BABY JOURNEY

From early concept to product launch

I worked closely with the founders to bring Baby Journey from an early idea to a launched pregnancy mobile app. As the sole designer, I owned the end-to-end user experience, from user research to interaction design and final UI. Today, six years later, Baby Journey is the largest pregnancy app in the Nordic countries.

ROLE

UX & Product Designer

PERIOD

Feb–Oct 2020

PLATFORMS

iOS & Android

Building an understanding of expectant parents

One of the biggest challenges was understanding the needs and expectations of pregnant women and their partners.

I advocated for investing in research early on. We interviewed potential users and I benchmarked competing pregnancy apps to better understand user needs and opportunities.

I synthesised the research findings into an impact map, helping inform feature prioritisation and providing a foundation for the initial product design.

Building an understanding of expectant parents

One of the biggest challenges was understanding the needs and expectations of pregnant women and their partners.

I advocated for investing in research early on. We interviewed potential users and I benchmarked competing pregnancy apps to better understand user needs and opportunities.

I synthesised the research findings into an impact map, helping inform feature prioritisation and providing a foundation for the initial product design.

Turning insights into a product experience

After the research phase I translated our understanding of users into the app's user experience and final UI.

I started with low-fidelity prototypes to focus early discussions on navigation and layout rather than visual details. The experience was refined through several iterations, with ongoing feedback from people in the target audience.

From design to delivery

Half-ways in the project I also took on project management responsibility as I coordinated three developers, overseed priorities, timelines and budget.

The app was successfully launched on iOS and Android was nominated for Svenska Designpriset in 2021. Today, in 2026, Baby Journey is the largest pregnancy app in the Nordic countries.

NEXT PROJECT

Collector Bank

Simplifying complex banking experiences

GET IN TOUCH

Let’s talk.

Interested in working together or discussing an opportunity? I’d love to hear from you.

Email ↗

LinkedIn ↗

GET IN TOUCH

Let’s talk.

Interested in working together or discussing an opportunity? I’d love to hear from you.

Email ↗

LinkedIn ↗