Developing the solution

The initial development phase saw 10x create a selection of hardware badges that pregnant women wear. Once the button on the badge is pressed, it sends a notification to smartphones within a 15 foot radius which means commuters that opt-in are notified when a pregnant woman needs a seat, even if they’re busy looking at their phones. As it uses Beacon bluetooth technology, it works underground without the need for a signal or wifi.

After user testing the badge and conducting contextual inquiries it was found that users preferred to have some less bulky and on them at all times.

After reviewing the user feedback 10x replaced the hardware badge with an app. This change would significantly reduced the cost and enables pregnant women in 155 countries to download the app and discreetly ask for a seat. 

10x is now speaking to a number of brands about integrating the technology into their apps and operating systems. This would enable millions of devices to listen out for Babee on Board notifications.