ECommerce . App Redesign . User Research . Live User Testing
Designed a personalized journey to reduce uninstalls & deepen engagement for expectant mothers
CONTEXT
TheAsianparent is a top-rated (4.9★) parenting app by The Parent Inc. offering pregnancy tracking, baby growth insights, expert articles, and a supportive community. It provides personalized guidance, food safety tips, and interactive rewards, making it a trusted companion for expectant and new parents
Understanding
PROBLEM
Despite being functionally sound, the app saw 40% Day 1 uninstalls due to overwhelming content, confusing navigation, and lack of emotional connection. The experience felt impersonal during a deeply personal journey, leading to low engagement and poor retention
RESULT
Post-launch, we exceeded all key targets, user retention rose by 40% and task completion improved by 55% showing significant potential for revenue impact. Most notably, NPS jumped from 40 to 80, reflecting a strong boost in user satisfaction
MY ROLE AS A PRODUCT DESIGNER
I led the end-to-end redesign of TheAsianparent Homepage, working closely with product and engineering teams. We conducted user interviews, created personas, and built interactive prototypes, followed by usability testing. The redesign was rigorously validated and directly drove measurable improvements across all key metrics
Project roadmap
Before diving into the redesign, we collaborated closely with business stakeholders to define a comprehensive launch strategy. These pillars guided our design, research, and development efforts to align user needs with business objectives. It included the following considerations:
The HEART of our UX strategy
Goals
Critical user tasks
Signals
Channels of getting UX metrics
Metrics
Quantifiable UX metrics
Happiness
User satisfaction
User feedback from surveys, interviews
Customer satisfaction score, Net promoter score
Engagement
Content discovery
How much time users spend in the app
Average session length, page views per session, conversion rate
Adoption
User onboarding
App downloads, new sign-ups, features usage
Download rate, registration rate, Feature adoption rate
Retention
User loyalty
Returning users
Daily and Monthly active users, Retention rate
Task success
User goals completion
Task completion, user behavior analytics
Task completion rate
Insight-driven discovery
User Interviews
As part of our primary research, we conducted in-depth interviews with 15 expectant mothers from diverse backgrounds to uncover core user needs and challenges. The insights gathered were categorized into two key dimensions, feature-specific expectations and emotional needs that influence app usage and trust
Priorities of expectant mothers
💡 Key insights emerged FROM USER INTERVIEWS
Lack of Personalization
The experience felt one-size-fits-all, failing to cater to different pregnancy stages and individual concerns.
Difficult Navigation
Users struggled to find key features like symptom tracking and milestone updates.
Overwhelming UI
Too much information, presented in an unstructured manner
Emotional Gap
Many mothers sought a sense of community and reassurance, which the app did not provide.
Humanizing data: empathy & affinity mapping
By clustering emotional & functional needs, we transformed interview data into clear user themes, highlighting what expectant mothers think, feel, say, and do. This helped us uncover core needs, emotional triggers, and opportunities that shaped our design direction.
Market Analysis
As a part of Secondary Research, To get to the root of the problem, we conducted in-depth user interviews with 15 expectant mothers across different demographics.
BabyCenter app
A comprehensive pregnancy and parenting app that provides medical insights, baby tracking tools, and a large global community to support parents through every stage.
Pros
- Comprehensive tracking tools (bump size, symptoms, appointments)
- Weekly expert advice videos and articles
- Strong community and Q&A section
Cons
- Overwhelming interface with too much content
- Less emotional tone in communication
- Generic design not tailored to cultural nuances
What to expect app
A trusted pregnancy app based on the bestselling book, offering personalized week-by-week updates, expert advice, and community support for expectant parents.
Pros
- Trusted brand with medically reviewed content
- Personalized daily updates based on pregnancy stage
- Engaging community forums
Cons
- UI feels slightly dated
- Ads disrupt the user experience
- Less focus on regional or cultural context
Understanding personal journey of our user
We mapped the pregnancy journey around a mother’s evolving needs, across trimesters and milestones. This helped us align key features like onboarding, tracking, and emotional support with real-life moments, making the app feel like a reliable companion
Early explorations
High-Fidelity Screens
Real users, real feedback, real impact
To validate our design, we ran extensive user testing with mothers across pregnancy and postpartum stages. Through task-based scenarios, we measured time-on-task, success rates, and gathered qualitative feedback. This helped us refine key features like symptom tracking and the dual tabs, ensuring the experience felt intuitive, supportive, and aligned with real user needs
💡My learnings
This project was a turning point in my growth as a Product Designer. Designing for pregnant mothers came with a deep sense of responsibility, it wasn't just about improving usability, but about building emotional trust. It challenged me to go beyond UI and truly understand the emotional needs of pregnant mothers. But through user interviews and real-world testing, I learned to trust the process, listen deeply, and design with purpose. Seeing the impact on real users made it all worth it
Research driven design creates real impact
Deep primary research, including interviews and usability testing, revealed pain points we couldn't assume or predict.
Emotional Design Matters
Soft visuals, reassuring copy, and community features built user trust and connection with the app.
Business goals can align with human needs too
We proved that meaningful design not only improves user experience but also drives business KPIs like retention, NPS, and feature adoption.
