What is Doula app?

Doula app is a pregnancy app which provides audio guidance in the final phase of pregnancy. It coaches the user through contractions, helps them breathe more calm and relax. The biggest advantage of Doula app is providing insight into the course of contractions using a timer and graphs.
The Project & Goal
The application has a good features, but downside is that it is focused only on final phase of pregnancy. Because of that, users need to switch from the app they used throughout the whole pregnancy and to use the new app in the last phase, which has new features and new style - which is unlikely.
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If the application allows users to follow their whole pregnancy from the first day until the labour, they will feel more comfortable using it and will believe that the app was tailored specially for them.
Redesign project accomplished following:
  • As the app now covers whole pregnancy, user tend to use the app much longer than previously
  • Whole look and feel of the app is now personalized, and more suited for general needs of the user
  • With sharing options improved, the application can now "exist" outside of the user's phone - other persons are invited to collaborate, like partners, family, doctors, etc.
My tasks
Research
User persona
User flow
Wireframe
Components
Prototype
User needs and obstacles

Problem:

● Limited app features, only flow for the following final stage of pregnancy
● Lot access to pay without try before
● Missing personal touch / Very ordinary feeling of application
● Visual presentation is outdated
● Colours not suitable for the app general theme

Solution:

● Providing flow for the trucking symptoms through the whole pregnancy
● Option for free trial period for otherwise purchasable features
● Possibility to calculate state of pregnancy based on the date
● Possibility to share the monitoring
● Redesign the app with fresh visual style
● Research the colours more suitable for pregnancy app and discover their meanings

Revenue model:

● After free trial period, paying option for some additional features
● Payment through the app
● Pregnancy ads
My responsibilities on these projects were to create a new flow for tracking symptoms during pregnancy and redesign the app's appearance to make it more appealing to users.
User research
My focus was to understand of the target audience and their needs, behaviours, and preferences. At this section I worked on learning about the current and potential users and create user personas based on the information that I have, identify user goals, motivations, pain points, and behaviours, also building empathy with the target audience to understand their perspectives.
The entire user research methodology is available to view here.
User persona
Based on detailed research, the user persona is created to present the user needs and expectation. It describes their concerns, motives, and feelings, also it helps to understand better the user and make a product that meets their expectations.
Symptoms Monitoring flow
This process illustrates the user's progression as they navigate the features for monitoring pregnancy symptoms.
New style
Redesigning the Doula app is critical to make it user-friendly and competitive in a changing digital landscape. It allows constant improvement, adaptation to developing technology, and satisfying the ever-changing expectations of users.
My goal with redesign was to create a modern, user-friendly experience. To do this, I changed the original colour palette, fonts, and entire look. The whole process, including brainstorming, visual inspiration, study of colour meanings and psychology factors, and usability testing, may be seen at the link below.
Click here to see the progress of creating a new visual style for Doula app.
Components
By implementing components in a design system, the organization could streamline the design and development process, ensure brand consistency, and enhance collaboration among designers and developers.
I created a set of guidelines, components, and tools that work together to ensure consistency and efficiency in the design and development of Doula app.
Click here if you are interested to see the whole design system of Doula project.
Prototype
The “Final Visual Design” transform abstract ideas into tangible, captivating visuals that leave a lasting impression on the audience.
The project link will be available soon.
Next step
Evaluate the successfulness of the app by combining the KPIs and some of the metrics as are: usability testing, user satisfaction, engagement metrics, accessibility, visual design, market metrics. This is crucial to ensure that the final product meets user needs and provides a positive experience.

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