1. Respondent 3. Jakarta, 10th March 2019, 09.20-10.10 AM.

Sari Siva Fauziah (SSF), 29 y.o, first child, kids 4 months, User, Working
1. Introduction

a) Introduction, Personal Information, Related Information

SSF seorang ibu yang memiliki 1 orang anak usia 4 bulan, bekerja full day di
Bank Mandiri. Ada pengasuh di rumah yang menjaga anak, tidak khawatir anak
dijaga pengasuh karena ada nenek juga di rumah selain itu juga pakai cctv di
rumah.
SSF is a mother who has one child. Her child is 4 months old. She works at Bank
Mandiri. She has a babysitter to take care of her child at home. She doesn’t
worry about her child who is taken care by a babysitter, because there are her
grandmother and CCTV at her home.
1. Maternity Life

a) Pregnancy Story and Community Support

*SSF sangat disiplin dengan kesehatan anaknya, contohnya anak harus cuci
tangan, pengasuh juga harus bersih, kalau ada saudara datang sebelum
bermain dengan anak harus cuci tangan dulu sudah disediakan hand sanitizer.
Menurut SSF, kehamilan pertama ini cukup lancar cuma mual-mual saja sampai
usia kehamilan 8 bulan dan masih tetap bekerja. SSF merasa selama kehamilan
emosi jadi tidak stabil, sering tiba-tiba nangis sendiri. Pulang kantor biasanya
langsung ke kamar tiduran karena capek. Ada perubahan makanan, lebih sering
makan sayur bening, gak bisa makan pedas, bisa makan buah tapi gak bisa
yang asam maunya yang manis-manis.
*SSF mendapatkan support dari suami yang mau nurutin apa yang diminta dan
mengerti dengan perubahan mood yang lebih cengeng. Selain suami, mama
termasuk yang paling support dan paling siaga. Justru mama menyuruh SSF
lebih sering baca-baca, cari-cari informasi di internet dan tanya langsung ke
dokter.
SSF is really discipline about her child’s health. For examples, her child must
wash her hand, so does the babysitter. If there are siblings coming to the house,
they must wash their hand first with hand sanitizer before they play with the child.
 According to SSF, her first pregnancy was quite smooth. She only felt nausea
until her pregnancy was 8 months and she still went to work. During her
pregnancy, she felt like her emotion was not stable. She liked to cry out of the
blue. Usually, after she went home from work, she went to sleep in her bedroom,
because she was tired. There was a change in her dietary habits. She more often
ate clear vegetables, she couldn’t eat a spicy food, and she could eat fruits but
the fruits should be sweet because she didn’t like the sour one.
*her husband encouraged her and he wanted to grant her whatever she asked
him. Her husband really understood with her mood change which she turned into
a whiny. Besides her husband, her mother also encouraged and took care of her.
Precisely, her mother more often asked SSF to read a lot and searched for the
information on the Internet and asked a doctor directly.
b) Values & Attitude
*SSF mengatakan selama kehamilan dia dan suami berpikir yang positif saja
agar bayinya tetap sehat. Jadi tidak ada ketakutan atau kekhawatiran tertentu.
SSF menginginkan melahirkan secara normal, namun pada minggu ke 38 saat
periksa ke dokter justru dokter menyarankan sesar padahal kondisi bayi baik-
baik saja. Menurut SSF, stress adalah musuh terbesar saat hamil.
*Untuk mencari informasi biasanya SSF membaca artikel dan konsultasi
langsung dengan dokter. Kalau online, biasanya search di Google cari sesuai
keywordnya misalnya kenapa harus sesar, induksi itu apa dll. Selain itu juga aktif
membaca artikel di Teman Bumil.
*SSF said during her pregnancy and her husband asked her to have positive
thinking. So that her baby would stay health. So, she would not have any certain
concerns.
SSF really wanted to give birth normally, but at week 38 she checked to a doctor,
a doctor advised her to cesarean. Even though her baby’s condition was fine.
According to SSF, being stressed was the biggest enemy during pregnancy.
*to find out the information, Usually SSF read the article and consulted directly to
a doctor. In online, she usually searched for it on Google and it was based on the
keyword. For examples, why should cesarean, what was induction, and etc.
besides that, she was active reading the article in “Teman Bumil”.
c) Lifestyle & Behavior
