A mobile app for pregnancy and women’s health, designed around a home screen that knows what week it is.
The brief
An app with a moving centre.
Most apps have a stable home screen. A pregnancy app does not. What matters in week eight (symptoms, early appointments, what is safe) has almost nothing in common with week thirty-four, and the user does not want to go looking for the difference.
There is also a tone problem running through everything. Pregnancy content sits close to medical information and close to anxiety at the same time. Too clinical and it frightens; too breezy and it stops being useful at exactly the moment someone needs it.
So the design problem was less about screens and more about sequencing: what comes forward when, and what quietly steps back.
What we designed
Design the timeline, then the screens.
The home screen reorders itself around where the user is in the journey, so the app opens on what matters now rather than on a menu.
We tested the visual and verbal tone against the harder moments, not only the celebratory ones, because that is where most products in this category fail. Symptom and progress logging was designed for speed, so the data stays useful without the app becoming a chore.
What shipped
Forty weeks, one moving hierarchy.
The full mobile app UX and UI, delivered in Figma and handed over for development, with the 40-week journey designed as a hierarchy that changes over time instead of a fixed home screen.
