The Amma Pregnancy Tracker app has seen impressive growth, with 1.5 million monthly active users and 10 million downloads annually, reaching 7% of pregnant women worldwide. It offers a supportive community for expecting parents, featuring evidence-based pregnancy information, guidance from specialists, and emotional support from a global network.

With a strong market presence in Eastern Europe, Central Asia, and Latin America, the app has achieved a top 3 ranking in Latin America after its market expansion, demonstrating a substantial increase in user engagement

My role

I led the relaunch of the Amma Pregnancy Tracker app with the product team, focusing on attracting new users while enhancing the experience for existing ones. Through comprehensive analysis of user needs and the app's core value, we identified a key opportunity:

<aside>

while many apps focus solely on pregnancy, parenthood encompasses far more than just motherhood.

</aside>

The result: The pregnancy tracker evolved into an all-in-one platform for parenthood, expanding its scope to support users through the entire parenting journey, not just pregnancy. This transition helped increase user engagement and broaden the app's appeal to a wider audience.

Responsibilities

<aside>

• Data-Driven Design: Collaborated with analysts to process data, generate hypotheses, and conduct A/B tests to validate ideas.
• Strategic App Relaunch: Contributed to the app’s relaunch by analyzing its value to users and expanding its focus from pregnancy tracking to a comprehensive parenthood platform.
• Cross-Team Collaboration: Delivered layouts to developers and supported social media campaigns by testing new colors and illustrations.
• Prototyping and Testing: Designed, prototyped, and tested user scenarios, defending concepts and ensuring feasibility.
• Visual and Tone Redesign: Led the renewal of the app's tone of voice and visual style, aligning it with the broadened focus on parenthood.
• Design System Implementation: Introduced and maintained a design system approach, updating components to ensure consistency and scalability. </aside>

The main screen redesign

The initial goal was to improve the main screen through small, iterative changes rather than a complete overhaul. User testing showed that fully redesigning critical elements, like the gestational age tracker, led to an increase in support inquiries and negative app reviews.

This feedback underscored the tracker’s importance, as most women depended on it during doctor visits and as a primary source of information.

Using an iterative approach, we preserved familiar elements while introducing enhancements to better meet user needs. This method ensured a smoother transition for users, maintaining their trust and satisfaction while improving the overall design.

Personalization

Collected user information during onboarding to personalize the home screen with the most relevant content.

Subscription