*SSF mengatakan, selama kehamilan SSF tetap bekerja full day, karena
kecapekan biasanya pulang kerja langsung masuk kamar dan istirahat.
*Untuk menjaga kesehatan selama kehamilan karena harus tetap bekerja jadi
SSF rutin minum vitamin dan olahraga menjelang waktu melahirkan seperti
olahraga (naik turun tangga di kantor).
*SSF said, during her pregnancy, SSF still worked full day, and she went to the
bedroom and has a rest because she was too tired.
d) Information Sources & Information-seeking habit
*SSF sering membaca artikel online untuk konfirmasi meskipun sudah ada 2
dokter. SSF mengatakan dia menerima semua informasi yang didapatnya baik
online maupun offline namun tidak semua informasi di ikuti. Setelah itu dia juga
sering tanya-tanya ke teman yang sedang hamil. Selain itu, SSF juga membaca
artikel yang disediakan di aplikasi Teman Bumil.
*SSF often read the online article to confirm, even she already had 2 doctors.
SSF said she accepted all the information that she has got, whether it was from
online or offline. Yet she didn’t follow all the information. After that she often
asked her friends who were also pregnant. Furthermore, SSF also read the
article which has been provided by “Teman Bumil” in the application.
* SSF mengatakan cukup sering menggunakan handphone, biasanya untuk
membuka whatsapp, instagram dan gojek. Serta menggunakan untuk searching
google. Aktif searching dari sebelum hamil, mencari informasi seputar kehamilan,
persiapan kehamilan dan asupan nutrisi yang baik selama kehamilan.
*SSF said, she often used Handphone. She used it usually for Whatsapp,
Instagram and Gojek. Along, she used it to search for the information on Google.
She had been being active before she got pregnant, searched for the information
about pregnancy, pregnancy preparation, and good nutrition during pregnancy.
Informasi yang dicari SSF selama kehamilan adalah perkembangan janin sama
makanan yang baik untuk janin (...Iya, makanan yang buat saya nanti gimana
dan makanan apa saja yang bagus buat saya ke anak, buah-buahan apa saja
gitu.). Menerima segala informasi yang masuk, termasuk mitos dan fakta
(...Karena itu ya sudah ketentuan Allah. Jadi, ya llahua’alam).
The information that SSF looked for during pregnancy was about fetus’ growth
and good food for the fetus (… yes, what was food for me and what was good
 food for me to my child, and what was the fruits). Accepting all information
entered was myth and fact. (because it was Allah provision. So, Allahua’alam)
Selain searching google, SSF juga mengikuti @bidankita di Instagram, selain
teks ada juga informasi berupa video. SSF mengatakan tahu @bidankita dari
teman kantor.
Besides searching on Google, SSF also followed @bidankita on Instagram,
besides there was text, it also had information in the form of video. SSF said she
knew @bidankita from her officemate.
e) Apps Preference
SSF selama kehamilan menggunakan aplikasi Teman Bumil, dia mengetahui
Teman Bumil dari sponsor di Instagram dan dari temannya. Teman Bumil dan
@bidankita menurut SSF keduanya saling melengkapi. Fitur yang paling disukai
SSF adalah checklist dan grafik pertumbuhan janin (...Sama perkembangan
janinnya itu sebesar apa. dan saat ini matanya sudah ada belum gitu). Menurut
SSF, tidak ada influencer dan hanya @bidankita saja karena cukup responsif
(aktif menjawab komentar).
SSF during her pregnancy used “Teman Bumil’s” application, she knew “Teman
Bumil” from sponsor on Instagram and her friend. “Teman Bumil” and
@bidankita, according to SSF they completed each other. the feature she most
liked was checklist and graphics about fetus’s growth. (…and how big the fetus’s
growth and the child already has eyes, or not) according to SSF, there was no
influencer and only @bidankita. Because it was already responsive (Active in
replying comment)
f) Additional Information
SSF menyebutkan kalau dia tidak mendapatkan buku KIA selama masa
kehamilan. SSF mengatakan dia pernah membeli buku KIA (warna pink)
kemudian hilang dan dari rumah sakit diberi buku perkembangan anak yang
warna biru.
SSF mentioned if she didn’t get KIA book during her pregnancy, SSF said she
ever bought KIA book (the color was pink). Then, it has gone and she was given
a fetus’ growth book which the color was blue from the hospital.
1. Creative Output

