Guiding moms, from bump to baby and beyond
Year
2022
Client
MediClinic Baby
FNB App Awards
Best Educational Solution - 2024
International Eddie & Ozzie Awards
Gold - Best App/Digital Edition - 2024
Mediclinic is an international private hospital group founded in South Africa, operating specialist-focused, multi-disciplinary care across Southern Africa, Switzerland, and the UAE.
As part of its patient-centered services, Mediclinic offers Mediclinic Baby — a maternity and parenting programme that provides expert guidance, antenatal classes, and ongoing support to parents throughout pregnancy, birth, and early childhood.
The project aimed to simplify the parenting journey by providing reliable, medically backed, and locally relevant support tools for South African expectant and new parents, all in one mobile app.
My role
UX & UI Design (Collaborative)
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
Barriers to confident parenting
Expectant and new parents are often overwhelmed by the sheer volume of information available online, much of which is confusing, contradictory, or not supported by medical expertise. This makes it difficult for them to make informed decisions during a critical life stage.
In addition, essential parenting tools and resources are fragmented across multiple mobile applications. Many of these are not designed with the South African market in mind, leading to a lack of culturally relevant, accessible, and unified support.
As a result, many parents are left feeling anxious, unsupported, and unsure of where to turn for trustworthy guidance during one of the most important transitions in their lives.
Research
During the discovery and immersion phase, we conducted a workshop with Mediclinic Baby stakeholders to explore the group’s business needs and long-term vision for the app. This collaborative session helped us uncover key features related to content and app tools and define how success will be measured. It also revealed important insights into user needs, challenges, and expectations gathered from stakeholders directly engaged with hospital staff and previous user interviews.
Insights and emerging themes
From our research, clear user personas and themes emerged. We identified three key groups: women trying to conceive, women who are pregnant, and mothers with children under one year. Across these stages, users consistently expressed a need for medically accurate information and trusted guidance. In addition, they showed strong interest in specific features and tools tailored to support them through each phase of their journey.
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Wanting to conceive
For women wanting to conceive with a need for best medically curated information for their journey to fall pregnant
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Pregnant
Mothers who are already pregnant with a need for medically accurate information to guide them on their pregnancy journey
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Baby
For mothers who already have a baby under the age of 1 years old, who needs guidance during the critical time post-natal phase for baby and herself.
Conceptualisation
I started creating the wireframes and selected lo-fi feature concepts after we developed the information architecture. After client approval, hi-fi design was delivered with prototypes to test how well these features feel in-hand.
Beta at scale
The app was launched as a public beta to test it in a real-world production environment and gather user feedback. This allowed us to gauge the broader market’s response and identify initial strengths and gaps.
Following the beta launch, we conducted further quantitative and qualitative research to deepen our understanding of user needs. Feedback was collected, structured, and prioritised based on actual user behaviour and sentiment. App analytics also played a key role in highlighting pain points and drop-off areas, helping us identify friction in the user journey. These insights were critical in shaping a large-scale update, aimed at improving the overall experience ahead of a full release.
Seeing results
After beta testing and several rounds of iterative improvements, the app has shown steady growth in user engagement and adoption across both the App Store and Google Play Store. These results reflect the value users find in its features, usability, and relevant content.
In recognition of the app’s impact, we received awards for excellence in digital content delivery and presentation, particularly in how it supports education and promotes local awareness. These achievements highlight the effectiveness of our user-centered approach and the importance of providing trusted, accessible information for parents.
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69%
Surge in new user sign-ups since launch
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8%
Increase in content consumption
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10%
Increase in session time
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FNB App of the year 2024
Best educational solution
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Eddies & Ozzies Award
Gold: Best App/Digital Edition
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Int National Content Marketing
Silver: Best content platform