Case Study
Supporting First-time Parents for Navigating the Early Stages of Parenthood
Supporting First-time Parents for Navigating the Early Stages of Parenthood
Background
A trusted companion for navigating first-time parenthood
This project focused on creating a complete solution to solve the stress and daily challenges new parents face. Through user research, we found three main struggles: too much confusing information, worry about missing important milestones, and difficulty managing their baby's healthcare schedule. The app we designed brings everything into one simple place - trusted advice, easy tracking tools, and health reminders. The result is a product that helps parents feel more confident, reduces their stress, and allows them to enjoy the special moments of early parenthood.
Duration
6 months
My Role
UI UX Designer
Responsibility
End to end UX/UI design
Impact
1,000+ users within 2 weeks
Design Process
Before the project started, we have already received user data from clients so we designed feature based on our assumptions and use data to inform design iteration. Then we made simple questionnaires and interviews with potential users to understand more about their basic needs or concerns during their parenting journey and helping us to define which features is suitable for the final deliverables.
Insight
Parents express it's hard to keep track of everything, such as appointments, checkups etc. They have to rely on other third parties to acknowledge about all these events.
Parents don't really know which parenting information resources is reliable and trustworthy .
In general, first time parents don't feel supported because they are absence to access a trusted, peer-based support network to validate their concerns.
" I am nervous because I do not know what to do"
An empathy map to show how the first-time parent could encounter and what they thought and see during the journey, could help us to consolidated the insights to help the team better understand the problems.
Design Process
Before the project started, we have already received user data from clients so we designed feature based on our assumptions and use data to inform design iteration. Then we made simple questionnaires and interviews with potential users to understand more about their basic needs or concerns during their parenting journey and helping us to define which features is suitable for the final deliverables.
Insight
Parents express it's hard to keep track of everything, such as appointments, checkups etc. They have to rely on other third parties to acknowledge about all these events.
Parents don't really know which parenting information resources is reliable and trustworthy .
In general, first time parents don't feel supported because they are absence to access a trusted, peer-based support network to validate their concerns.
" I am nervous because I do not know what to do"
An empathy map to show how the first-time parent could encounter and what they thought and see during the journey, could help us to consolidated the insights to help the team better understand the problems.
User Testing
After initial iterations, we conducted an unmoderated testing with 5 participants. Insights led to refining content structure, improving transparency and adjust UI to build user confidence.
Daily tips getting ignored
Insight
Users scrolled past the tips of the day, thinking they were just generic ads
Action
Redesigned tips to look like personalized notifications and added baby's age to the header
Missed calendar events
Insight
Users added events but forgot about them because there were no reminders
Action
Added optional push notifications 24 hours before scheduled events
Overwhelmed by too many articles
Insight
New parents felt paralyzed by the long list of articles and didn't know where to start
Action
Introduced a "Recommended for you" section based on baby's age and stage
User Testing
After initial iterations, we conducted an unmoderated testing with 5 participants. Insights led to refining content structure, improving transparency and adjust UI to build user confidence.
Daily tips getting ignored
Insight
Users scrolled past the tips of the day, thinking they were just generic ads
Action
Redesigned tips to look like personalized notifications and added baby's age to the header
Missed calendar events
Insight
Users added events but forgot about them because there were no reminders
Action
Added optional push notifications 24 hours before scheduled events
Overwhelmed by too many articles
Insight
New parents felt paralyzed by the long list of articles and didn't know where to start
Action
Introduced a "Recommended for you" section based on baby's age and stage
Opportunity
📅 A Centralized Hub for Scheduling
A single, intuitive calendar to consolidate all appointments, milestones and tasks. This reduces cognitive load by eliminating the need to juggle multiple apps and reminders, making parents feel organized and in control.
👩🏼⚕️ Curated, Trusted Information
Solving information overload by providing a single source of truth. Content is curated from experts and personalized to the baby's age, delivering the right information at the right time to build confidence and eliminate frantic searching.
💪🏻 A Verified Community Platform
To combat isolation, integrating a safe community forum for parents. This feature provides immediate access to peer support and shared experiences, validating users' feelings and reducing the anxiety of "going through it alone."
Opportunity
📅 A Centralized Hub for Scheduling
A single, intuitive calendar to consolidate all appointments, milestones and tasks. This reduces cognitive load by eliminating the need to juggle multiple apps and reminders, making parents feel organized and in control.
👩🏼⚕️ Curated, Trusted Information
Solving information overload by providing a single source of truth. Content is curated from experts and personalized to the baby's age, delivering the right information at the right time to build confidence and eliminate frantic searching.
💪🏻 A Verified Community Platform
To combat isolation, integrating a safe community forum for parents. This feature provides immediate access to peer support and shared experiences, validating users' feelings and reducing the anxiety of "going through it alone."
Goal & Hypothesis
Goal
Launch a platform with the tools and knowledge of first time parents need, while establishing a direct channel for Mead Johnson's nutritional products
Hypothesis
01
Providing personalized daily tips and milestone tracking for first-time parents, they will feel more confident and less anxious about their baby's development.
02
Building a community space where first-time parents can connect, share experiences and discuss challenges with others in the same stage, they will feel less isolated and more supported throughout their parenting journey.
