2023
Valeriia Nikolaieva
UX, UI, Product Design
Lead UX/UI Designer
Maternifly is a thoughtfully designed mobile app created to support women throughout pregnancy and early motherhood. The app combines health tracking, educational content, emotional wellbeing tools, and community features—all personalized through AI-driven recommendations. My role included leading the full UI/UX design process, from user research and journey mapping to wireframing and designing an intuitive interface in Figma, aimed at empowering and comforting users during this critical life phase.
Many expectant and new mothers face challenges in accessing reliable health information, tracking their wellness, and finding emotional support in one convenient place. Existing solutions are often fragmented, overwhelming, or lack personalization, making it difficult for women to feel fully supported throughout their motherhood journey.
Maternifly addresses these issues by offering an all-in-one app that integrates health monitoring, educational resources, and emotional support within a user-friendly, personalized interface. Leveraging AI-driven recommendations, the app adapts to individual needs, providing timely guidance and fostering a supportive community to help women navigate pregnancy and early parenthood with confidence and peace of mind.
UX research, UI design, UX - Business - Marketing Collaboration
The design process began with extensive user research, including interviews and surveys with expectant and new mothers, to deeply understand their needs, pain points, and behaviors.
I mapped out user journeys to identify key moments where support and information were most critical. Based on these insights, I developed wireframes and interactive prototypes in Figma, iterating closely with potential users and stakeholders to refine usability and visual appeal.
The interface was crafted to be calming and intuitive, prioritizing accessibility and ease of navigation across devices. I incorporated AI-powered personalization features to tailor content and recommendations uniquely for each user.
Throughout the project, I collaborated with developers and healthcare experts to ensure the app’s functionality aligned with user expectations and industry standards, resulting in a holistic digital experience that truly supports women through their motherhood journey.
Conducted a detailed survey targeting expectant and new mothers to gather quantitative data on their biggest challenges, preferred features, and current gaps in maternity support apps.
The survey helped identify common pain points and user priorities.
Held in-depth interviews with a diverse group of women in different stages of pregnancy and early motherhood.
These qualitative sessions revealed emotional needs, frustrations with existing solutions, and desired app functionalities that would make their journey easier and more reassuring.
Users need a centralized platform combining health tracking, education, and emotional support.
Personalized content and recommendations are crucial for feeling understood and supported.
Simplicity and ease of navigation reduce anxiety and increase engagement.
Real-time reminders and alerts help users stay on top of appointments and wellness checks.
A supportive community feature encourages connection and sharing experiences.
Trustworthiness and credibility of content are essential in healthcare-related apps.
Analyzed leading maternity and parenting apps to identify strengths and weaknesses.
Found that while many apps offer either health tracking or educational content, few provide a fully integrated experience with emotional support and AI personalization.
This insight shaped Maternifly’s unique value proposition: a holistic, user-centered platform that meets diverse needs in one app.
To ensure a consistent, accessible, and engaging user experience, I developed a comprehensive design system tailored specifically for Maternifly.
The system includes a harmonious color palette featuring calming blues and soft pastels to evoke trust and comfort.
Typography choices prioritize readability with a clean, modern sans-serif font paired with gentle accents to create warmth.
The component library consists of reusable UI elements such as buttons, forms, cards, and icons designed with accessibility in mind, ensuring clear visual hierarchy and touch-friendly targets for mobile users.
Interaction states and animations are subtle and purposeful, enhancing usability without overwhelming the user.
This scalable design system not only streamlines development but also provides a cohesive brand identity that supports the app’s mission to nurture and empower women through pregnancy and early motherhood.
Generated and refined ideas based on user insights, focusing on creating simple, intuitive, and supportive features like personalized recommendations, community tools, and easy onboarding to enhance the motherhood journey.
Based on user research and insights, I conducted brainstorming sessions to generate diverse ideas focused on simplifying the user journey and addressing essential needs such as health tracking, personalized content, and emotional support.
Developed low-fidelity sketches and wireframes to explore various layouts and interaction flows. The concepts emphasized ease of use, quick access to key features, and a calming visual style to minimize user stress.
Gathered collaborative feedback from potential users and stakeholders, which helped refine the ideas and prioritize features for development.
Maternifly delivers a holistic digital experience that supports women during pregnancy and early motherhood by combining essential tools in one thoughtfully designed mobile app.
The solution includes personalized health tracking, emotional wellness features, educational content, and a built-in community — all wrapped in a calming, intuitive interface. Leveraging AI, the app adapts to each user’s stage and needs, providing timely insights and encouragement.
The clean, user-friendly design ensures that information is easy to find and use, reducing stress and promoting confidence during this life-changing journey.