a) Response
 Ketika melihat konsep dari Teman Bumil, SSF memberikan pilihan berdasarkan
apa yang dialami selama kehamilan. Konsep yang dipilih saat online survey dan
IDI jawabannya konsisten.
When seeing the concept of “Teman Bumil”, SSF gave an option based on what
she experienced during her pregnancy. A concept which was chosen when
online survey and IDI was consistent.
b) Comprehension
SSF mengatakan konsep yang disajikan sesuai dengan yang dialaminya saat
masa kehamilan. Kemudian untuk body copy juga memberikan inspirasi untuk
jadi mandiri dengan Teman Bumil.
SSF said a concept which was provided appropriate with what she experienced
during pregnancy. Then for body copy also gave an inspiration to be
independent with “Teman Bumil”.
c) Relevance
Menurut SSF, tagline “Temani Perjalanan Ibu” sesuai dengan dirinya karena
dia menganggap informasi dari aplikasi Teman Bumil menemai dia selama
masa kehamilan karena beberapa informasi kehamilan dia dapatkan dari
Teman Bumil. Menurut SSF, gak masalah dengan visual yang gak berjilbab.
According SSF, Tagline “Temani Perjalanan Ibu” was appropriate with herself
because she admitted the information from “Teman Bumil’s” application
accompanied her during pregnancy, because there was some pregnancy
information that she got from “Teman Bumil” according to SSF, it didn’t matter
with the visual who didn’t wear hijab.
d) Appeal
Menurutnya, hashtag #PilihanYangBaik sesuai karena dengan Teman Bumil dia
mendapatkan banyak informasi dan bisa memantau perkembangan janin.
According to her, hashtag #PilihanYangBaik was appropriate because with
“Teman Bumil” she got many information and she could monitor fetus’ growth.
e) Similarity
Menurut SSF, gambar yang disajikan pada konsep pertama “Sakit Punggung
Gak Hilang-Hilang” sama seperti iklan di bidan-bidan (...Iya lihat iklan ini
kayaknya pernah lihat dan iklannya kayaknya di bidan). Namun, untuk headline,
copy dan body copy tidak ada kemiripan dengan iklan yang lain.
 According to SSF, the pictures which were given on the first concept “Sakit
Punggung Gak Hilang-Hilang” was the same like the advertisement in the
midwives (… yes, I ever saw this advertisement and it was in the midwife’s
advertisement). But for the headline, copy and body copy there was no similarity
with another advertisement.
f) Final Thoughts
SSF memilih konsep ketiga walaupun tagline dan headline memilih konsep
pertama. Karena dia menganggap konsep ketiga sesuai dengan
pengalamannya dan memberikan inspirasi bagi yang melihat.
SSF chose the third concept, even she chose the first concept for the tagline
and headline. Because she taught the third concept suited with her experience
and gave information for those who saw it.
Untuk hashtag SSF memilih #PilihanYangBaik dan untuk tagline SSF “Temani
Perjalanan Ibu” karena sesuai dengan pengalamannya.
Secara keseluruhan, SSF memilih konsep ketiga namun dengan insight konsep
ketiga.
For hashtag, SSF chose #PilihanYangBaik and for tagline SSF “Temani
Perjalanan Ibu” because it suited with her experience.
Overall, SSF chose the third concept, but with the third insight concept.
g) User Experience
Komentar SSF saat membuka aplikasi Teman Bumil, kalau dari warna (ungu)
menurutnya lucu (sebenarnya SSF suka warna kuning) namun tidak
membangkitkan emosi (...Enggak lucu aja). Kemudian SSF mengatakan
iconnya tidak lucu dan kurang membantu di dalam aplikasi. Saat diminta untuk
menuliskan sesuatu di forum (komentar) SSF memilih topik seputar menyusui,
SSF mengaku tidak ada kesulitan.
SSF’s comment when she opened the application of “Teman Bumil”, from the
color, she taught it was cute (actually SFF liked yellow color) but it didn’t
aroused emotion (it was just not cute). Then SSF said the icon was not funny
and it was less helpful in the application. When she asked to write something in
the forum (comment) SSF chose a topic about breastfeeding. SSF confessed
that there was no difficulty.
h) Additional Image
 SSF mengatakan menyukai gambar-gambar diatas ekspresi yang
menggambarkan kebahagiaan, kemudian menyukai gambar tampak depan
duduk sila memegang perut tampak tidak lebay.
SSF said she liked the pictures above, the expression which described the
happiness, then she liked the front picture which sit holding the stomach. It
didn’t look excessive.
1. Comments and Suggestion

SSF memberikan saran seputar konsep, bisa membahas seputar mual/muntah

yang sering dihadapi ibu hamil. Reference lebih memberikan kesan happy tapi
gak lebay (duduk sila), gambar/visual lebih menggambarkan pengalaman ibu
hamil dan bisa seperti @bidankita.
SSF gave a suggestion about the concept. It could discuss about the nausea
which was often faced by the expectant mother. The reference gave happy
impression but it didn’t look excessive (sit holding), the visual/picture illustrated
more about the expectant mother’s experience and could be like @bidankita

===
1. Respondent 5. Jakarta, 10th March 2019, 05.30-06.40 PM.

