Timeline
Early-stage product, multi-year engagement
Platform
Mobile (iOS/Android)
Market
UK-based startup, parenting & child health
My Role
I joined Nurturey at inception in 2015 as Creative Lead, shaping the product strategy, UX architecture, and visual identity for an emotionally complex space.
Strategic Research
User interviews, competitive analysis, emotional mapping
Experience Design
IA, wireframing, prototyping, usability testing
Visual System
Conceptual Design, Design Direction, Design System
Iteration & Refinement
Post-launch optimization based on behavior data
“My responsibility was ensuring the interface aligned with the emotional needs of new parents—not just functional requirements.”
— From market research to final visual design, in collaboration with developers, product managers, and stakeholders.
Context
The anxiety epidemic in new parenting
New parents face an overwhelming paradox: more information than ever before, yet less confidence in their decisions. Every crying spell becomes a Google search. Every milestone missed triggers panic. The abundance of advice—often contradictory—creates decision paralysis rather than empowerment.
Existing parenting apps focused on features: trackers, timers, forums, checklists. They measured everything but addressed nothing. Parents didn’t need more data—they needed trust in their instincts and clarity in the noise.
“I know my baby better than any app. I just need help trusting what I already feel.”
— First-time parent, Discovery research
Through early discovery and observation, a critical insight emerged
Parenting is not a usability problem. It is a confidence and reassurance problem under emotional stress.
Most products optimized for features. Parents needed timely guidance, emotional safety, and cognitive relief.
“Is my baby developing normally? How do I track important milestones, such as fetal growth and movements?”
“How do I know if my baby is getting enough milk or formula?”
“When should my baby reach key developmental milestones (crawling, walking, talking)?”
“How do I remember and keep track of all my medical advice and upcoming checkups?”
“How do I know which information is reliable and safe to follow?”
Strategy: Designing for Emotional States, Not Just Tasks
Reduce anxiety by increasing clarity — without increasing cognitive load
This led to four strategic pillars
Trust over Volume
Fewer, curated insights instead of endless content
Experience Design
Information surfaced only when relevant
Emotional Safety
Language and visuals designed to reassure, not alarm
Progressive Disclosure
No overload; clarity unfolds over time
Research
In order to create a user-focused experience for the Nurturey App, I initiated comprehensive study and review to comprehend the concerns, requirements, and actions of prospective and new parents.
Competitor Analysis
Competitor Analysis
Market Insight
Market Insights
• Personalized health tracking and integration with NHS systems will be key differentiators.
• The ability to sync medical records and provide actionable health reminders
• Making Nurturey an essential tool for parents looking for reliable, medical-grade information and tracking.
• Investing in marketing initiatives to build trust with UK parents will be critical to improving user acquisition
• Personalized health tracking (e.g., vaccination reminders, milestone tracking) is a vital aspect, where NHS integration adds credibility.
• There is a need to continue enhancing these tools and possibly expand them to include more nuanced child development tracking (e.g., cognitive milestones).
• Simplifying the onboarding process, especially for first-time users.
Personas
Primary Personas
Based on the research, I developed user personas representing new parents and expecting mothers.
Parents with First Pregnancy
Sarah & James
Pregnant Parents
Age: 28 & 30
Location: London, UK
Demographics
Occupation: Sarah (Marketing Manager), James (Software Engineer)
Family Status: Expecting their first child
Goals
Stay informed about pregnancy health and milestones.
Ensure they are prepared for labor and childbirth.
Learn how to provide the best care for their baby after birth.
Challenges
Overwhelmed by the sheer amount of information online.
Difficulty balancing work with doctor’s appointments and prenatal preparation.
Concerned about not knowing the signs of complications or health issues.
Nervous about becoming first-time parents and managing responsibilities.
Technology Comfort
Moderate to High.
Regular users of mobile apps, seeking convenience and personalization.
Parents with Second Pregnancy
Sana & Jacob
Second-time Parents
Age: 34 & 36
Location: Manchester, UK
Demographics
Occupation: Sana (Teacher), Jacob (Consultant)
Family Status: Parents to a 4-year-old and expecting their second child
Goals
Track the progress of their second pregnancy while managing care for their first child.
Ensure proper prenatal care and make sure they haven’t forgotten key steps.
Focus on health monitoring and preparing for postpartum recovery.
Challenges
Juggling time between work, parenting, and pregnancy-related activities.
Balancing the needs of their first child while ensuring they give proper attention to their new baby.
Looking for personalized reminders and updates without clutter.
Technology Comfort
High.
Use mobile apps daily and appreciate notifications and reminders to manage busy schedules.
Journey Mapping
Journey Mapping
First Pregnancy
Second Pregnancy
Experience Architecture
Instead of feature-based navigation, the experience was structured around parenting stages:
Information Architecture
Nurturey's UX Strategy
- Lifecycle stages
- Scannable guidance
- Context-aware insights
- Reassurance-led cues
1
Pregnancy
Preparation and anticipation
2
Birth preparation
Preparation and anticipation
3
Newborn care
Preparation and anticipation
4
Infant development
Preparation and anticipation
Each stage dynamically adapted content priority, tone of voice, visual emphasis, and interaction depth. This ensured relevance without overwhelming users.
Design
When designing the Nurturey App, I took a user-centered approach to address the challenges faced by expecting and new parents. I then developed wireframes and prototypes, testing them with real users to refine the design and improve usability.
Throughout the process, I focused on personalization, NHS integration, and accessibility, ensuring the app was not just functional but also intuitive and scalable.
