( Case study · Mobile app · Pregnancy & baby tracking )
From bump to first steps, all in one calm place
A pregnancy and baby-tracking app spanning onboarding, week-by-week pregnancy guidance, appointments, baby tracking against WHO growth standards, mom recovery, a family plan, and an AI assistant — 90+ screens designed as one connected system rather than a loose bundle of trackers.
( 01 ) The brief
A brand-new app, built from a blank canvas — pregnancy and the first year, held in one calm place.
90
screens, one connected system
Pregnancy and the first year of a baby's life each come with their own scattered tools. Bloom had to hold both without feeling like two apps stitched together.
- Week-by-week pregnancy content lived in generic articles, not tied to kicks, contractions or symptoms actually logged
- Appointments had no memory of what to ask, so the same questions got re-thought every visit
- Growth tracking against WHO percentiles needed a chart, not just a number, to mean anything
- Postpartum mood and recovery were treated as an afterthought, not a first-class part of the journey
- Partners and caregivers had no shared view — everything lived on one person's phone
- Free vs. paid features needed to be legible without the app feeling like a constant upsell
( 02 ) Objective
One calm home that carries a family from the first missed period through the toddler years.
13
Flows designed end to end — onboarding, pregnancy, birth, baby tracking, subscription, profile, recovery, and more — as one system, not separate features.
2 modes
Every core screen has a pregnancy-stage version and a baby-stage version, so the app's identity carries through instead of resetting at birth.
1 tap
The moments that matter under stress — logging a kick, timing a contraction, finding a hospital — stay one tap from the home tab.
( 03 ) Solution
A week-aware home tab, tools that stay one tap away, and growth you can actually read.
Week-by-week home tab
Progress ring, baby-size comparison, trimester progress and the next appointment, all on one card that updates itself as the pregnancy progresses.
Kick counter, contractions & symptom log
The three tools used under time pressure sit in "Your tools" on the home tab, one tap away, with mood and free-text notes for anything else.
Appointments with saved questions
Each visit carries its own date, clinic and a running list of questions to ask — so nothing gets forgotten between the couch and the exam room.
Growth vs. WHO standards
Weight and length are plotted against the WHO percentile bands, with a plain-language status (On track / Watch / Talk to doctor) instead of a raw number.
Hospital & caregiver lookup
Nearby maternity centres with live status, plus a caregiver-sharing flow so a partner can log and view without owning the account.
( 04 ) Sitemap
Thirteen sections, 94 screens — organised by the family's stage, not by feature.
Pulled straight from the Figma page structure below: the IA is grouped chronologically (onboarding → pregnancy → birth → baby → toddler) with subscription, profile and settings running alongside as a constant layer.
- A · Onboarding (7)
- B · Pregnancy (8)
- C · Baby has arrived (3)
- D · Baby tracking (10)
- E · Subscription & paywall (5)
- F · Profile & sharing (4)
- G · States & dark mode (8)
- H · Sign-in & setup (6)
- K · Mom recovery (4)
- I · Pregnancy tools (11)
- J · Baby & toddler logs (11)
- L · Explore & help (8)
- M · Settings & account (9)
- Tab bar — Today, Journey, Growth, Me, plus a centre "+" quick-log that reaches every tracker without leaving the tab
- Two parallel tracks — every "Today" and tool screen has a pregnancy version and a baby version, so switching stage doesn't mean re-learning the app
( 06 ) High-fidelity screens
( 07 ) Foundations — light mode
Fraunces for display, DM Sans for UI, on a warm sage-and-blush palette.
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