Rani (R), 28 y.o, first child, kids 1,5 months, NonUser, Working

1. Introduction

a) Introduction, Personal Information, Related Information

Seorang ibu yang memiliki 1 orang anak usia 1,5 bulan, selain mengurus anak
R juga bekerja di sebuah perusahaan swasta (Digital Marketing). Seorang ibu
yang cukup aware dengan parenting. Join dengan grup seputar pekerjaan dan
parenting seperti grup tentang Digital Marketing. Seorang ibu yang ambisius
dan paham tentang dunia digital saat ini dan pengen tahu informasi-informasi
baru untuk menambah pengetahuan.
A mother who has 1 child and her child was 1.5 months old. Besides she takes
care of her child, she also works at Digital Marketing. A mother who has
awareness about parenting. She joins in a group about work and parenting, like
a group about digital marketing. An ambitious mother and she understands
 about digital nowadays, and she is curious about the new information to add her
knowledge.
1. Maternity Life

a) Pregnancy Story and Community Support

*R mengatakan di kehamilan pertamanya dia sangat senang dan sangat
menjaga kehamilan karena muncul beberapa ketakutan akan kesehatan janin
(...Banyaklah ketakutan-ketakutan, keraguan…bukan keraguan sih, ketakutan
tapi excited juga at the same time gitu sih).
*R said in her first pregnancy, she was really happy and she really took care of
her pregnancy because she had fears of fetal health (there were so much fears,
worries, but excited at the same time).
*Menurut R, perubahan yang dirasa adalah mood swing (...jadi kaya a…ya
kadang marah-marah, kadang biasa aja, kadang seneng gitu) dia merasa
perubahan itu cukup ekstrem. Selain itu, selama kehamilan dia jadi lebih suka
jalan kalau tiduran sebentar justru jadi mual dan pusing (...jadi bukan tipe yang
mageran, nggak sama sekali).
*According to R, she felt her mood changes into swing. (it was like, sometimes I
got angry, sometimes I wasn’t, sometimes I felt happy) she felt that change was
extreme enough. Furthermore, during her pregnancy she preferred to walk than
sleep. Because she thought if she slept just for a while, she would be dizzy (so, I
wasn’t a typical person who didn’t like do anything)

