Describe the creative idea

It's Our Baby App is an end-to-end, personalized, and digital-first pregnancy companion with a strong focus on holistic wellbeing for both the mother and baby. Cloudnine Hospitals, a pioneer in maternity healthcare in India, approached us for designing an omnichannel experience that handholds expecting couples throughout the journey of pregnancy & childbirth that adapted seamlessly with the Covid-19 lockdowns & restrictions. We aimed to design a comprehensive digital healthcare platform that fuses the physical and the digital, a cogent link between both the entities for complete mother & newborn care. Our approach for the app design included building a platform that integrates care, information, and support - the holy trinity of successful maternal care. The outcome was an app that alleviated stress and anxiety associated with the pregnancy journey, empowered pregnant women through instant access to doctor-approved care, knowledge, & support.

Describe the execution

An app built not just for the expecting women, but also for the spouse/partner who can now have increased participation in the beautiful journey of pregnancy & parenthood by Alleviating anxiety Dedicated care teams, accurate symptoms tracker, easy consultation booking, reliable SOS button, & more easing the journey for pregnant women. Empowering expecting moms A wide range of authentic information and support from an all-inclusive list of pregnancy experts, along with every scan/report/prescription bundled together at one place. Nutrition, mental, & physical healthcare A one-stop maternity care platform that prioritizes diet, nutritional intake, physical health, & mental wellbeing of the expecting moms, providing a wholesome personalized experience. Ante, pre, & post natal support Maternity care that goes beyond childbirth, providing guided support through neonatal care ranging from vaccination charts for the newborn, lactation experts. Financial clarity & inclusion of partner/spouse From easy pre-paid packages (removing the need of last minute payments & long hospital queues) to attractive discounts, & more. Design process Research - Complete pregnancy journey, week-by-week basis, understanding fetal growth, nutritional requirements, risk factors, & more. Stakeholder meetings to understand the financial & insurance related aspects of pregnancy care & delivery, along with pregnancy packages, emergency services, & the overall workflow of Cloudnine hospitals. Strategy - Create a trustworthy platform that caters real time & highly personalized support, flows & IA for all possible edge cases. Making an app that ensures participation from the partner & more family members . Building a complete ecosystem & online community of expecting mothers, doctors, experts, therapists, & more. Design Principles - To build an app that has the following