How might we modernize our out-dated app experience and improve conversion rate from pregnancy to baby content?

In 2015, BabyCenter had 3 individual apps apps for parents in different stages of parenting. One was the pregnancy resource for parents-to-be. Another served new parents information about their newborn up to it’s first birthday. The third catered to parents with children older than one year.

 

We found that the transition rate from the pregnancy app to the baby app was low and that parents either were not aware of the other BabyCenter apps, or they didn’t want to make the effort to download a new one.

 

In short, they hoped for more content, but expected it to be one fluid experience in the same app. 

 

So we listened and decided to combine our pregnancy app and our baby app into one: My Pregnancy and Baby Today.

Babycenter Apps design

GOALS

  • To modernize the look and feel
  • To increase user engagement with useful tools
  • To improve the transition from pregnancy stage to baby stage
  • To increase the longevity of use

IMPROVING THE NAVIGATION CONSTRUCTS

The new design pays close attention to native navigation constructs for both platforms. The circular “dial” tells mom what week of pregnancy she is in and she is now easily able to navigate forward and back to other weeks.

updating-navigation

PROVIDING VALUE WITH USEFUL TOOLS

Babycenter app - bumpie stickers tool

Bumpie gallery stickers

Babycenter app - is it safe tool

Is it safe tool

Babycenter-tools-birth-preferences

Birth preferences tool

Babycenter app - contraction timer

Contraction timer

Babycenter-tools-memories

Baby memories tool

Babycenter app - feeding guide

Baby feeding guide

IMPROVING THE TRANSITION FROM PREGNANCY TO BABY EXPERIENCE

LorettaMay Design - BabyCenter Stork Illustration

Have you had your baby yet?

The number one reason for re-designing the app was to increase conversion rates once a pregnant user became a parent. We created a simple flow that would pause and say congratulations and then ask for the information we needed to transition the user into receiving “child” content.

PROCESS

To read more about the design process, check out the case study on the blog

Credits:
It takes a whole team to design mobile IOS and Android apps. Here are just a few that made it happen.

 

Design:
Art Director: Amanda Wu
Senior UX designer: Loretta Robinson

 

Product Management:
Stephen Klop

 

Developers:
Jully Lau
Alex Leite
Amir Rezvani