Background
What to Expect wanted expand their market penetration, increase registered users, and invest in personalization to increase life-time value through a new Android kick counter application.
With these goals in mind, the team targeting kick counting, an important task during pregnancy to make sure the baby is active and healthy. As lead UI/UX designer for the project, I lead the creative direction and user experience from brainstorm to final launch. I focused on creating a product that was a meaningful and shareable experience for the pregnant person. By using Google’s Material Design guidelines and heat-mapping, I wanted the app to be easy to use for the user.
Role
Creative Direction
UX & UI Design
Interaction Design
3D Storyboarding
User Research
Platform
Android
On-boarding Personalization
The on-boarding flow was designed to increase usage through personalization and develop cross-app usage through the signup process. On-boarding prompts the mom-to-be to take a photo of herself to record the kicks where they happen on her body. Throughout her experience with the app, she is able to update and save photos and sessions, creating a visual log of the baby's movements.
Kick Counting
To track the baby’s movements, the user taps the screen where she feels the kicks until she feels 10 kicks or the time reaches 1 hour, whichever comes first. Each kick is marked with a small icon and a heat map is created based on position of the kicks. The end of the session, the app supplies personalized results about frequency of the baby's kicks during the session. She is also able to add custom graphic overlays to her heat map image to share with her doctor, family, friends or post to a social network. The graphic overlays are also designed to offer opportunities for sponsorship by related products and brands.
