NewMom
Pregnancy mobile app
The problem:
How might we offer more value to the app used by pregnant women?
THE PROJECT
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The product: NewMom is a pregnancy mobile app.
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The target persona: pregnant and moms.
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The goals:
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To create the reference pregnancy app in the market, concretely, we wanted to focus on the niche of nutrition during pregnancy. Given our personal and professional experiences with the subject, we already had an idea of the market situation. We knew that obtaining nutritional information during pregnancy was not an easy task, so we took the assumption as a challenge.
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THE APPROACH
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Research:​​​
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Pregnant nutrition research​
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Business & Competitors analysis
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Surveys & Interviews
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Affinity Diagram & Empathy Map
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User Persona & User Journey
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Problem to solve (user)​
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Value proposition
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Ideation:​​
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​Business & Competitors Design
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Interfaces audit ( Heuristic Evaluation )
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Value Proposition canvas
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Design & Testing​​
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​Design strategy
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User Flow & Site Map
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Name & Logo
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Moodboard
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CRAP Principles
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Wireframes & Prototypes ( Multi states screen / Dashboard )
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Testing ( 1 concept, 2 usability, 1 design critics & 1 desirability test )
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THE PROJECT SETUP
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Project duration: 8 days, Nov 2022
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Team: 2 UX/UI Designer
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Tools: Figma, Miro, Trello, Adobe XD
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My role: UX/UI Designer responsible and executor of the project. Developing and putting into action the user research strategy. Responsible for the experience strategy of defining a core MVP and a new design system.
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Responsiveness & Adaptatives​​​
PROJECT STRATEGY
UX STRATEGY BLUEPRINT
Before fully jumping into the Design Thinking methodology, we begin by establishing a Project Strategy through the use of the User experience (UX) Strategy Blueprint.
RESEARCH
CSD MATRIX ( Certainties - Assumptions - Doubts )
The Goal: define where it will focus the efforts and get answers to the doubts.
( CSD matrix before research )
GUILD DESK RESEARCH​
The Goal: confirm there is evidence about the impact of nutrition during pregnancy and the importance of having easy access to a consensus and reliable nutritional information.
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We were able to ascertain the existence of myths regarding pregnancy nutrition.
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How an inadequate diet during pregnancy can have repercussions on the development of type 2 diabetes and obesity in the child.
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How a balanced diet of the mother during pregnancy is essential for the health and development of the child.
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Maternal and foetal undernutrition cause more than 10% of diseases.
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Approximately 165 million children are stunted due to inadequate nutrition, poor vitamin and mineral intake, inadequate care and disease.
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Stunting rates among children are highest in Africa and Asia. In East Africa, 42% of children were affected.
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Globally, anaemia affects 42% of pregnant women.
BUSINESS & COMPETITORS ANALYSIS​
DIRECT & INDIRECT
( Business & Competitors Analysis )
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Nutrition category: 6 of 9 apps do not have a nutrition category.
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Chat/Community: 6 of 9 apps do not have a chat/community.
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Professional advice: 7 of 9 do not have access to professional advice.
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Pregnancy monitoring: 4 of 9 have pregnancy monitoring.
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To do list/appointment: 4 of 9 have a to do list/appointment.
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Blog: 8 of 9 have a blog.
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Users satisfaction (1 to 5): 4,5 points of satisfaction.
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Ios/Android/Website: 7 of 9 apps are available at the same time in Android & IOs.
ANALYSIS RESULTS
Conclusion: we can confirm that most competitors do not have a nutrition category in their app, so we take this information as an opportunity to set ourselves apart from the competition.
SURVEYS ( quantitative tool )
Do you have questions about nutrition during your pregnancy?
What kind of information do you need during your pregnancy?
The Survey (quantitative tool):
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Target: 100 people.
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Selection criteria: pregnant women and new mothers.
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10 questions.
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Responded: 93 people.
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The Insights:
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About if they have questions about Nutrition during pregnancy: 62 of 93 answered YES.
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About which kind of information they need during pregnancy: 61 of 93 answered to need a Nutritional info during pregnancy.
USER INTERVIEWS ( qualitative tool )
The Goal: reinforce all the previous funds and know what pregnant and moms think about the nutritional information they receive during pregnancy.
The Interviews ( qualitative tool ):
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Target: 5 people.
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Selection criteria: pregnant women and new mothers.
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Semi structured interview guideline.
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10 questions.
The Quotes:
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“Yes, I ask my nutritionist regarding what I can eat or not”.
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“Yes, what I can eat, what I’m supposed to not eat, how to be sure I don't gain some weight through my pregnancy and knowing what I'm supposed to eat”.
