KI- Verse
As part of this project, the Instagram platform ‘mama.pause_’ was launched to support single mums who are studying with practical advice, motivational content and a sense of community by sharing experiences and expert knowledge.
Project Overview
In this human-centred design and design thinking project, we addressed the question: ‘How can we help single parents in Germany to create financial security and sustainability for themselves and their children in times of crisis?’ Within this project our team focused specifically on the particular challenges faced by single mothers who are studying.
We wanted to use a user-centred approach to provide this group with practical resources, emotional support and a sense of community to empower them.
Introduction
Single parents in Germany are five times more likely to live in poverty than children living with both parents. 39% of single parents are dependent on social benefits, while every second parent living in poverty lives with only one parent. This study is designed to analyse the financial difficulties faced by single parents and to show them some ways in which they can improve their situation and that of their children.
Research Problem
The aim of the study is to improve the financial sustainability of single parents in Germany.
a. What are the biggest financial challenges for single parents?
b. Who do they turn to for financial advice?
c. Why are single parents often unable to keep good records of their finances?
Key Steps and Execution
User Research
We conducted in-depth interviews with single student mums to understand their needs, challenges and aspirations. These conversations provided valuable insights into their struggles with finances, time management and childcare. In addition, we interviewed experts from the higher education and childcare sectors to gain a more comprehensive understanding of the support structures in place and their limitations.
Insights and Needs
A recurring topic was the need for a supportive community where mums could share experiences, gain motivation and receive reliable advice on how to manage their studies and family life. Mums expressed a desire for accessible, easy to navigate resources tailored to their particular circumstances.
Solution: A Shared Platform on Instagram
Based on the insights, we created the Instagram page "mama.pause_", a virtual space designed to:
Build Community
Connect studying single mothers through shared experiences and the exchange of knowledge.
Provide Practical Advice
Share motivational content, learning tips, childcare solutions and financial advice.
Foster Emotional Support
Emphasise that single student mothers are not alone by highlighting their resilience and success stories.
Content Strategy
The content included informative articles, motivational quotes, live talks and insights into topics such as financial management, dealing with university life and childcare. Highlights such as ‘Study’, ‘Daily’, ‘Live Talks’, ‘Motivation’ and ‘Daycare’ provided structured and easy access to important topics.
The site has been visually designed to be welcoming and empathetic, with muted tones and warm images that create a safe and familiar atmosphere.
Outcome
The Instagram page ‘mama.pause_’ became a central platform for single student mums to find motivation, share their stories and get practical support. It successfully fostered a sense of belonging and helped users feel seen and supported and overcome their unique challenges.
