UX Collection

Discover

Overview:
Pregnancy+ is the world's leading pregnancy tracker app from Philips Avent. It offers expert advice, daily articles, pregnancy trackers, healthcare tips, and interactive 3D models to track a baby's development.

Problem statement:
During the experiment, the user navigation structure hindered content consumption, discovery, and intuitive access, making it difficult for users to engage with the platform effectively.

The navigation was split into four tabs: Today, Me, Baby, and More. The content was dispersed across the Today, Me, and Baby tabs and categorized under labels such as daily, blogs, guides, and weekly.

This fragmented categorization made it challenging for users to find specific information or engage deeply with their pregnancy journey.

Moreover, the connections between articles were unclear, leading to a low number of articles consumed per session. Articles were presented in a "stand-alone" and "static" format, making the content experience less engaging.

To address these issues, the content team reorganized the entire content architecture.

Research and analysis:
By analyzing user behaviour and content consumption per Daily Active User (DAU), we realized that our content consumption per DAU was low (see screenshots).

Design process:
The design team was introduced to the project by the production/content team, who provided a problem statement, goals, assumptions, requirements, and constraints. To ensure a thorough and structured approach, the design team decided to implement a gated process for design approval.

Below is a glimpse of the Low Fidelity Designs based on the given User Stories:

High Fidelity designs:

Iconography and colour palette:

Solution:
We first built the Minimum Lovable Product (MLP) in web-view to test the new approach, prioritizing certain functionalities (we didn't include likes, bookmarks, or mark-as-viewed). We reorganized our app navigation into three tabs: Today, Discover, and Tools. One tab, Discover, serves as a repository of core topics, while the Tools tab is dedicated to trackers and tools. We categorized our core content in the Discover tab into Topics and Subtopics (Collections or Core Series).


We organized the content in a clearer structure:

  • More intuitive

  • Allows for easier discovery

  • Enables users to consume content related to their future pregnancy stages and baby development

  • Encourages users to complete collections of articles and explore more topics through "circular" consumption

Show recording here

Results and app metrics:
Overall the experiment is a success. 

  • All indicators showed significant improvements in content consumption.

  • With the presence of Discover, we saw improvement across content consumption KPIs.

  • Significant Retention increase.

  • Average reads: 20-25% greater 

  • Bounce rate: 65-70% lower 

  • Quality view: 27-40% greater 

Future:

We plan to add a search bar to improve discoverability. We assume that a search bar will make it quicker for pregnant women to find the answers they need.