Skills: UX Design, User Research, UI Design, Collaboration, Typography
We removed the "family sharing" feature.
We realized that people who live in the US are less family-oriented compared with other Western countries.
🚀 Onboarding Iterations
🤰 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.
🧗 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.
💪 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.
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.
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.
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.
⚖️ 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:
🍳 Custom Icons
🔮 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.
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.
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.
🍳 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.
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.