Product
"Crescente" is an application designed for new mothers from diverse age groups and social backgrounds. Its aim is to support these mothers by providing them with the confidence and knowledge necessary to navigate the postpartum period with greater ease and positivity.
We recognize that every woman's journey into motherhood is unique and influenced by various factors. It's a journey that's neither flawless nor unsuccessful, where each individual does their best within their own circumstances. In this light, the tool embraces the concept of "Real Motherhood," rejecting romanticized notions of the process and refraining from placing any undue expectations on mothers
Key features
- Personalized onboarding experience
- In-app content
- Health and habit tracking, for both mothers and children
- Community forums and private messaging
Onboarding - Introduction to the app in 5 steps. In addition to their name, we ask “How do you identify”, “What are your goals with the app” and “Your interests in the universe of motherhood”. Home - Personalized content suggestions, community links and other notifications.
Team
This project was developed at the State University of Santa Catarina (UDESC) by Dafne Miranda and Beatriz Bastos, under the guidance of professors Maurício Dick and André Kaercher.
Beatriz and I divided tasks evenly, collaborating closely and jointly making decisions. We allocated certain activities based on our individual design strengths; for instance, Beatriz focused on illustrations while I concentrated on designing components.
My role
- Contributing to all stages of the design process
- Technical reference in Interaction Design
Content - Articles by healthcare professionals, organized by different types of media (videos, articles, infographics)
Process
We performed an exploratory research, conducting interviews, surveys, and secondary research on Brazilian public data. Our findings revealed that new mothers often wish for a support network but struggle to establish one. They typically seek postpartum information online, rather than relying solely on doctor appointments. Through benchmark analysis, we observed a gap in apps in this sector, as most predominantly address pregnancy and childcare, leaving postpartum out.
With this input, we developed diverse personas representing various maternal backgrounds and experiences, as well as their job stories. Subsequently, a categorical analysis yielded our content requirements, informing the functional specifications and ultimately shaping the app's information architecture.
Following the development of low-fidelity wireframes, we conducted usability and accessibility tests, assessing factors such as time-on-task and employing the "think aloud" method. This process identified areas for improvement, particularly in terminology and iconography, to enhance user comprehension.
Lastly, we established interface guidelines, heavily influenced by the Web Content Accessibility Guidelines (WCAG). Additionally, we defined a consistent brand voice, tone, and a glossary of preferred terms to ensure coherence and clarity across the app's content.
Summary
- UX Research
- Wireframing
- Branding
- Usability and accessibility testing
- UX Writing
- Interaction Design
Monitoring and Journey analytics - Records of feelings and symptoms. Diary entries generate analysis and content suggestions
Highlights
- Received the Bornancini Design Award - Gold (Student), a prestigious biennial award in the Brazilian Design field, in 2020;
- Selected for the Brazilian Information Design Exhibition (MBTI), showcased at the 10th International Information Design Congress (CIDI) in 2021;
- Selected by a jury representing seven different countries for the international exhibition at the 9th BID meeting "Enseñanza y diseño" in Spain in 2021.
Community - Private conversations and groups, as well as forums for exchanging knowledge and experiences
