Case Study · 03
ParentPal
A mobile app and one-stop resource guiding first-time parents through conception, pregnancy, and newborn care — with personalized, stage-based support every step of the way.
Overview
The challenge
ParentPal brings everything first-time parents need into one place — from trying to conceive, through pregnancy, and into newborn care. Instead of piecing advice together from scattered sources, parents get personalized, stage-based guidance, interactive trackers and reminders, and a supportive community, all from a single dashboard.
Problem
First-time parents are overwhelmed by vast amounts of information and struggle to find reliable, personalized advice. Existing solutions are either too general or fragmented across platforms — adding confusion and stress to an already uncertain journey.
Solution
A personalized, stage-based platform that delivers tailored content and expert advice, interactive trackers and reminders, and a centralized dashboard — reducing anxiety and empowering parents with the knowledge and support to care for themselves and their baby.
Design roles
- UX Research
- UX Design
- UI Design
Target audience
- Individuals trying to conceive
- Expectant parents
- New parents
Deliverables
- User surveys
- User interview
- Persona
- User stories
- SWOT Competitor analysis
- User flows
- Sketches
- Wireframes
- Lo-fi prototypes
- Usability test data
- Clickable prototype
Specifications
Duration
3 weeks
Tools & Software
- Zoom
- Google Forms
- Pen & paper
- Figma
- Miro
- Maze
- Usability Hub
Discovery & Research
Understanding parents
Challenge
- Empathy Map
- User Interview
- SWOT Analysis
- Personas
Process
- Minimum Viable Product
- User Flows
- Storyboard
- Sketch
- Wireframe
Outcome
- Prototype
- User Testing
- What Was Learned
- Next Steps
Personas
Research surfaced three distinct audiences across the parenting journey. I built a persona for each so the design could speak to their specific needs, emotions, and stage: Sarah, trying to conceive; Emily, an expecting first-time parent; and Nate, a new first-time parent.
Key Demographics
Preferred Channels
Challenges
Key Psychographics
Habits
Wants to
Empathy maps
Sarah Trying to conceive
Quotes
- "There's so much conflicting information online — I don't know what to trust."
- "I feel lost trying to understand my own fertility cycle."
- "I just want something that actually speaks to where I am right now."
- "Everyone gives me different advice and it makes me more anxious."
Expectations
- Personalized, stage-based guidance for her specific situation
- Evidence-based and medically accurate content she can rely on
- A supportive community of people on the same path
- Easy cycle and symptom tracking in one place
- Emotional support alongside practical advice
Actions
- Researches fertility and ovulation daily across multiple sites
- Tracks her cycle manually in a spreadsheet or calendar
- Joins online forums and Facebook groups for community advice
- Schedules and prepares questions for doctor appointments
- Downloads and trials multiple apps hoping one will fit
Values
- Family and the dream of growing her household
- Her health and her future baby's well-being
- Emotional preparedness and feeling in control
- Reliability — sources she can genuinely trust
- Community and knowing she is not alone
Emily Expecting parent
Quotes
- "I want to know what's normal and what's not — without spiraling."
- "My body is changing so fast, I need reassurance week by week."
- "I scroll through forums at 2am hoping someone else felt the same."
- "I need one place, not twenty tabs open at once."
Expectations
- Week-by-week pregnancy updates tailored to her stage
- A trusted space to ask questions without judgement
- Appointment reminders and milestone tracking
- Guidance that includes her partner
- Community with other expecting parents
Actions
- Tracks baby's development week by week across multiple apps
- Screenshots articles to share with her partner
- Attends prenatal classes and OB appointments
- Reads birth stories in forums late at night
- Preps hospital bag and nursery checklists obsessively
Values
- Her baby's health and safe arrival
- Feeling informed and in control throughout pregnancy
- Her partner's involvement and shared understanding
- Trusted, medically accurate information
- Peace of mind over perfection
Nate New first-time parent
Quotes
- "Nobody tells you how exhausted you'll actually be."
- "Is this normal? I ask that question twenty times a day."
- "I want to help but I don't always know what to do."
- "I wish there was a practical guide for new dads too."
