YogiBirth, UX Case Study
The design process evaluate potential changes from the IOS app to port to Android.
YogiBirth is an education-based yoga programme to support your mental, physical & emotional wellbeing throughout pregnancy.
Launched on Aug 2019, It offers pregnant women access to:
Midwife-led pregnancy yoga videos, Guided meditations & relaxations audios, Breathing exercises for labour & birth, Childbirth education articles.
To comply with my confidentiality agreement I have omitted and appropriated confidential information.
These designs are a reinterpretation of the original.The challenge
The goals were to:
1. Evaluate potential changes from iOS app to port to Android.
2. Expand inclusions for pre and postnatal inclusions as a future business roadmap.
My Role
We worked at a team of three UX designers, as this was an Agile project, and under two weeks at the scope, we decided to manage our time first we planned in a timeline of work.
Design Toolkit
User Interviews
User interviews are significant because that would bring enough data and inputs to generate concepts and hypothesis.
We chose to Interviewed 6 Futures Mum/Mums, that would bring enough data and inputs to generate concepts and hypothesis.
After the conceptualisation phase, however, we’d take the prototype out to test with other users to gather more feedback and validation.
Interviewed audience
The interview took approximately 45 minutes and included two parts :
First
In the first part, we asked about, lifestyle, exercises, feelings during pregnancy, fears.
Second
In the second part, we did usability testing of the current app in IOS to Android users.
Affinity Mapping
We Extract and evaluate previous research and find gaps from existing research.
Our group had taken all the data from interviews conducted by the clients and built an affinity Map.
I took this data and transferred everything on a Miro digital board to be able to keep the process and share it.
Interview Insights
After analysing the interviews, despite the amount of generated data, this was the most relevant information for decision-making in creating the solution:
As a mum/future mum, I need different exercise options so that I can reduce stress increase wellbeing without being limited by time and space
As a mobile user, I need an app fit for purpose, and value for money so that I'm not feeling like I am being ripped off
As a future mum/mum I need reliable information sp that I can clear my doubts
As a mum/ future mum, I need to have the support and trusted the information so that my fears and worries can be addressed appropriately and managed.
Persona
Through careful analysis of our research, we identified sufficient behavioural variables to segment our user audience. These variables we categorised into Exercises, Worries and Fears, Goals, Search online information.
Our client provides us with three personas that were to represent their target market. But we find another potential market from our insights and decided to present another persona that we used for the ideation and prototype.
Improving the MVP:
Normally, I would run the MVP session with the insight without any ideas/visual concepts attached to it.
In an environment where there is much insight, this approach is excellent - it helps the business to focus on developing ideas only on the essential stuff. However, we've modified the process slightly this time as the insight were grouped at a higher level. We, therefore, decided to run the MVP session with a different approach: take each of the insight cards, ideate upon each one with our stakeholder, and dot voted on the ideas. The stakeholder then MVP the proposed ideas. This approach can provide a more tangible idea/concept for us too.
Ideation Time
We made sketches, then we voted on the ideas we liked the most and then we chose which ones to prototype
User Flow for “Diary”
When I finish sketched my concepts, I did a user flow, to be clear about all the steps before moving on to the prototype.
Prototyping
Usability Test
Testing of concept testing & interaction
Pricing display
● The pricing model can be understood easily.
● User is able to select the pricing/subscription they want.
Unlock to see more content
● User understands what the unlock is about.
● Test to see if they like the concept
My affirmations
● The user knows how to log daily affirmation
● User add it to the daily push notification.
● The user knows that it will show up in the daily push notification.
● See it in the daily notification.
Diary
● User is able to log their dairy and save it.
● The user knows how to share their diaries with their contacts if they wish.
Delivery
We delivered High fidelity prototype based on the current app, showed the added features and Usability testing results.
Final presentation with our client, It was a pleasure working with Tom, YogiBirth’s CEO.
Future opportunities
Due to the shortage of time, we couldn't diagram the most challenging ideas we devised, but we list them as future opportunities. Some of the features are:
● Money-back guarantee
● Live yoga streams
● Sourcing for enhanced topic authority
● Live chat with Laura (YogiBirth’s midwife and Co-Founder) Q&A
● Various timed videos from 5-60 minutes
● Pre-natal partner (tasteful) tantra class
● Podcast series
● Users like you: shared experiences
● Guest contributions: nutritionist, counsellor PT, doctor
Improved prototype including the Diary
The diary allows YogiBirth to keep the engagement after the pregnancy.
Hi-Fi designs and prototype on SketchApp.
“Thanks
A big thanks to the people who participated in the interviews and gave me feedback to improve the idea.
In particular, I thank the Co-Founders Tom and Laura.
That’s all.”