SITUATION

Mumsnet is the UK's biggest online parenting network. Its huge community posses powerful collective wisdom. But the team at Mumsnet understand that, when it comes to pregnancy, navigating and digesting all that community wisdom can be tough. It’s time consuming, full of opinion, and occasionally overwhelming.

BRIEF

Leverage the Mumsnet brand to create a pregnancy app that leapfrogs the competition and becomes a leading choice for expectant parents. Do so by taking all the great existing content from Mumsnet and turning it into an intuitive, consistent experience for users of the app – supporting women in an empathetic, enjoyable and personal way.

OBJECTIVES

• Connect with pregnant women by being an engaging and useful tool.

• Appeal to a broader audience, including first-time mums who wouldn’t necessarily identify with Mumsnet

• Increase brand loyalty among expectant mums, not just post-birth

• Generate app-sponsorship revenue

We curated the best Mumsnet pregnancy advice into hundreds of pieces of content and delivered them in a personal, intuitive way. The app retained the authentic, home-made Mumsnet look and tone, presenting pregnancy as a human, not medical, condition. Key features include:

• An interface that grows as you do, becoming more rounded over 40+ weeks

• Bold week-by-week cover imagery to share human stories not medical facts

• Expert information on how you and your baby are changing, week by week, coupled with advice from other mums on how they coped at the same stage

• Written and visual journals to keep track of your progress, thoughts, and significant moments - from the first scan to the first kick

• Filtered access to threads on Mumsnet's Pregnancy forum, where you can find out how other mums-to-be are feeling

• Alerts when fresh articles and information are available

• Designed and built for iOS in 9 weeks