Challenges
Limited time
Since we only had 3 people when we started the project, we need to carefully prioritize our tasks in order to ship the product and worked closely to make sure the most important things have been implemented.
Balancing Supportive Tools with Business Goals
The app needed to feel like a trusted companion—not a marketing tool. Every feature had to prioritize user value first, ensuring that commercial elements felt like natural extensions of the support system rather than intrusive advertisements.
Our MVP
After a few rounds of discussions as a team, we scoped out what's the feasible MVP to deliver on time. We want to create a UI friendly mobile app with following functions that tackles the main problems in their user journey, it includes:
⭐ Tips of the day
New parents often wonder, "Is my baby developing normally?" or "What should I expect this week?" Instead of overwhelming them with generic advice, we deliver personalized daily tips based on the baby's exact age or fetal size. We designed the tips to appear as subtle cards on the home screen—easily scannable and never intrusive—so parents can absorb information in seconds during those precious quiet moments.
Each tip feels like a gentle nudge from a knowledgeable friend—timely, relevant, and reassuring. Our goal is to provide the right information at the right moment, reducing uncertainty and helping parents feel prepared for each new stage.
⭐ Checklist
The mental load of tracking appointments, vaccinations, and checkups can be exhausting for sleep-deprived new parents. We designed a pre-made weekly checklist that removes the guesswork—simply follow along and check off tasks as you go. From pediatrician visits to self-care reminders for mothers, this feature transforms chaos into clarity. It with simple checkboxes and clear categorization, allowing users to track progress at a glance without digging through complex menus.
Our goal is to offload the mental burden so parents can focus on what truly matters: enjoying time with their baby.
⭐ Calendar
Life with a newborn is a whirlwind of appointments, parenting classes etc. The calendar gives parents a simple, visual way to mark important dates and discover new events tailored to their interests. Whether it's a local parenting workshop or a baby's first checkup, everything lives in one place.
Our goal is to help parents stay organized and connected to opportunities in their community without adding complexity.
⭐ Articles / Parenting Class
The internet is full of parenting advice—but not all of it is trustworthy. We partnered with doctors and authorized experts to curate a library of articles and video classes that new parents can actually rely on. We designed the articles section with clear visual hierarchies: expert badges, video thumbnails, and categorized tags so parents can immediately identify credible content. From labor preparation to newborn care and checkup precautions, every piece of content is vetted and practical. Our goal is to replace confusion with clarity, giving parents a trusted go-to source for learning at their own pace.
⭐ Journey
The early days of parenthood fly by in a blur of tiny moments—first smiles, first words, first steps. We created a space where parents can capture these milestones with photos, videos, and personal notes. And because parenting is better together, they can choose to share these memories with a supportive community of families on the same journey. Our goal is to help parents preserve the magic while building connections that remind them they're not alone.
Our MVP
After a few rounds of discussions as a team, we scoped out what's the feasible MVP to deliver on time. We want to create a UI friendly mobile app with following functions that tackles the main problems in their user journey, it includes:
⭐ Tips of the day
New parents often wonder, "Is my baby developing normally?" or "What should I expect this week?" Instead of overwhelming them with generic advice, we deliver personalized daily tips based on the baby's exact age or fetal size. We designed the tips to appear as subtle cards on the home screen—easily scannable and never intrusive—so parents can absorb information in seconds during those precious quiet moments.
Each tip feels like a gentle nudge from a knowledgeable friend—timely, relevant, and reassuring. Our goal is to provide the right information at the right moment, reducing uncertainty and helping parents feel prepared for each new stage.
⭐ Checklist
The mental load of tracking appointments, vaccinations, and checkups can be exhausting for sleep-deprived new parents. We designed a pre-made weekly checklist that removes the guesswork—simply follow along and check off tasks as you go. From pediatrician visits to self-care reminders for mothers, this feature transforms chaos into clarity. It with simple checkboxes and clear categorization, allowing users to track progress at a glance without digging through complex menus.
Our goal is to offload the mental burden so parents can focus on what truly matters: enjoying time with their baby.
⭐ Calendar
Life with a newborn is a whirlwind of appointments, parenting classes etc. The calendar gives parents a simple, visual way to mark important dates and discover new events tailored to their interests. Whether it's a local parenting workshop or a baby's first checkup, everything lives in one place.
Our goal is to help parents stay organized and connected to opportunities in their community without adding complexity.
⭐ Articles / Parenting Class
The internet is full of parenting advice—but not all of it is trustworthy. We partnered with doctors and authorized experts to curate a library of articles and video classes that new parents can actually rely on. We designed the articles section with clear visual hierarchies: expert badges, video thumbnails, and categorized tags so parents can immediately identify credible content. From labor preparation to newborn care and checkup precautions, every piece of content is vetted and practical. Our goal is to replace confusion with clarity, giving parents a trusted go-to source for learning at their own pace.
⭐ Journey
The early days of parenthood fly by in a blur of tiny moments—first smiles, first words, first steps. We created a space where parents can capture these milestones with photos, videos, and personal notes. And because parenting is better together, they can choose to share these memories with a supportive community of families on the same journey. Our goal is to help parents preserve the magic while building connections that remind them they're not alone.