Crafting the world’s number one Maternity App: Pregnancy+
Whilst at Philips I worked as part of a small design team as the Senior Product Designer on multiple applications including the Pregnancy+ app which went on to become the #1 pregnancy app worldwide.
Pregnancy+ already existed as an app before Philips purchased the company. I was brought on to redesign the app UI and UX from the ground up with the latest technology and best practices. I was also tasked with designing multiple pregnancy trackers and other new features to improve the app’s functionality.
My role
- Senior Product Designer
- UI Design
- UX Research and Design
- Animation and Illustration
- Promotional Graphics and Videos
The Pregnancy+ app
The #1 worldwide pregnancy app supporting expecting parents through their pregnancy.
Enhance Your Pregnancy Journey with Comprehensive Health Trackers
We developed a suite of comprehensive trackers in the Pregnancy+ app, designed to help expectant parents closely monitor their health and the baby’s development throughout the pregnancy.
Daily personalised content
With daily pregnancy info, diet, exercise and labour info, colour and scan images reflective of baby development, and week by week info, Pregnancy+ supports parents throughout their journey.
Designing features to maximize social media virality
I designed a feature in the Pregnancy+ app that enables users to share their pregnancy milestones. This sharing capability is designed to enhance community engagement and drive organic growth by encouraging users to invite friends and family to the app, leveraging social media’s viral potential.
Monetising a free-to-use app
The Pregnancy+ app is a free-to-use app with no paid-for account options. The app makes its revenue from internal advertising of Philips and carefully selected partners’ products.
The in-house built advertising system is designed to only promote contextual ads that are relevant at the right stage of pregnancy. For example, a feeding bottle would not be advertised to a user that is 1 month pregnant. However, you would advertise them to a mother who is close to their birth date and will actually need the product.
My design process
I meticulously apply the Triple Diamond design process to ensure exceptional product outcomes from ideation to launch. During the Discover phase, my approach involves comprehensive user research—utilising interviews, ethnographic studies, and competitive analysis to gather deep insights that inform the foundation of our design strategy.
In the Define phase, I take these insights forward, employing advanced prototyping tools and methods to iterate designs rapidly. This allows for effective validation and refinement of concepts, ensuring they meet both user needs and business objectives. My expertise in UX tools like Sketch and Figma, coupled with my ability to synthesize feedback, plays a crucial role here.
The Deliver phase sees me overseeing the final adjustments to the product’s design, ensuring every detail aligns with the established user requirements and quality standards. This stage involves close collaboration with development teams to guarantee that the implementation is seamless and that the final product resonates with the target audience.
Throughout these phases, my leadership is characterised by a proactive approach to problem-solving, commitment to excellence, and a deep understanding of user-centered design principles. My strategic vision and meticulous attention to detail ensure that we consistently surpass client expectations and deliver innovative, market-leading products.
Pregnancy+ video overview
Results of the work
“The app has become a huge success with over 50 million users globally. It is now the #1 Pregnancy App world wide”
Loved by millions of parents around the world
The Pregnancy+ iOS and Android app have been a huge global success for Philips. With over 50 Million downloads and over 2 Million positive reviews, this app has supported many expecting parents throughout their pregnancy.
The free apps provide both useful guides as well as trackers to monitor your pregnancy. Speak to any expecting parents and they will probably have heard of Pregnancy+ if not be actively using it.
