Guiding moms, from bump to baby and beyond
Client
MediClinic Baby
FNB App Awards
Best Educational Solution - 2024
International Eddie & Ozzie Awards
Gold - Best App/Digital Edition - 2024
Expectant and new parents are often overwhelmed by the amount of information online — much of it confusing, conflicting, or not medically reliable. The Mediclinic Baby App solves this by offering trusted, medically backed guidance from one of Africa’s largest hospital groups.
It combines planning tools, clear health information, milestone tracking, and memory creation in one secure, user-friendly app, giving parents confidence and support throughout their journey.
My role
UX Design
UX Research (Collaborative)
Data Synthesis
Illustration
Development Integration
Outputs
Workshop boards
Mobile App
Developer guidelines
Scope of work
Homepage (Collaborative)
Podcasts, To-Do-Lists, Content Exploration, Bookings, Antenatal Programme & Baby Soother
Driving insights into action
We combined user interaction analytics with quantitative surveys and user interviews to uncover real user needs and pain points. To handle the large volume of open-ended feedback and workshop outputs, I used AI tools to distill key themes and sentiment trends efficiently. By mapping these insights to site performance data, we identified misaligned content structures, redundant features, and underperforming engagement touchpoints.
Key results backed up our approach — the app achieved an 82% engagement rate and an average screen time of 9 minutes, strong numbers for a specialised medical app. These metrics confirmed where we were succeeding and gave us clear direction on where to focus next to keep growing and improving the Mediclinic Baby App.
