The Mobile Art Director and I worked together to re-design BabyCenter’s two apps into one. We focused on improving more native navigation, improving the transition of content from pregnancy to baby, and re-skinning the app with an updated visual design.
Team: Mobile team
Platforms: IOS/ Android
Role: Sr. Product Designer
Timeline: 6 months from start to finish
In 2015, BabyCenter had 3 different apps for different stages of parenting. We found that even though BabyCenter provided an additional 2 years worth of valuable advice and content for new parents, there was too much friction to find it. This resulted in a huge drop off of use in our second app, My Baby Today.
My Pregnancy Today
The leading pregnancy resource for moms-to-be.
My Baby Today
A resource for parents of newborns through the age of 2 years.
A parenting resource full of articles and social content for parents with children over the age of 2.
While the primary goal was to help new moms find the right content and continue to be supported by BabyCenter on their journey through motherhood, we had some additional goals as well:
Previously Android had tabs on the top of the screen and IOS had tabs on the bottom. Our goal was to adhere to a more native pattern for Android, which at the time was using a material design drawer menu. We tested the side drawer with Android users and found it more intuitive to use.
My art director did several iterations of how to switch between
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.
The number one reason for re-designing the app was to increase conversion rates once a pregnant user became a parent. We set out to create 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.
At the time a lot of competitors had already made a switch from multi-app to two apps. I studied what sort of prompts and messaging were asked.
A mother’s journey from conception throughout her pregnancy and into motherhood is marred with so many moments of discomfort, volatile emotions, and self-doubt. Pregnancy terms are also not a one-size-fits-all experience. Every pregnancy starts out with a 40-week term, but some mothers give birth early, and some late. The key moment that we needed to solve for was getting mom to tell us she had given birth and was now ready for baby content instead of pregnancy content. This was the crux of this entire re-design.
Traditionally in the My Pregnancy Today app, at the end of 40 weeks, the app would end with a “congratulations! You’ve had your baby!” and provide a small prompt to go download the next app. This approach was not very intelligent or personalized to each mom’s unique experience.
We weren’t sure how prominent we should make the prompt. We explored both an inline approach and a sticky approach.
The inline approach was larger and had more room for visuals and buttons. The downside being that it would be more difficult to place it on multiple weeks.
The sticky solution has a more prominent placement, but less real estate to add in the messaging and buttons needed.
Because we were starting from scratch with the code, we saw this as a huge opportunity to update the color palette and the visual look and feel of the app. We would focus on these things:
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