*R mengaku mendapatkan dukungan dari suami (...suami yang pasti dia sabar
banget sih) walaupun dari segi knowledge belum banyak yang dia tahu. Selain
itu, keluarga dan lingkungan kantor sangat support sekali misalnya kalau di
kantor tidak boleh pulang malem bahkan lembur (...sangat toleransi lah sama
saya yang lagi hamil, gitu). Menurut R, yang memberikan support terbesar
selama hamil adalah suami, mamah dan mertua.
*R confessed she got a support from her husband (my husband was really
patient) even he didn’t know much. Besides that, my family and my office
environment also really encouraged me. For example, I didn’t allow to go home
at night or even overtime. (they were really tolerant of me who was get
 pregnant). According to R, the people who gave the biggest support to her
during pregnancy were her husband, her mother, and her parents-in-law.
b) Values & Attitude
*Pada saat kehamilan R memiliki kekhawatiran ke anak dan dirinya sendiri,
kalau ke anak lebih ke perkembangan janinnya apakah normal atau tidak
(...takut nanti lahirnya ada cacatnya, takut lahirnya nanti autis) kalau
kekhawatiran ke diri sendiri lebih ke bisa tidak lahiran normal, takut terjadi
pendarahan lalu meninggal (...Mampu nggak lahiran atau nanti jangan-jangan
banyak pendarahan terus saya meninggal, banyak lah pikiran-pikiran gitu).
Ketakutan tersebut diakui R justru datang dari artikel-artikel yang dia baca dan
dari sosial media. Kalau dari orang sekitar banyak yang menyemangati.
*During pregnancy, R had worries about her child and her own self. She worried
about her fetus growth, whether her child was normal or not (I was afraid if my
child would be an autism or would be disabled). But I worried about myself,
could I give birth normally, I was afraid if there was bleeding then I died. The
fear was recognized by R because she read the articles from media social. But
for people around, they supported me.
*Untuk mengurangi kekhawatirannya biasanya R diskusi dengan suaminya saja,
tidak cerita ke mama atau mertua karena takut jadi khawatir juga. Ketika ada
kekhawatiran biasanya R dan suami searching di google dan baca-baca artikel
yang positif dan suami memberikan jawaban yang menenangkan. Selain itu, R
juga aktif bertanya di halodokter seputar apa yang dirasakan (...Cuma kenapa
nih perut saya kok panas? Dada saya kok panas? Tanya ke mereka. Ke ke
Halodoc itu). Sedangkan komunikasi dengan dokter hanya ketika periksa saja (1
bulan sekali). Ketika mendapatkan saran yang tidak sesuai dengan dirinya,
biasanya R lebih i misal dokter/bidan.
*to reduce her worries, R usually discussed it with her husband only, she didn’t
tell her mother or her parents in law. Because she was afraid if they would worry
too. If there was a worry, R and her husband usually searched for the
information on Google and read the positive articles and her husband gave the
answer which could calm her down. Besides that, R was also active asking in
“halodokter” about what she felt (why was my stomach hot, and also my chest?
Asked them in Halodoc). whereas she ommunicated with a doctor only when
 she checked once a month. When she got inappropriate advice with herself, R
usually preferred to believe in experts such as a midwife and doctor.
c) Lifestyle & Behavior
*R mengakui ada perubahan pada suaminya, menurutnya suami jadi lebih
perhatian dari sebelum hamil, memperlihatkan kalau dia siap menjadi seorang
ayah.
*R confessed there was change in her husband, according to her, her husband
became more attention before she got pregnant, it showed that he was ready to
become a father.
Menurut R, terjadi perubahan pada pola makannya yang dulunya sering jajan
sembarangan jadi lebih sehat, sebelumnya suka sekali jajan sampai yang tidak
sehat juga dibeli tapi semenjak hamil tiap jajan yang tidak sehat selalu muntah,
jadi waktu hamil jajannya jadi yang sehat walaupun sedikit mahal.
According to R, there was change in her dietary habits. She used to like buying
a random snack, now it changed into health. She liked to buy unhealthy food,
but since she got pregnant, every time she bought unhealthy food, she always
had nausea. So, when I got pregnant, I bought a healthy food even that was a
little expensive.
*R mengaku selama hamil justru lebih sering cek handphone karena baca-baca
artikel dan mencari hiburan di sela-sela pekerjaan. Biasanya cek handphone
pada saat jam istirahat, saat di perjalanan berangkat/pulang kantor dan sekitar
jam 3 sore karena sudah pusing dan capek dengan pekerjaan jadi butuh
hiburan.
*R confessed during her pregnancy, she more often checked her handphone
because she read the articles and looked for the entertainment in her leisure
time. Usually, she checked her phone in break time, or when she was on the
way to the office/go home and it was around at 3 pm because she was already
dizzy and tired because of her job. So, she needed to entertain herself.
Untuk menjaga kesehatan selama kehamilan R juga mengikut yoga prenatal
selain itu olahraga sendiri setiap pagi.
Menurut R, yang menentukan keputusan yaitu dirinya sendiri dan suami.
To maintain her health during pregnancy, R also joint prenatal yoga besides she
took exercise every morning.
d) Information Sources & Information-seeking habit
*R mengatakan banyak mengikuti akun yang membahas seputar kehamilan,
salah satunya Lany Kuswandi. Sering membaca dan melihat live dari akun Lany
Kuswandi (...Soalnya dia knowledgeable banget kaya lahiran normal, terus
lahiran yang natural apa… gentle birth sampe saya ikut seminarnya juga waktu
itu), informasi yang disampaikan khusus informasi kehamilan sampai
melahirkan.
R also said she followed many accounts which talked about pregnancy. one of
