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Project Mumsy
Designed a user-friendly interface tailored to the needs of new and expectant mothers.
Improved access to reliable maternal health resources for informed decision-making.
Launched a multilingual platform to expand reach across diverse user groups.
Delivered accurate, timely information to support faster healthcare decisions.
Simplified navigation to support users with varying digital literacy.
Boosted maternal health literacy through in-app educational resources.
I led end-to-end research, strategy, and execution - bridging systemic gaps and redefined maternal healthcare through a scalable, impact-driven UX framework.
Key Objectives:
Reimagined how mothers access care and support through a user-centered design strategy.
Conducted in-depth research with mothers, healthcare professionals, and policymakers to align solutions with real-world needs.
Designed intuitive, accessible experiences that empower users and reduce friction.
Established a scalable, future-ready design system to support long-term growth and adaptability.
How did I achieve it ? Let’s understand
Followed a structured, research & data-driven UX strategy, with clear business and user objectives, ensuring that every design decision had a measurable impact.
What did I do?
Secondary research & systemic Insights
Stakeholder analysis & influence mapping
In-depth user research & empathy mapping
Behavioral analysis
The motherhood journey mapping
Competitive landscape
Let’s dive into it
Systemic Insight: addressing the gaps in maternal healthcare
Maternal healthcare is an interconnected system - spanning doctors, caregivers, policies, and support networks. Yet, these elements often fail to align, forcing mothers to navigate critical health decisions across procurement, finance, product, and vendor teams.
Prioritized engagement based on influence and impact, using an influence matrix to identify Decision-Makers vs. End Users Facing Friction.
Key Failures Identified:
Fragmented care: Disconnected systems lead to delayed medical intervention.
Information gaps: Reliance on unverified sources thus, increases health risks.
Financial barriers: Quality care remains inaccessible, especially in rural areas.
Stakeholder analysis: identifying key decision-makers
Mothers are the primary decision-makers but lack structured guidance.
Doctors influence medical choices but need better digital tools to support patients.
Families play a crucial role but lack awareness and structured resources.
Emergency services are disconnected, delaying life-saving interventions.
Government bodies shape policies but lack digital engagement strategies.
Existing maternal platforms focus only on pregnancy, ignoring postnatal care.
Key insight:
This analysis informed Mumsy’s engagement strategy, designed to empower mothers, educate users, and connect key stakeholders across the maternal care ecosystem.
User Research: listening to mothers, uncovering real needs
Mapped key stakeholders across procurement, finance, product, and vendor teams.
Conducted in-depth interviews with procurement leads, suppliers, and finance stakeholders.
Engaged industry experts to benchmark against procurement best practices.
Used HotJar for contextual inquiry to observe live user behaviour and interaction patterns.
Key insight:
Behavioral analysis: understanding how mothers seek information
Many relied on Google and forums, encountering conflicting and unreliable advice.
Low trust in fragmented care systems led to self-diagnosis and delayed treatment.
Language barriers limited access to region-specific, culturally relevant guidance.
Anxiety spiked from worst-case scenario searches, often causing unnecessary panic.
Key insight:
Simplify access to doctor-verified knowledge, ensure cultural and language inclusivity, and provide bite-sized, trusted maternal healthcare content to reduce misinformation and anxiety-driven decisions.
The motherhood journey mapping
The goal was to define key maternal phases, identify pain points, uncover opportunity areas, and enhance the overall experience across pre-pregnancy, pregnancy, and postpartum.
Pre-Pregnancy: Confusion about fertility, emotional readiness, and lifestyle planning.
First Trimester: Anxiety, miscarriage fears, and lack of structured early guidance.
Second Trimester: Body changes, medical screenings, and work-life balance challenges.
Third Trimester: Fear of labour, emergency preparedness, and postpartum uncertainty.
Postpartum: Isolation, breastfeeding struggles, and postpartum depression
Fig: Mom to be Journey
Key insight:
Mumsy needed to provide stage-based, structured guidance - before, during, and after childbirth.
Competitive market analysis: where existing solutions fall short
I audited existing maternal health platforms and uncovered critical gaps:
Competitors have focused heavily on pregnancy tracking, with little support for postnatal care or mental health.
Overlooked the role of partners and families in maternal well-being.
Lacked real-time telehealth support, leaving mothers without timely guidance.
Delivered overly technical medical content, which was difficult for mothers to understand.
Missed cultural and regional personalization, limiting inclusivity and relevance.
Fig: Competitive market analysis
The vision
To deliver an inclusive, intuitive, and empowering experience that supports every mother through every stage of her journey.
Lean business model
Translating research into a user-centric solution
Core design pillars
Accessible & Credible Healthcare Information
Comprehensive Support
Seamless Healthcare Access
Inclusive & Adaptive Design
Community-Driven Engagement
Secure & Centralised Data Management
Feature prioritization:
To ensure Project Mumsy delivered the most effective solutions, features were ranked based on three key criteria
Urgency: How critical is the feature to a mother’s immediate health and well-being?
Frequency of Use: How often will users interact with this feature?
Potential Impact: How significantly will the feature improve maternal healthcare outcomes?
This systematic prioritisation approach helped balance core functionalities with user engagement, ensuring a seamless, high-value experience.
Information architecture: structuring mumsy for maximum usability
The architecture was structured around three core pillars:
Learn & Track: Personalized pregnancy monitoring, medically verified insights & content. milestone tracking.
Connect & Engage: Peer-driven support, expert Q&As, and interactive discussions to foster community and trust.
Access & Act: Instant healthcare services, telehealth consultations, emergency support, and a secure medical records hub.
Key Principles:
Personalized Navigation Based on Maternal Stage
Flat Hierarchy for Quick Access
Cognitive Load Reduction
Intuitive Categorization
https://www.figma.com/proto/IWrEhRFlbC8dq26e7NPz9c/second-team-library?node-id=616-4438&node-type=frame&t=YmV81idYuCyCxeiO-1&scaling=scale-down&content-scaling=fixed&page-id=411%3A191&starting-point-node-id=616%3A4438&show-proto-sidebar=1
Key Learnings
Personalization is Key
Reducing Cognitive Load Improves Engagement
Community & Emotional Support Matters
Inclusive Design Expands Reach
Seamless Access to Healthcare is Critical
Closing Thought
Mumsy is more than a product—it’s a commitment to transforming maternal health.
It redefines access to care, guidance, and support as a necessity, not a luxury.
Through system thinking and user-centered design, Mumsy builds a connected ecosystem that delivers real, measurable impact.
Because supporting mothers is an investment in the future.
