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.
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.
Bumpie gallery stickers
Is it safe tool
Birth preferences tool
Baby memories tool
Baby feeding guide
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.
To read more about the design process, check out the case study on the blog
It takes a whole team to design mobile IOS and Android apps. Here are just a few that made it happen.
Art Director: Amanda Wu
Senior UX designer: Loretta Robinson