In the womb
Ovia Pregnancy feature for iOS & Android - 2019
Company
Ovia Health
Business Line
Ovia Pregnancy consumer product
My role
Senior UX Designer - Project lead
Primary team
Chief of Product, iOS engineers (2), Android engineers (2)
Project description
“In the womb” began several years ago and was my very first project at Ovia. In the beginning I was tasked with illustrating the development of a fetus over the 42 weeks of pregnancy. A full account of the project creation can be found here. After the individual illustrations were complete I was involved in building a brand new app feature to house them. The goals of the project were to engage and delight our users and to also stay competitive with other pregnancy apps.
Initial prototype
The first concept for the “In the womb” feature was that it would function as a secondary theme for our classic vector illustrated fetuses.
Adaptations
Move feature to more menu and make it a stand alone feature
Deliver weekly illustration to timeline to create anticipation
Allow user to see full feature but disable the ability to swipe (we want users to keep coming back and not for them to see them all at once)
Add instructions so users know they can zoom
User interview takeaways
All users LOVED the illustrations
3 of 5 users found the info button
5 of 5 users would like the fetus illustration to move
5 of 5 users said they would likely share fetuses via text
Users did not attempt to swipe between weeks
Final designs
User testimonials
“Love Ovia! My son is 8 and as we were anxiously awaiting the arrival of his sister, each week he would look forward to the updates on gestation progress. He had a calendar reminder set on his iPad and would make sure that before bed every Tuesday night to look at his baby sister”
“This is such a wonderful and useful app. For moms to be for the first time and moms to be for the 10th time. This app has so many wonderful features that help you and can answer questions so you don’t feel crazy. The newest add to the app is called “in the womb” and gives you a picture of what your baby looks like inside your tummy!! It’s absolutely the sweetest thing”
“Love LOVE the illustrations. Thank you so much for doing the illustration feature. Please let the illustrator know her work is beautiful and seeing how my baby looks now in these realistic images made my heart skip a beat”
They say you shouldn’t pick favorites, but…
Behind the scenes
Demoing to the team
Showing Quinnie the illustration I made based off her as a newborn
Drawing with the aid of our office baby
Drawing the inards
Outcomes
Since “In the womb” was released on July 2, 2019 we have seen a huge increase in app installs and also in monthly active users. We can see that tons of traffic is going to the main menu of fetus illustrations and that people seem to be retuning weekly to see their baby’s development. This data is also reflected in user testimonials and feedback.