Nurturey

A Perfect Companion in Your Journey from Pregnancy to Early Years

Nurturey is a UK-based mobile app designed to support new parents on their journey from pregnancy to early childhood. The app empowers parents with essential information about child health and parenting. As the creative lead for Nurturey, I played a pivotal role in crafting its user experience and visual design, creating a seamless and intuitive interface that addresses the needs of new parents.

I joined Nurturey at its inception in 2015 as the Creative Lead, overseeing both UX and visual design

My responsibility was to shape the app’s interface, ensuring it was user-friendly and aesthetically aligned with the emotional needs of new parents. This involved everything from market research, competitor analysis, stakeholder interviews, requirement gathering, brainstorming and strategy, initial wireframes to final visual designs, collaborating with developers, product managers, and stakeholders to bring the product to life.

Role & Responsibilities

UX Research: Understanding the needs and pain points of our target audience through user interviews, surveys, and competitor analysis. I conducted usability testing with early prototypes to ensure the design aligned with user needs.
Information Architecture: Structuring the app’s information flow to ensure intuitive navigation across various stages of parenting, from pregnancy to toddlerhood.
Wireframing and Prototyping: Developing low- and high-fidelity wireframes and interactive prototypes to explore different layouts and functionalities.
Visual Design: Establishing a clean, comforting, and engaging visual style that resonates with parents. I designed icons, color palettes, and typography that reflect warmth and trust.
Iterative Design: Incorporating feedback from beta testers and analytics to continuously improve the app’s user experience post-launch.

Challenges

First-time parents often find themselves sifting through scattered, sometimes unreliable sources of information, leading to confusion and anxiety

First-time parents, in particular, may feel unprepared to make informed decisions about their child’s health, development, and safety. The lack of personalized guidance can exacerbate feelings of isolation, as parents struggle to keep track of important milestones, medical appointments, and evolving needs, all while balancing their own well-being.

In the absence of a user-friendly, consolidated resource, parents are left to rely on fragmented advice from family, friends, and the internet—often leading to information overload or conflicting advice. This increases stress and may result in missed opportunities for proactive healthcare or delayed responses to potential health concerns

“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?”

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.

1. Competitor Analysis

2. Stakeholder Interview 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.

• Providing tutorials or guided setup flows.

3. User Personas

Based on the research, I developed user personas representing new parents and expecting mothers.

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.

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.