to the success of the project.

The user interface is clear, consistent and easy-to-use. We worked through several iterations before arriving here, user feedback and ongoing simplification was key. As well as the App we also designed a responsive website to promote the App. The website CMS was integrated with the App to enable Dave to update content within the App without having to submit a new release to the App store. As well as promoting the App the website also provides additional content in the form of blog posts, checklists and a question and answer service.

We chose to develop a native Apple App rather than an HTML solution due to the phone-dependent requirements on the wishlist. We ensured that the development met with the strict App store criteria and we managed the submission process.


At launch we're proud to say that the App received 'Featured App' status in the App Store and lots of acclaim in the press. We've also been shortlisted in the Wirehive awards and the Drum Design awards for 'Best Mobile Project'. Both are coveted industry awards within the Digital Agency sector.

"The team at CLD were amazing to work with. It was clear they had a tried and tested methodology and it was great to see my ideas take shape and come to life. The project was well managed, the designs were very creative and the development was rock solid. I wouldn't hesitate in recommending them to my network."

Dave Burton, Quicktips

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