How an Instagram Account Became App of the Week
Solid Starts came to us at a turning point. They had already helped thousands of families take their first steps into baby-led nutrition. Their next challenge was finding the right format to carry that message further. That's when we partnered with them to turn knowledge into guidance and information into action.
Solid didn't start as an app. Like many others, it began as an Instagram account, a place to share clarity around baby nutrition.
Then came the PDF guides. A way to organize that knowledge and keep it close. Designed to help parents feel more confident about what, when, and how to feed their babies. Something they could print, hold on to, and refer back to when things felt uncertain.
But parenting doesn't happen in static moments. And food decisions rarely wait for you to scroll.
When Growth Demands a New Shape
That's when the product evolved from a resource to a tool, from a document to an interactive platform that could respond in real time, adapt to different stages, and support parents across a longer journey.
But that shift raised new challenges. A PDF is easy to share; an app needs to earn its place. One-shot value had to give way to lasting engagement. Most importantly, parents weren't looking for information; they were looking for guidance.
Designing for the Role
The key was creating updates that weren't just visual. They were structural. Strategic. Made to support the deeper role Solid Starts was now playing in a parent's life.
Our challenge was to rethink how content should appear across platforms, from static screens to dynamic, contextual support. Key journeys were rebuilt using React Native, enabling faster updates and more intuitive flows. New features were introduced to meet parents where they are: mid-meal, mid-meltdown, and mid-growth spurt.
When your audience grows with you, your format needs to grow too.
When the format evolves, the message moves forward. And for teams sitting on knowledge, tools, or community, that evolution might not be a leap. Just the next shape their product needs to take to keep reaching new heights.