those was Lany Kuswandi. She often read and saw Lany’s live session on her
Instagram account. (because she really knew about normal birth, then natural
birth, gentle birth until I joint her seminar at that time) the information which was
delivered about pregnancy until giving birth.
Selain itu, R juga join di grup whatsapp (ada juga akun Instagramnya) yaitu grup
yang waktu melahirkannya February 2019 [@bsfebruary2019] (...Jadi anaknya
seumuran lah….Ya itu kita share ini bayinya kenapa ya kan sama-sama new
born jadi masih sama-sama nyambung obrolannya gitu). Grup whatsapp lainnya
lain adalah grup ASI eksklusif yang membahas seputar asi. R mengatakan dia
cukup aktif di grup tersebut, mulai dari sharing dan ikut komentar.
Besides that, R also joint on the Whatsapp group (there was also Instagram
account) where that group which gave birth her, February 2019
[@bsfebruary2019] (so, her child’s age was the same as my child’s age. Yeah,
what we share was about what happened to this baby. Because we were just
the same as giving birth. So we could understand each other) the other groups
on Whatsapp was ASI exclusive’s group which discussed about ASI, R said she
was active enough in that group, started from sharing and giving a comment.
*Informasi yang sering dibaca seputar kehamilan, perkembangan janin dan
anak, kebutuhan bayi dan semua yang berkaitan dengan bayi. Menurut R, itu
adalah support grup karena tidak ada moms shamming. R mengatakan cukup
sering membaca artikel seputar kehamilan dengan frekuensi lebih dari 5 artikel
dalam satu hari.
*the information which she often read was about pregnancy, the fetus’s growth,
and the child, the baby gear and everything which related to the baby. According
to R, that was a support from the group because there was no mother who did
sham. R said she was quite often reading the articles about pregnancy with a
frequency more than 5 articles a day.
 R mengatakan artikel di social media, grup dan aplikasi sangat membantu
selama itu bukan hoax dan yang menulis dari tenaga ahli (...ngebantu banget
asal bukan hoax dan yang nulis bener-bener expert di bidangnya gitu sih).
R said the article on social media, group and application really helped her as
long as it was no hoax and a person who wrote it was the experts.
e) Apps Preference
Selama kehamilan R menggunakan aplikasi Pregnancy+. Sebelum
memutuskan untuk menggunakan Pregnancy+, R disarankan beberapa aplikasi
oleh temannya diantaranya The bump dan Teman Bumil (...Temen saya juga
ada yang di sana pake Teman Bumil soalnya katanya lucu). Alasan dia memilih
pregnancy+ karena dia suka tampilannya yang terlihat clean (...Saya suka
emang yang clean desain gitu sih kalo Teman Bumil kan bagus tapi kartun-
kartun gitu kan jadi gitu…). Namun, diakuinya Teman Bumil lebih informatif
(...temen saya sih yang bilang pas banget pas lagi milestone nya misal
milestone nya lagi panas di dada gitu, nah terus dia keluar tuh artikel panas di
dada karena apa. Jadi pas banget, artikelnya tuh pas lagi kita merasakan di
week itu keluhannya apa, artikelnya muncul gitu.). Menurut R, pregnancy+ juga
sama seperti Teman Bumil yang ada artikel sesuai weeknya namun dalam
bahasa inggris. Sebelum memutuskan download pregnancy+ R mengatakan dia
membaca terlebih dahulu review aplikasi dan membaca artikel “top five
pregnancy apps”, kemudian dia download semua aplikasi tersebut setelah itu
dipilih mana yang disukai, dia hanya memilih 1 aplikasi dari beberapa aplikasi
yang dia download (...Nah setelah saya liat reviewnya yang muncul tiga teratas
tuh yaitu kan pregnancy plus, Teman Bumil, The Bump sama apa gitu kan saya
download semua. Tapi saya paling sukanya sama pregnancy plus waktu itu). R
mengatakan alasan utama ketika download aplikasi adalah tampilannya
(...Bukan karena informatif atau apa fiturnya lebih banyak, enggak. Bener-bener
purely desainnya aja gitu sih...kaya visualisasi bayinya tuh kalo pregnancy plus
kan udah 3D apa segala macem, gitu. Terus bisa naroh foto saya juga.).
During pregnancy, R used the application of Pregnancy+. before she decided to
use Pregnancy+, R was suggested to use some applications by her friend.
There were The bump and “Teman Bumil” (my friend also used “Teman Bumil”,
because it was so funny). Her reason choosing pregnancy +, because she liked
 the look which looked clean (I liked the clean design, indeed. If “Teman Bumil”, it
was also good, but the cartoons were like, yeah it’s something like that). But she
confessed “Teman Bumil” was more informative (My friend said that the article
really suited with us. If we were in milestone condition, our chest was hot, then
they wrote the article about it when we felt in that week, what’s a complaint, and
the article appeared). According to R, pregnancy+ also was like the same as
“Teman Bumil” which had the article about the week, but that was in english
verison. Before she decided to download pregnancy+, R said she read the
review first and read the article “Top five pregnancy apps” then she downloaded
all applications and she chose what she liked. She only chose 1 application of
some applications that she had downloaded. (after I saw the review, it appeared
the top three and they were pregnancy+, Teman Bumil, the bump, and there
was one more, but I forgot, I downloaded all of those applications. But I liked
pregnancy plus more at that time). R said the main reason she downloaded the
application was because of its look (not because it was informative or the
feature, or not because the design. It’s like the baby’s visualization, in
pregnancy plus already had 3D and so on, then I can put my photo there.

