Wunder is a free, first-of-its-kind app for parents raising kids with learning and thinking differences, such as ADHD and dyslexia. The app connects parents to a safe, judgment-free, and supportive community where they can share personal stories with other like-minded caregivers in a private space. It is backed by experts and leading professionals, including neuropsychologists, teachers.
From incubation to full launch
Understood wanted to create a community app to help parents feel less alone, more supported, and more confident when navigating learning and thinking differences.
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.
Client: Understood.org
Animation studio: Remade
Roles: Creative Direction, Product naming, Copywriting, Go-to-market campaign development
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