To comply with my non-disclosure agreement I have omitted any confidential information and design process documentation.
We created to help new (and not so new) mom's alleviate “baby book guilt.” Baby’s Firsts is an iPhone app that prompts moms with creative, developmentally-timed reminders to capture key baby moments and milestones. Moms are then able to create and purchase pre-designed baby books and magnets from right inside the app.
As a part of a small, multidisciplinary digital product development team, I provided user experience strategy including user research and usability testing, interface and content design, and some marketing strategy and design support as needed. I also prepared presentations, status reports and assisted with stakeholder pitches. I occasionally worked alongside a junior designer as workload fluctuated during the release cycle.
Moms frequently missed capturing everyday moments and some milestones of baby's first year. They wanted an easy way to preserve and share these moments in a safe and secure way.
We created Baby’s Firsts to help new (and not so new) mom's alleviate “baby book guilt” by prompting moms with creative, developmentally-timed reminders to capture key baby moments and milestones. Moms are then able to create and purchase pre-designed baby books and magnets from right inside the app.
The challenge was clear: cure ‘baby book guilt’ for parents. We did a deep dive into childhood development patterns and behavioral psychology to create a compelling user experience. With each update, we analyzed usage data and user feedback to contribute to the next round of product improvements. to ultimately refine the UI from highly interactive ‘design it yourself’ model to a simpler ‘pre-designed’ experience.
The Baby’s Firsts app was well received and achieved a staggering 200,000+ downloads!
3 million+ captured photos/moments
20% download conversion to active users (+12% over industry average of 8%)
1 million+ minutes of overall user session time
- In-app banner ad CTR consistently beats industry standard (avg .69 vs .11)