Pregnancy app
From concept to launch
Overview
Project summary
What the team achieved during the 1 year, from concept to launch.
My Role
I was given the responsibility of leading the design for this project. I worked closely with the product manager, research lead, marketing team, and developers through the duration of the project.
Deliverables
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Competitive product feature inventory
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Wireframes
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User personas
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Interactive prototypes
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Usability testing report
Discovery
Learning more about existing apps
In the beginning stages of this project, we had no idea which phase of the pregnancy journey this product would be catering to: pre-pregnancy, during pregnancy, or after pregnancy. To start that process, I looked at a few products that targeted each of the different pregnancy phases to come up with a feature inventory and noted down the pros and cons observed in each of the apps.
Producing a concept design
Through this exercise, I selected a few key features which I personally thought would be ideal to include for our MVP and started to do some mid-fi, then high-fi designs, and prototype that was used for stakeholder buy-in. During this time, I also came up with 3 colour palette options for the app, which was used to test market opinion during the quantitative research phase.
Learning more about the local women
At the same time, we engaged an agency to carry out qualitative and quantitative research to find out the needs and frustrations of pregnant women in Cambodia. The research lead and I then distilled the following key findings:
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Needs are differed for first time pregnancy vs second time pregnancy
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Pregnant women in Cambodia are mostly reactive when it comes to obtaining for information
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More trust in information that comes from immediate family members and friends
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Many pregnant women continue to work and/or are still the primary caregivers in their household
Define
Identifying our potential target audience
We developed 2 user personas to focus design efforts on solving the users' problem and to align the team's focus.
Brainstorming with stakeholders
A two-day workshop was done with local stakeholders to identify our target audience as well as key features to include in the Minimum Lovable Product (MLP).
During the workshop, stakeholders took part in the brainstorming of "How might we" statements and identified key problem statements through the exercise.
Ideation was done with the problem statements in mind and put on a value effort matrix to identify MLP features.
Develop
Prototyping with findings in mind
With the research and workshop findings, I made adjustments to the concept designs, then worked on the discussion guide together with my research lead. For the usability test, translations were done by the Cambodia marketing team to simulate the real app experience in Khmer. You can interact with english version of the prototype below.
Putting designs to the test
Deliver
Making the final changes for launch
The app is only available in Cambodia. You can interact with the english version of the final launch prototype below.
Next steps
Success metrics tracking
For the first 3 months from launch, the focus will be placed on content generation and user recruitment.
Feature backlog review
To review and select features in backlog for app enhancements. This will be done by carrying out competitive analysis and working closely with the business analyst, as well as stakeholders.
Key takeaway
Research is so so important!
This almost seems like it should go without saying. However, having experienced the reality of working as a Product Designer, I find that oftentimes, research is not prioritised or there is simply a lack of resources. In this project, I got reminded how research can (and should) affect design decisions. Especially in this case where the product is for an entirely different market demographic than what I have knowledge of, without the usability test, many usability issues would have gone unchecked and made it into launch.