Expectations
- Clear, actionable guidance for newborn care day-to-day
- Baby milestone and development tracking
- Quick answers he can find one-handed at 3am
- Feeding, sleep, and health reminders
- A community of other new parents, especially dads
Actions
- Searches "is it normal if baby…" multiple times a day
- Watches YouTube tutorials on bathing, swaddling, feeding
- Coordinates feeding and sleep schedules with his partner
- Attends pediatric checkups and takes notes
- Joins dad-focused parenting groups online
Values
- Being a confident, present, and capable father
- His baby's health, comfort, and development
- Supporting his partner through recovery and new parenthood
- Practical knowledge over theory
- Building routines and stability for the family
User interviews
I held three remote interviews with first-time and expecting parents to understand their expectations, emotional journeys, and the gaps in the tools they were already using. The conversation was guided by questions such as:
- What were your expectations about parenthood before the journey began — and did the reality surprise you?
- How has the emotional journey been, and what moments stood out?
- What have been your most significant challenges in preparing for parenthood or caring for a newborn?
- Are there specific areas where you feel you lack information or support?
- Who or what has been your primary source of support during this transition?
- Have you used any apps, websites, or online resources — and what was helpful or lacking?
- Do you prefer articles, videos, or interactive tools, and why?
A few quotes captured the recurring themes:
"There is a shortage of evidence-based knowledge."
Interviewee
"I wish there were more streamlined tools and reliable resources available."
Interviewee
"It would be the most optimized way of learning if there was a personalized platform that gave you relevant information about the exact stage you're in."
Interviewee
Competitor SWOT analysis
I ran a SWOT analysis on The Bump to map the competitive landscape — its strengths, weaknesses, opportunities, and threats — and to find the gaps ParentPal could own.
Pain points
Synthesizing the research, four core pain points rose to the top:
- Lack of reliable fertility guidance, lifestyle recommendations, and emotional support.
- A time-consuming search process for evidence-based knowledge.
- Information overload and difficulty finding credible advice.
- Feelings of isolation and a lack of support.
Define
Shaping the solution
User stories
I translated each persona's needs into a user story to anchor the feature set and keep the design focused on real motivations.
"I want a platform that offers reliable fertility guidance and emotional support from a community going through the same thing, so I can better understand potential challenges and feel supported on the journey toward parenthood."
Trying to conceive · Sarah
"I want personalized pregnancy guidance and a supportive community of expecting parents, so I can navigate the uncertainties with confidence and feel reassured preparing for our baby's arrival."
Expecting parent · Emily
"I want practical parenting advice and a community of other new parents, so I can understand my baby's needs, gain reassurance, and navigate this new chapter with more confidence."
New parent · Nate
Defining the MVP
With the research and user stories in hand, I scoped an MVP around the essential features that deliver the most value — a streamlined, stage-based experience rather than a feature-heavy one:
Personalized stage-based dashboard
Trackers for fertility, pregnancy, and milestones
Reminders for appointments and routines
Tailored content and expert advice
Community support and connection
Design
From sketches to mockups
Sketches
Wireframes
Building on the sketches, I developed wireframes for the core flows — including account creation and the dashboard — translating concepts into structured layouts.
User test results
I tested the initial wireframes with four users over Zoom to catch early issues, then evaluated the designs against the requirements and user needs. Here's what changed:
Mockups
The high-fidelity screens were built on Google's Material Design system, with components customised to match ParentPal's visual identity — adapting typography, colour, spacing, and interaction patterns to feel warm and approachable rather than generic.
Prototype
Clickable prototype
The final clickable prototype brings together all design decisions — from onboarding through the personalized dashboard — into an interactive flow you can explore below.
Results
Usability testing
I built a clickable prototype in Figma and tested it with five users over Zoom screen-sharing sessions. The sessions pointed to clear, actionable refinements:
100%
of users found the information categories they needed in the app
80%
of users completed every task — finding a workout video, checking the weekly checklist, and learning about baby development — on their very first attempt
80%
of users completed each task in under 90 seconds
Reflections
What I learned
User-centered design is key. A deep understanding of users' needs, challenges, and emotions was essential. Thorough research and empathy mapping let me design a product that resonates with people at very different stages of the parenting journey.
The power of iteration. The process demanded flexibility and openness to change. Testing early prototypes and gathering feedback was crucial to refining the product and delivering a polished experience.
Balancing functionality and simplicity. Designing the MVP taught me to prioritize the essential features that deliver the most value while avoiding feature bloat. A simple, well-executed solution beat a complex one attempting to do too much.
Emotional connection matters. Creating emotional resonance proved as important as the functional side. Addressing the emotional journey from conception through parenthood built a stronger, more meaningful relationship with users.
Next project
Stage →