The core question the app wanted to address for its users was, "Am I normal?" "Is my pregnancy normal?" "Is baby normal?"
Providing a host of features to give the user a sense of her pregnancy's status and trajectory was key. With a cheerful, reassuring interface it answered "Am I normal?" with kindness and empowerment. As the sole designer, I was responsible for producing all designs and assets. Beyond design, I advocated for the user to feel safe and well-informed throughout, whether in user interviews, in development, or in QA and customer support.
"Help me connect with my child." Many mothers want help connecting with and visualizing their unborn children. Traditional measures of fetal size provided by doctors and pregnancy books can be too impersonal or require leaps of imagination (e.g. "4 in. from crown-to-rump and weighs 2.5 ounces").
By placing her finger on the hand illustration, a mother could almost "touch" their baby before he or she is born. One of my proudest contributions to the Pregnancy app, I came up with this feature after a parent described the moment she fell in love with her child—its tiny hand grasping her index finger.
I looked to medical journals for studies of fetal hand size, and used that data to plot hand size development over 42 weeks of pregnancy.
I iterated through a few versions before choosing to display baby's present hand size as well his or her projected hand size on baby's due date. By helping the user see her progress as well as her current status the feature reflected this recurring theme throughout the app.
While it was simple to get the graphic to scale on iOS, I worked closely with our frontend developers to ensure the assets scaled appropriately across many disparate Android devices. Together we could reliably display baby's hand in life-size on the most common mobile devices.
While the app itself provided a great deal of content personalized to the user, this meant that it was largely comprised of information about just one person's pregnancy. But Ovia's user-base was powerfully diverse, full of knowledgeable moms that could help users answer that core question, "Am I normal?"
After months of working closely with our product, backend and our customer support team, we came up with a unique community based on anonymous communication within targeted, intimate groups.
Designing this feature took many iterations. My first attempt with our VP of product made it all the way from wireframing to a prototype, but was a mostly conventional discussion forum with public profiles, threaded discussions, and groups. Ovia's community feature would eventually take a very different shape.
The final design was a collaborative effort, taking insights from teammembers, stakeholders and moms who were exasperated with the judgemental nature of many online forums. By enabling quick and finite interactions (poll questions) within smaller, more intimately targeted groups of users it addressed problems we saw in conventional community forums. Ovia's community was easy to engage with, had a low barrier to entry, and less of the fear/judgement associated with public forums.
The feature was a great success in terms of engagement: a question posted to the community took only a matter of seconds to receive 50 responses.
As a signature feature, I aimed to keep the UI friendly but anonymous by randomly assigning community members different cute animal avatars in every thread they joined.
Compare your baby's size each week to a fruit, vegetable, or even a...chipmunk? Of the many features of the pregnancy app, among our user's best loved features was our unique baby size themes. Most resources compare your size very conventionally to fruit, famously at 40 weeks women are set to deliver a watermelon.