As the UX designer on the pitch team, I started by building empathy with the target audience. I organised a guerilla user journey mapping session, where participants shared their motivations, attitudes, and behaviours against the pregnancy timeline.
Insights from the user journey helped me to devise a three-pronged solution:
- Conversations around pregnancy revolve around the three stages of pregnancy (pre, during, and post): match the user’s mental model and organise content accordingly.
- Pregnant women are highly motivated to stay on top of their baby’s development: help them follow their pregnancy week-by-week.
- Knowledge is not only power but is also a source of comfort: deepen understanding of nutrition benefits for mother and baby.
Taking a mobile-first approach, I designed wireflows that show content and interactions for each part of the solution, and how everything ultimately stitches together.
The redesign was first launched in Australia, followed by rollouts to China, Germany. Italy, and Russia.