In the research phase, responsibilities were shared across the team, and I took the lead on direct engagement with our target audience. I designed and developed open-ended interview questions to encourage detailed responses from parents and guardians, and we conducted interviews in two major parks in Lancaster.

Alongside this, we carried out secondary research, including market scans, competitor benchmarking, and SWOT and PESTEL analyses, to build a broader picture of the industry landscape. Together, these methods revealed recurring pain points: affordability, hygiene, inclusivity, and overstimulation. Parents consistently expressed a desire for safe, clean, imaginative environments where children could play freely while adults had comfortable spaces to relax.

Once we had gathered insights, the data was analysed to identify recurring trends, patterns, and key takeaways that would shape the play center’s development.

Data Personification: To humanize the findings, I created personas that transformed raw feedback into relatable narratives. These personas gave the data a face and a voice, making it easier for the team to empathize with our target users and design with clarity.

Thematic Analysis: The Dataset was carefully analyzed using thematic analysis to identify recurring themes and categorized the feedback into distinct areas. This structured approach helped us translate a wide range of feedback into actionable design opportunities.

Building on our research insights, the team began exploring both spatial and brand concepts. We used moodboards to translate findings into visual directions, experimenting with colors, atmospheres, and design styles that could capture the right tone for Wobble.

Parents emphasized the importance of spaces that felt safe, clean, and calming, which guided us toward softer tones and inclusive visual styles. These directions informed not only the brand identity but also the spatial design proposals for the play center.

Spatial Design: We worked to create an environment that could deliver exceptional experiences for both children and their parents including pretend-play streets, climbing areas, sensory zones and a parent café. These design choices were directly informed by our research.

I led the development of Wobbles’ brand experience, crafting an identity and narrative built around movement, imagination, and inclusive play. Every visual and verbal element was designed to reinforce these themes, ensuring that the brand felt playful, warm, and developmentally supportive for children and families.

To extend the brand’s reach and long-term value, I proposed a merchandising ecosystem as a secondary revenue stream. By translating the brand into toys, apparel, and accessories, Wobbles could create memorable touch-points for families while strengthening loyalty and expanding business opportunities.

Business model canvas: I also contributed to the Business Model Canvas, outlining how the brand could generate revenue, how to maintain customer relationships and channels for the company to use to deliver its value proposition to customer segments.