Background
In 2024, Gen Z became the majority of first-time pregnancies (64%) and 51% of all pregnancies. As the fastest AI adopters (70% usage), this generational shift called for a fresh, personalized approach—one that reimagined pregnancy support for how Gen Z engages with technology.
Outcomes
Launched in December 2024, this AI-driven app is already making waves, with users engaging 12 times per week and sharing glowing feedback. As one user put it, “It’s crazy how much this app hits the nail on the head every time.” By blending AI with sharp UX strategy, we created a product that didn’t just meet Gen Z’s needs—it anticipated them.
Role
As Head of Product Design, I led the end-to-end discovery and design, translating research into a differentiated AI-powered experience that met Gen Z’s unique expectations for pregnancy apps.
Research & Key Insights
I conducted user research, interviewing and prototyping with 12 Gen Z moms to uncover their biggest pain points:
Traditional pregnancy apps felt outdated and generic, failing to meet the expectations of a generation used to personalization.
Many existing pregnancy apps increased anxiety instead of reducing it, leaving users overwhelmed rather than supported.
AI was appealing, but most users weren’t sure how to interact with it in this context.
These insights shaped our approach, ensuring that the AI experience was more than just a chatbot—it needed to provide structured, approachable guidance while still feeling open-ended.
Design Strategy & Key Decisions
We created a multi-layered AI experience to personalize and encourage interaction:
Daily articles and a scrollable feed for passive browsing.
Follow-up prompts after every article and question to encourage deeper engagement.
A “Groupchat” feature showing popular questions from users at the same stage of pregnancy.
Built-in memory for true personalization: The AI remembered details like family size, preferences, and location to tailor responses over time.
Conversational onboarding: Instead of a traditional form-based flow, we introduced users to the AI through a chatbot-style onboarding that taught them how to interact with it from the start.
A Gen Z-first brand: Bold colors, lifestyle photography, and an irreverent tone made the experience feel fresh and distinct from legacy pregnancy apps.
Results and Impact
The app launched in December 2024, and while early metrics are still being gathered, initial engagement is strong, with an average of 12 sessions per user per week. Early user feedback has also been overwhelmingly positive. One user shared:
"It’s crazy how much this app hits the nail on the head every time."
By combining AI with strong UX strategy, we created a product that didn’t just meet Gen Z’s needs—it anticipated them.
