A booking platform parents actually trusted with their kids.
600+ vetted caregivers across the UAE. The site needed to make safety and screening visible, without making the booking flow feel like a job interview.
- Client
- Peekaboo Nannies
- Sector
- Childcare · Booking platform
- Engagement
- Discovery → Build → Launch
- Year
- 2026
✱ § 01 · The brief
What they actually needed.
Peekaboo Nannies connects UAE families with vetted nannies and babysitters: hourly, daily, and live-in arrangements. The vetting is real (police clearance, medical, references, DHA-aligned childcare training) but the legacy site asked parents to read four paragraphs of reassurance before they could even see a caregiver profile.
Trust was the product. The trust signals lived on a static FAQ page two clicks from booking. Parents abandoned at the inquiry form because the reassurance wasn't where the anxiety was, and 81% of inquiries arrived between 8pm and 1am, when offices were closed.
“Parents don't read FAQs at midnight. They want to see a face, a badge, and a 'book Saturday morning' button.”
✱ § 02 · Our approach
Three bets, in order.
Vetting badges on every caregiver card.
Police check ✓, Medical ✓, References ✓, Years of experience inline. Visible at the moment of decision, not in a footer, not behind a tooltip. Each badge links to a one-screen explainer, not a wall of text.
Booking starts with one question.
When do you need help? Date and duration first; caregiver matching second. The flow asks parents what they actually know, not their requirements list, not their full address.
Live ops support on the booking page itself.
WhatsApp Business widget on every caregiver card during business hours, with a clearly stated response window after-hours. Late-night inquiries get an automated 'we'll be in touch by 9am' acknowledgement.
✱ § 03 · Process · 10 weeks
From kickoff to shipped.
Wk 1–2
Discovery + family interviews
Eight family interviews (one with a recurring booker). Pulled 90 days of inquiry-to-booking data. Identified the 22-minute median booking time as the single biggest abandonment driver.
Wk 3–4
IA + caregiver schema
Designed the caregiver profile schema: vetting status, languages, age groups, willing-to-travel, recurring/one-off. Migrated 600+ profiles from spreadsheets into a structured CMS.
Wk 5–8
Build · matching + ops
Next.js storefront, custom matching engine, WhatsApp Business integration, ops dashboard. First end-to-end booking with real handover end of week 8.
Wk 9
Soft launch + ops drill
10% of inquiries to the new flow for one week. Ran an after-hours ops drill. The auto-acknowledgement worked, the human handover at 9am needed a queue dashboard.
Wk 10
Full cutover + parent comms
100% of inquiries on the new platform. Sent existing customers a one-time email introducing the saved-caregiver shortcut. Old form kept hot as a fallback for 14 days.
✱ § 04 · Gallery · key screens
Selected screens.
✱ § 05 · Results · measured 6 months post-launch
What changed, in numbers.
- +178%
- Completed bookings
- −72%
- Median booking time
- 92
- First-week NPS
- 600+
- Vetted caregivers
Versus 90 days pre-launch
22 min → 6.2 min
From parent feedback (n=140)
Live catalogue with full schema
✱ § 07 · In their words
Parents stopped DM'ing us at midnight asking the same three questions. The site finally answered them.
Operations Lead
Peekaboo Nannies · Peekaboo Nannies
✱ § 08 · Tech stack
What's running.
- Storefront
- Next.js · Tailwind v4
- CMS
- Sanity (caregiver schema)
- Communications
- WhatsApp Business API · Resend
- Ops
- Custom dashboard · Slack alerts
- Analytics
- GA4 · Plausible
- Hosting
- Vercel · Cloudflare
✱ § 09 · Team
Who built it.
- Affan Manzoor
- Project lead
- ChampX design
- Profile + booking design
- ChampX engineering
- Matching + WhatsApp
- ChampX content
- Vetting copy + FAQ
✱ § 10 · Honesty section
What we’d do differently.
01 · Underestimated the late-night inquiry pattern
Built for 9-to-5 ops. 81% of inquiries land after 8pm. Added a structured auto-acknowledgement and queue dashboard in week 11. Should have been in v1.
02 · Caregiver photos needed brand guidelines
Profile photos varied wildly: selfies, professional shoots, blurry crops. Issued a one-page guidelines doc and offered a free shoot for the top-50 caregivers in v2.
03 · Repeat-booking should be a one-tap action
Returning families re-searched for their preferred caregiver every time. Added a 'book again' shortcut on the order confirmation in v2. Wish we'd shipped it day one.
