Ux/UI Design & UX Research
Designing super tool for mothers.
Partnering with the Leva team for my capstone project at the General Assembly bootcamp. Leva means to lift. Leva was founded with the mission of supporting women on their journeys to be successful in their lives and careers. This project was a first iteration of Leva: Mom and Baby Tracking iOS mobile app.
Our team was assigned to identify the essential features for the initial launch of the iOS Leva app. The app was designed to assist new mothers in their journey of motherhood, particularly concentrating on providing lactation support.
Personalized application centered around monitoring critical breastfeeding data, alongside provisions for guidance from lactation experts and peer support.
I utilized the d.school’s 5 stages of design thinking for this sprint.
Survey
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User Persona
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User Journey
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User Interviews
Competitive Analysis
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Affinity Mapping
Kicked off our MVP research with a survey for quick problem validation, feature prioritization, and efficient user insights.
Do/did you have any challenges while breastfeeding?
What emotions come/came up for you during these challenges?
What information on breastfeeding do/did you turn to for help?
What information or support do you wish you had?
Do/did you have support during breastfeeding?
What kind of support is/was the most helpful and comforting?
During this period, do/did you track any information about your baby?
What information do/did you track?
We got 62 responses
From Mothers from Seattle community Facebook group
Professional Help
Support from other moms
Bring awareness to the subject
Moms don't know how helpful articles and videos are because they can’t gauge if it's working or not, each body is different
Competitive analysis delved into the core features offered by direct competitors in the baby tracking app market. This insightful exercise revealed a clear consensus among top players, highlighting the functionalities parents consider most valuable. Analysis identified six features consistently featured in bold red tables, signifying their paramount importance:
Forged from real-world data and user insights, meet Elena Grace, the heart of the design decisions.
Sparking Solutions for Elena: Three Ideation Sessions with 7 participants in total to Empower New Mothers.
Ideation sparked. Trends emerged:
Tracking important information
Help from others
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Professional Help
A way to bookmark helpful articles/ Q&A’s / videos
Libraries of videos & articles
Milestone Checklist
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Tracking important information in a personalized way.
Access to a trusted and consistent Lactation Consultant in times of need. One who is invested
in Elena’s struggle.
A way to chat with other mother’s going through similar struggles to build a tight-knit community.
Before prototyping I wanted to align with stakeholders on architecture and visualized the user journey through the user flow. This helped us to identify problems early and to prioritize features.
LImmediate access to Leva's trusted Lactation Consultants.
Access to personalized articles written by Leva's experts.
Tracking of Nursing, Pumping, and Diapers. Baby's profile with milestone tracker and an option to add any other important tracking information.
The place where moms can chat with other moms based on the desired topics.
Nailed user-friendliness early with Mid-Fi testing, building a rock-solid MVP foundation before prototyping Hi-Fi.
Nursing and pumping sounds alike Does LC accept my insurance?
Many forum topics, so it can be confusing if I am not sure what am I looking for.
Does LC accept my insurance?
Confusing Video call with Laura button, as it looks like once you click the video call will begin right away.
Organic shapes took center stage as the core design element, evoking a sense of natural flow and nurturing, perfect for a maternal audience. With three distinct design visions and limited time, aligning on a unifying aesthetic became our top priority.
Filtering of mother’s personal challenges with questions to lead them to articles, videos, LC, etc as first steps to help.
At the end of Pumping have a wrap-up on the mom’s latch and experience. Suggestions for helpful articles and videos can pop up for more specific support.
Add info page for Lactation Consultants.
More usability testings for scrollable tracking pages, as it could be time-consuming to scroll all the time.
Decide on Forum interaction and moderating.
Decide on app cost, Premium features, and setting up an e-commerce checkout flow.
SOCIAL MEDIA: create webinars or classes on Instagram Live to gain a following through trust and familiarity of your LC’s, coaches, mission, and brand. Could potentially have women on LIVE getting help from an LC or Coach. Their incentive could be to get a free coaching session or access to Premium for sharing their story.