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“I have enough information but it’s difficult to have access“.
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“When you go on the internet, one side can say YES and the other one say NO or MAYBE, regarding nutrition“.
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“It depends but sometimes I am lost in a lot of information“.
The Insights:
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Pregnant people have questions about Nutrition during pregnancy.
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Pregnant people do not know what to eat or not during pregnancy.
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It is not easy to have access to nutritional information during pregnancy.
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Pregnant people do not find a consensus in the Nutritional Information.
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Pregnant people do not have access to reliable information on the internet.
AFFINITY DIAGRAM ( qualitative & quantitative )
Analysing all our findings, we can say that:
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The internet is the most used search source.
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Pregnant women use pregnancy apps during their pregnancy.
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The most used app is Pregnancy+.
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The main pain points found were:
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The fact of asking their-self questions about nutrition throughout their pregnancy.
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Do not know what to eat or not to eat during pregnancy.
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Do not have easy access to Nutritional information.
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Do not have a consensus and reliable information about nutrition.
The user's needs are:
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To have a pregnancy app with all the information centralised.
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To have a consensus and reliable Nutrition category in their pregnant app.
EMPATHY MAP CANVAS
The Goal: to make sure I empathised with the user.
( Empathy Map Canvas )
CSD MATRIX ( Certainties - Assumptions - Doubts )
( CSD matrix before research )
( CSD matrix after research )
USER PERSONA
Monica, a happy expecting mother. She’s pregnant, she wants a healthy pregnancy
and receive good advice about nutrition.
( User Persona )
USER JOURNEY MAP
Monica Journey Map
( Journey Map )
Her motivation: to know what she can eat during her pregnancy.
Her final goal: to have a healthy pregnancy experience.​
Monica steps:
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1: She wakes up.
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2: She wants to have breakfast, she is hungry but she doesn't know what she can eat.
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DESIGN OPPORTUNITY
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3: She checks her pregnancy app, but she realises that the pregnancy app does not have a “Nutrition category”.
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4: So, she decides to check on the internet. After 15 min of research, she does not get any reliable information.
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5: So, she calls her doctor to know what exactly she can eat. Her doctor does not give her a precise answer.
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6: So, she decides to prepare her breakfast with no clear answer to her question.
PROBLEM TO SOLVE
USER
Pregnant women need to know what they can eat during pregnancy because information on apps and the internet is missing, not consensus or unreliable and makes them disappointed and worried.
VALUE PROPOSITION
With our product we will:
In general:
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Facilitate access to all the necessary information during pregnancy.
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Centralize this information (nutrition, sports, meditation, etc) in an app.
Concretely:
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Facilitate access to Nutritional Information during pregnancy through a Nutrition category in the app for pregnant women.
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Provide consensus in the Nutritional information.
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Provide reliable Nutritional information.
IDEATION
BUSINESS & COMPETITORS DESIGN
INTERFACES AUDIT ( Heuristic Evaluation )
The goal: make an evaluation of the current most used app according to the results of our research, Pregnancy +.
PREGNANCY + APP
MAJOR ISSUES AFFECTING THE COSTUMER JOURNEY
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Aesthetics and minimal design.
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Help and documentation.
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Match between system and the real world.
VALUE PROPOSITION CANVAS
The Goal: to visualise the value we are going to add
( The Value Proposition Canvas )
DESIGN & TESTING
USER FLOW
( User Flow )
SITE MAP
( Site Map )
DESIGN INSPIRATION
NAME & LOGO
For the name of the app, we wanted to make a play on words, matching with a logo that can be seen the shape of a woman and a baby in her belly, both forming a heart. For the colors we used the gradient of the main colors blue, purple and pink.
MOODBOARD
MVP ( Minimum Viable Product )
NEWMOM DESIGN APP
LOW-FI WIREFRAME & CONCEPT TESTING
MID-FI WIREFRAME/PROTOTYPE & 1st USABILITY TEST
HI-FI PROTOTYPE
For the design: we followed the CRAP principles ( Contracts, Repetition, Alignment, Proximity), we create a Dashboard in our app and a multi states screen.
RESPONSIVENESS
THE CONCLUSION
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With the results obtained from our research, we have been able to confirm the importance of nutrition in pregnancy, the lack of accessibility and consensus of the nutritional information made available, and the need for pregnant women to have a multidisciplinary app where they can find all the information they need in their pregnancy, including nutritional information and having access to a specialist.
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Finish developing the nutrition category in the application, as well as news, sport, meditation, specialist appointment, baby, agenda).​​
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Once the changes are made in the application, the subscriptions and abandonment rate should be analyzed.
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