f) Additional Information
*Untuk belanja kebutuhan R bisa belanja di offline maupun online (...Biasanya
saya liat di offline nih, …. repurchase lagi di online gitu biasanya). R lebih
memilih belanja offline karena bisa melihat barang dan bertanya-tanya kepada
penjual, apalagi yang berhubungan dengan skin care dan kesehatan.
*Buku KIA : R mengatakan dia tidak mempunyai buku KIA dan ketika ditanya
tentang buku KIA dia sama sekali tidak mengetahui tentang buku tersebut. R
mengatakan dia hanya menggunakan buku yang diberi dari Rumah Sakit.
Setelah diperlihatkan buku KIA, dia mengatakan buku KIA lebih lengkap dari
buku yang didapatnya dari Rumah Sakit.
*for shopping needs, R could buy in an online or offline (Usually I saw it in an
offline, there was re-purchased in an online). R preferred to choose buy offline
because she could see the goods and ask the seller, moreover it related to
skincare and health.
1. Creative Output
a) Response
Konsep 1 : Menurut pemahaman R gambar 1 (9 bulan terasa ringan) seperti
berfikir apakah ini apps untuk workout ibu hamil dan gambar 2 (sakit punggung
gak hilang-hilang) seperti apps media yang isinya artikel-artikel dan forum ibu.
Concept 1: According to R’s understanding, Picture 1 (9 months feel light) likes
thinking is this application to workout for the expectant mother and picture 2 (the
backpain is never gone) likes media application which the content is the articles
and a mother forum.
Konsep 2 : Menurutnya gambar 1(anak makan sambil senyum) sama seperti
gambar 2 (konsep 1), lebih ke apps media/online khusus parenting yang isinya
daily artikel/tips/konsultasi sama tenaga ahli. Kemudian untuk gambar ke 2
(anak makan serius), hampir sama seperti gambar ke 2 namun menurut R
visual kedua menggambarkan kalau artikel yang disajikan lebih serius.
Concept 2: According to her, picture 1 (A child eats while smiling) is the same as
picture 2 (concept 1), it’s more in media online application, especially for
parenting which the content is a daily article/tips/consultation with the experts.
Then for the second picture (A child eats seriously) it’s almost likes the same as
the second picture, but according to R the second visul describes if the articles
is more serious.
Konsep 3 : Menurut R, gambar ke 1 (USG) lebih menggambarkan aplikasi
Teman Bumil (...Jadi emang dikasih yang untuk ibu hamil gitu sudah yang kaya
sekarang Teman Bumil, jadi pas sih gitu.). Kemudian gambar 2 (Sepatu),
menurutnya tidak menggambarkan aplikasi kehamilan lebih menggambarkan
pinterest (...jadi nggak kepikiran tentang kesehatan atau kebugaran ibu hamil
gitu sih).
Concept 3: According R, the first picture (USG) is more describing the
application of “Teman Bumil” (so, it’s like this application is for the expectant
mother, so it’s like now “Teman Bumil”). Then picture 2 (shoe), according to her,
it doesn’t describe the application of pregnancy, it describes more pinterest (so,
it doesn’t think about health or fitness of the expectant mother)
Dari body copy yang disajikan, menurut R body copy di konsep ketiga
menggambarkan aplikasi dari Teman Bumil, kalau untuk body copy di konsep
yang lain belum cukup kuat menggambarkan seputar aplikasi Teman Bumil.
 Untuk hashtag, R mengatakan #MumsPastiBisa apps Teman Bumil bisa
mengatasi ketakutannya dalam menjalani peran sebagai ibu.
Menurut R, tagline Pegangannya Ibu Indonesia sangat related dengan
kehidupan sehari-hari Ibu di Indonesia.
For Hashtag, R said #MumsPastiBisa the application of Teman Bumil can
overcome the fear in serving as role of a mother
According to R, Tagline Indonesian mother’s grip is very related to the daily life
of Indonesian mothers.
b) Comprehension
Dari 6 gambar yang di tunjukan ke R, konsep ketiga - gambar USG yang
menurutnya menggambarkan aplikasi kehamilan lebih tepatnya
menggambarkan Teman Bumil. Untuk yang lain masih belum bisa
menggambarkan aplikasi kehamilan.
From 6 pictures which were showed to R, according to R the third concept –
picture USG really describe the application of pregnancy. More accurately, it
describes “Teman Bumil”. For the others, she couldn’t describe the pregnancy
application.

