Design Process
User Research
Quantitative Research:
I did a survey with 32 women using a Google survey and my personal social media. The survey took approximately 1 hour for both google survey and my social media friends.
Qualitative Research:
Afterward, based on the survey findings I interviewed 6 women both in person and virtually who were either pregnant or New parents. The interview was focused on users’ experience with using similar apps, what they found interesting and what were their unmet needs.
I asked them questions about:
Significant challenges they faced during pregnancy and postnatal
which aspect of pregnancy and postnatal seemed to be confusing to them
The type of information and support resources they use during both periods
What community are they connected with to share their similar experiences
If they have used any app during pregnancy and postnatal and what they liked or disliked about it
Their feelings during using a related app and the gaps they want to be filled
Affinity Mapping and card sorting
With these results, I proceeded to do card sorts and affinity mapping. This part is always fun for me, as it really helps me step into my users shoes, allow peoples’ unique to quotes jump off the page at me, and get creative.
SWOT & Competitive Analysis
After understanding users’ wants and needs, I did a SWOT and competitive analysis among the existing apps for pregnant moms and new parents. The purpose behind conducting a competitive and SWOT analysis was to see the gaps in the market and how to differentiate my app from the existing ones.
There are existing apps that offer similar services.
I did a SWOT for two main competitors in the market, Flo and Peanut.
Flo is a health app that provides menstruation tracking, cycle prediction, and information regarding preparation for conception, pregnancy, early motherhood, and menopause.
Peanut is an online community for women who are planning to become pregnant, women who are pregnant, women who have had children, and women who are experiencing menopause.
I chose 3 direct and 2 indirect competitors in the market and conducted a competitive analysis through which I assessed the desired features in existing apps.
I used Empathy mapping to get a better understanding of my users’ decisions and behaviors.
Empathy Mapping
User Journey Mapping
By creating and exploring the journey maps of two personas and their typical tasks, I uncovered key emotional/procedural moments that Avocado needed to address. The anxiety a mom might feel, for example, when they have plenty of questions about their pregnancy and they cannot find a reliable source of information. Or the stress a new mom can undergo for the new motherhood confusions. To ensure the app’s stickiness, it would need to overcome these problems … and not introduce new points of friction.
How Might We? (HMW)
"How Might We?" Questions:
HMW improve the app's navigation to make it more intuitive and user-friendly?
HMW increase user engagement with the Avocado App features?
HMW deliver personalized content tailored to different stages of motherhood?
HMW helps users find relevant information quickly and efficiently?
HMW design the app as a reliable source of information and support?
After that, considering all the features I want in my app, I created an information Architecture to make the flow clear.
I structured the app to be engaging, entertaining, informative and useful to users.
Here is the path through which the user will travel through the application. The navigation is shown from start to end point of the app.
User Flow
Brainstorm Solutions:
Improved Navigation: Consider restructuring the app's menu, implementing a more user-friendly information architecture, or incorporating guided tutorials for first-time users.
Enhanced Engagement Features: Explore gamification, push notifications, or social features that encourage users to interact more with the app.
Personalized Content: Utilize user data to provide tailored content based on the user's stage of motherhood, such as personalized tips, articles, and product recommendations.
Quick Information Retrieval: Implement a smart search functionality, intuitive filters, or a chatbot to help users quickly find the information they need.
Business Opportunities:
Here are some potential business opportunities for Avocado App:
Subscription Model for Premium Content:
Offering a subscription-based model for premium content that provides exclusive access to personalized tips, Fitness expert advice, and curated content based on the user's stage of motherhood.
E-commerce Integration:
Integrating an e-commerce platform within the app for selling maternity and baby care products. Consider partnerships with relevant brands for mutual benefits.
Affiliate Marketing and Partnerships:
Collaborate with maternity and baby product brands for affiliate marketing opportunities. Earn commissions for every user who makes a purchase through the app.
In-App Advertising:
Partner with relevant advertisers to display targeted ads within the app. Ensure that the ads align with the interests and needs of the Avocado App users.
Virtual Consultations and Services:
Offer virtual consultations with healthcare professionals, lactation consultants, or parenting experts. Charge users for these personalized services, creating an additional revenue stream.
Wireframes & Prototypes
Using rapid sketching, I was able to look into design patterns shared by competing applications and determine which should be carried over into Avocado to ensure user familiarity. This assisted in identifying touch and swipe movements that would probably be the most natural.
I designed the app so that users could get trusted personalized information regarding their pregnancy, nutrition, baby development, and fitness, read articles, join their desired community, watch short videos and stories of their app friends, buy and sell among the community, record their favorite memories, set reminders and track their pregnancy and early baby activities.
Style Guide
Main Screens
Onboarding and Log In
The first interaction with user is made easy and quick. It has 2 onboarding flows one for expecting moms and one for new parents.
Homepage provides some customized features such as side menu, friends’ stories, add reminders, baby notes, nutrition guide, and bottom navigation bar.
2. Homepage
Health helps users to get personalized nutrition information, related articles, fitness advice, chat with a healthcare provider and Frequently Asked Questions features.
3. Health
4. Community
Community let users to join their desired group to chat, share experience and not feel alone.
5. Short Videos
Short videos is entertainment room for users to watch fun videos of their friends.
6. Buy and Sell
This feature lets users buy and sell products needed during pregnancy and early parenthood.
Notifications on lockscreen
Before
After
Users desired to have a search option for articles to find the articles based on their interests.
Before
After
In the Buy and Sell section, users wanted to have a category search so they can find their desired products easily.
Before
After
Users desired to have a simple way to see if they could make other mom friends.
Test it yourself
check the prototype of the Avocado App here.
Learning and Takeaway:
I love how Avocado has evolved and expanded to highlight more than one topic. I blazed this creative trail intuitively and am pleased with the outcome. I also enjoy connecting people with communities that help them feel less left behind during their precious journeys.
I learned that user research is critical for having a clear vision when designing an app, and I cannot assume or think like a user. Instead, I must collect data through user research and build my design upon that.
My biggest struggle while designing this app was finding resources for information about each stage of design, and fortunately, communities were very helpful and resourceful.
Through this design process, I learned how to put the user first and avoid implicit biases that could influence the design.
Next Steps:
Premium features
Connection with healthcare providers and professional fitness teams.
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