baby journal icon

Baby Journal

Product Design Case Study

Baby Journal is a holistic pregnancy and motherhood app that enables mothers to capture, craft, and memorialize the pregnancy and motherhood experience for an intimate audience.

The core feature of the app is a narrative photojournal. Photos can be edited, embellished with custom stickers, and associated with milestones.

  • Released Product / Go to Appstore
  • Timeline: 5th Nov 2020 โ†’ 24th Jan 2021
  • My Role: User Experience Lead / Product Lead
  • Skills: UX Design, User Research, UI Design, Collaboration, Typography
product case study examples

โœ๏ธ Highlights

We removed the "family sharing" feature.

We realized that people who live in the US are less family-oriented compared with other Western countries.


๐Ÿš€ Onboarding Iterations

onboarding iterations

๐Ÿ’ก Opportunity

๐Ÿคฐ New mothers want to journal their motherhood experience in a linear, coherent, and customizable way.

Pregnant women and new mothers seek ways to journal their motherhood journeys, as evidenced by heavy usage of existing media like photo-sharing apps (e.g. Instagram, Facebook) and blogs. However, these generic solutions do not meet the specific needs of the new mother demographic.

๐Ÿง— Market Landscape

  • No mobile app offers that service our target market segment with a photo journal format.
  • Users are not happy with existing sticker styles because they are too cartoonish. They want something elegant and cute.
  • illustration

    ๐Ÿ’ช In-house capabilities

    1. I was confident in my ability to design 2000+ custom stickers for Baby Journal within 4 months. My typography education helped a lot.

    2. We had already developed a photo editing app, so there was no need to start from scratch.

    โฃ๏ธ Empathy

    We needed to understand how pregnant women think and feel about their pregnancy process. And after the pregnancy, they need to keep track of their babies. We researched with potential users to gain a deep understanding of their needs.


  • They are excited about the process
  • They want to share pictures of their babies on social media
  • They don't want to miss any precious moments
  • They buy t-shirts with milestone stickers
  • They like to create before and after collages.
  • โ€๐Ÿ‘ฅ Personas

    We have 2 personas. Sarah is a businesswoman and needs a quick way to keep her baby's growth. Janet wants to create visual memories but she has not visual creativity.
    product case study examples product case study examples product case study examples product case study examples

    ๐Ÿค” Ideation

    Uninterrupted, customizable storyline format.

    According to the user research and competitor analysis, we iterated on the 'Feed Page', the most important page on the app. While thinking about the storyline of the user experience, we tried to build it according to the "hook model". We wanted to build an experience that provided an uninterrupted traversal of the storyline of the user.

    Additionally, our customer research indicated that there was a demand for a sophisticated and stylish experience, versus an infantile, cute aesthetic.

    baby journal ideation

    โš–๏ธ Align UX with the strategic vision

    How can we minimize friction and create the shortest onboarding experience?

    We wanted to signal the intent of the core features and make them enjoyable. Commitment to the app for the duration of the pregnancy/motherhood experience was paramount. Customers need to be hooked on the idea immediately. We planned multiple flows:

    ๐Ÿฅฐ Moodboard

    product case study examples

    โ€๐Ÿณ Custom Icons

    product case study examples

    โ€๐Ÿ”ฎ MVP vs Future

    First-time users don't have a history or memories yet, so we saved time on the development side by deferring this to a later version.
    baby journal mvp

    โ€Quick UI Guide for Developers

    I designed a quick guide for developers to see details. I also added all the icons with variations (girl and boy versions) for ease of development.
    baby journal mvp

    โ€Virality Pages

    Our focus was to make virality pages look eye-catching for moms. Picked matching colors with the brand identity of the corresponding social media apps.
    baby journal mvp

    โ€๐Ÿณ App Icon

    The app icon was challenging. We had to come up with contrast, cuteness, and colors that matched the rest of the UI.

  • In version 1 we thought to add graphics that hinted at the journal feature. But it was not cute enough.
  • We struggled with the hair in version 2 - it looked like a pigtail.
  • Version 3 was cute enough but the colors were not just right. The whole team pooled their creativity for the last two versions and we decided on a final.
  • product case study examples

    ๐Ÿ“™ Conclusion

    It would be easier if we had included someone with a recent birth experience in the team to supplement our customer research.

    After Baby Journal was launched, we obtained 100,000+ users in 4 months. Our App Store rating is 4.7 with 1.9k votes. Careful study of our target market segment - expecting and new mothers - allowed us to execute a convincing strategic vision. The result was a successful app.


    Got an idea for a collab? Let's chat.

    Schedule a Meeting โ†’ Send me an Emailโ†’ resumeDownload My Resume
    Hi ๐Ÿ‘‹ Let me customize the case study based on your role! User Centered Design is in the core of my design work. I have 3 different types of users for my portfolio. According to my user research I decided to customize the sections for you. question-mark
    down arrow