c) Relevance
Konsep 1 : Secara keseluruhan dari teks dan hashtag menurut R belum bisa
memahami dengan jelas maksud dari konsep yang disajikan (...masih agak
diawang-awang aja terasa ringannya itu gimana sih?).
Concept 1: overall from the text and hashatg, according to R, she couldn’t
understand clearly what does the concept mean which was provided. (I was a
little bit confused, what was the meaning of feel light?)
Konsep 2 : Secara keseluruhan, menurut R konsep menggambarkan tentang
kritik ke ibu yang sedang menjalani MPASI (...langsung jadi relate lah sama isi,
isi artikelnya gitu).
Concept 2: overall, according to R, the concept describes about a critic to a
mother who is undergoing MPASi (I was immediately related to the content of
the article)
Konsep 3 : Menurut R, gambar USG sangat sesuai dengan dirinya, baik dari
visual, teks dan hashtag. Menurutnya, gambar tersebut memberikan semangat
berubah status menjadi ibu (...saya kena banget untuk orang-orang yang baru
 apa yang kaya saya gini hamil anak pertama yang takut jadi ibu terus tiba-tiba
ada ini muncul yang nantang siap berubah kan? Terus hastagnya moms pasti
bisa. Jadi kita jadi semangat jadi pengen tau gimana sih untuk saya siap status
jadi ibu, gitu sih). Kalau untuk gambar 2 (Sepatu) menurut R isi dari konsep
tersebut susah untuk dipahami.
Concept 3: According to R, the USG picture really suits herself, both from the
visual and hashtag. According to her, the picture gives spirit to change the
status to become a mother. (it was really me for the new people, moreover I got
pregnant my first child who was afraid to become a mother, then suddenly there
was application who challenged us to become ready to change? Then the
hashtag moms can do, so we could encourage ourselves to know more how to
change the status to become a mother). For the picture 2 (shoe) according to R,
the content of the concept was difficult to understand.
d) Appeal
Menurut R, konsep ketiga gambar USG bisa menggambarkan tentang aplikasi
Teman Bumil dibandingkan dengan konsep yang lain dan menurutnya sangat
related dengan dirinya karena memberikan semangat untuk siap berubah
menjadi Ibu.
According to R, the third concept picture USG, it can describe about the
application of “Teman Bumil” if we compare it with the other concepts and
according to R, it is related to herself because it gives her spirit to be ready to
change the status become a mother.
Dari ke 6 gambar yang disajikan, secara keseluruhan R menyukai gambar USG
karena menurutnya gambar tersebut lebih strong kemudian pesan dan
visualnya sangat related dengannya (...yang kelima itu lebih strong aja,
messagenya, imagenya, jadi a…yang semuanya sih relate cuman yang paling
strong yang itu). Dan menurutnya konsep tersebut related juga dengan ibu-ibu
hamil yang lain.
From picture 6 which was showed, overall R liked picture USG because
according to her, that picture is stronger then the message from the visual is
related to her (the fifth one was stronger, its message, its image, so all of was
related to another expectant mother).
e) Similarity
 Menurut R, konsep 1 sama seperti nike plus, aplikasi untuk workout ibu hamil
dan seperti forum female daily / media online yang menyajikan
artikel/tips/konsultasi dengan tenaga ahli.
According to R, the concept 1 was like the same as nike plus, the application for
workout the expectant mother and it was like a forum female daily/media online
which presented the article/tips/consult with the experts.
f) Final Thoughts
Setelah dikonfirmasi ulang, secara keseluruhan R menyukai konsep ketiga
(perjalanan), hashtag #MumsPastiBisa dan tagline Temani Perjalanan Ibu.
After being re-confirmed, overall R liked the third concept (journey), hastag
#Mumspastibisa and tagline temani perjalanan ibu
g) User Experience
Ketika ditunjukan tampilan aplikasi, R mengatakan kalau dia tidak familiar
dengan fitur dari Teman Bumil, seperti checklist dan grafik pertumbuhan janin,
untuk forum R sudah mengetahuinya.
When she was showed to the application view, R said if she didn’t know with the
feature of “Teman Bumil” like checklist and graphics about the fetus’ growth, and
she had known about the forum.
h) Additional image
R menyukai gambar ibu hamil dengan tampak depan, dia mengatakan duduk di
sofa lebih nyaman. Kemudian R menyukai visual yang related dengan yang
dialami ibu hamil (ibu pegang perut kesakitan tampak depan) R mengatakan
lebih natural. R lebih suka pengambilan angle dari samping (gambar kanan), R
mengatakan gambar yang disajikan harus related dengan topik yang
disampaikan (...kalo topiknya lagi liburan atau refreshing masuk-masuk aja sih
gitu).
R liked the picture of the expectant mother with a front view, she said sit on the
sofa was more comfortable. Then R liked the visual which was related to what
experienced by the expectant mother (mom holds the stomach in pain from the
front view) R said it was more natural. R preferred to take an angle from the
side(right picture), R said the picture was presented should be related to the
topic, which was delivered. (if the topic was about holiday or refreshing, it still
made sense)
1. Comments and Suggestion
 R mengharapkan, apa yang disajikan Teman Bumil dapat memberikan informasi
yang membahas tentang super women (...Harus yang tahan banting, tahan
mental segala macem. Jadi nggak hanya melahirkan that’s it cuman abis itu ada
juga perjalanannya. Jadi siap nggak digembleng jadi ibu yang strong, ibu yang
kuat gitu sih). Kemudian R menyarankan untuk diperbaiki di tampilan depannya
dan tampilan dibuat lebih clean dan minimalis (...Yang gambar pertama iitu font
kota-kotak gitu agak agak kaku sih menurut aku ya).

R expected, what was presented by “Teman Bumil” could give information which discussed
about super women ( Must be hardiness, mental resistance, and so on, so it’s not about giving
birth, but there was also the journey, so are we ready to be forced to become a strong mother)
then R suggested to repair the front look and made it cleaner and minimalist ( the first picture
was the checkered even it was a little clumsy, according to her).