A free, first-of-its-kind community app designed to help parents feel less alone, more supported, and more confident in navigating learning and thinking differences. It is a safe space for parents to gather tips and educational resources on learning and thinking differences, seek advice from experts, and share personal stories of triumph or frustration with other caregivers.

Understood wanted to create a community app to help parents feel less alone, more supported, and more confident when navigating learning and thinking differences.

From incubation to full launch

We started with a naming sprint, landing on Wunder by Understood. The name encompassed the idea that “We,” as a collective of parents are bound together along a similar journey as a community to feel supported, trusted, safe, and “Understood.” The name also has a similar sound to “wonder,” meaning a feeling of surprise, mingled with admiration or a desire to be curious or to know something.

We went live with a two-phased campaign approach to drive awareness, acquire new users and increase in-app engagement. We surpassed download goals, coming it at over 17,000 downloads in the first week, at a 35% conversion rate. The app continues to hold at a 4.8/5 star rating since its launch.

To further the success of the marketing app, we have partnered with a real family who’s child learns and thing differently to capture their interaction with the app.

CREDITS

Client: Understood.org
Animation Studio:
Role: Naming convention, creative direction, art direction, marketing campaign development, user experience.