Research-driven UX CASE STUDY

Research-driven UX CASE STUDY

M.A.Y.

M.A.Y.

Making Pregnancy Support More Accessible and Empowering

Making Pregnancy Support More Accessible and Empowering

Making Pregnancy Support More Accessible and Empowering

Making Pregnancy Support More Accessible and Empowering

tYPE
tYPE

Team Project @ SVA

Team Project @ SVA

Team Project

@ SVA

Team Project

@ SVA

ROLE
ROLE

UX/UI Designer

UX/UI Designer

UX/UI Designer

UX/UI Designer

Team
Team

Wren Wang

Heba Jaleel

Rohitha Remala

Patrick Baca-Chandler

Wren Wang

Heba Jaleel

Rohitha Remala

Patrick Baca-Chandler

Wren Wang

Heba Jaleel

Rohitha Remala

Patrick Baca-Chandler

Wren Wang

Heba Jaleel

Rohitha Remala

Patrick Baca-Chandler

TIMELINE
TIMELINE

15 Weeks

15 Weeks

15 Weeks

15 Weeks

Problem space

Pregnancy Can Be Overwhelming and Isolating

We learned from first-time mothers that pregnancy, especially in the early stages, is often romanticized, but in reality, it’s full of challenges: unexpected morning sickness, emotional ups and downs, and the fear of feeling alone.

“Think positive”

“Just rest”

“Other moms do it”

“It’s normal”

“Be grateful”

“Think positive”

“Be grateful”

“Just rest”

“Other moms do it”

“It’s normal”

“Think positive”

“Just rest”

“Other moms do it”

“It’s normal”

“Be grateful”

“Just rest”

“Other moms do it”

“Think positive”

“Be grateful”

“It’s normal”

How did we address that problem?

M.A.Y. helps pregnant individuals feel emotionally supported, informed, and connected through:

M.A.Y. helps pregnant individuals feel emotionally supported, informed, and connected through:

M.A.Y. helps pregnant individuals feel emotionally supported, informed, and connected through:

Dynamic Mood & Symptom Tracking

Dynamic Mood & Symptom Tracking

Helping Users Track What They Feel

— So They Can Get the Support They Need

Helping Users Track What They Feel

— So They Can Get the Support They Need

Helping Users Track What They Feel

— So They Can Get the Support They Need

By logging their mood, users build emotional awareness and a richer understanding of their well-being. This data powers tailored content and daily guidance—without extra effort.

By logging their mood, users build emotional awareness and a richer understanding of their well-being. This data powers tailored content and daily guidance—without extra effort.

By logging their mood, users build emotional awareness and a richer understanding of their well-being. This data powers tailored content and daily guidance—without extra effort.

Shared Emotions Visualization

Shared Emotions Visualization

Reassuring Users They’re Not Alone by Showing How Others Feel the Same

Reassuring Users They’re Not Alone by Showing How Others Feel the Same

Reassuring Users They’re Not Alone by Showing How Others Feel the Same

Emotional struggles can feel isolating. By surfacing real-time stats of how many others feel similarly, M.A.Y. creates quiet moments of connection and reassurance—without forcing interaction.

Emotional struggles can feel isolating. By surfacing real-time stats of how many others feel similarly, M.A.Y. creates quiet moments of connection and reassurance—without forcing interaction.

Emotional struggles can feel isolating. By surfacing real-time stats of how many others feel similarly, M.A.Y. creates quiet moments of connection and reassurance—without forcing interaction.

Personalized Support
& Anonymous Community

Personalized Support
& Anonymous Community

Personalized Support
& Anonymous Community

Combining Safe Peer Support With Tailored Guidance Based on Mood and Needs

Combining Safe Peer Support With Tailored Guidance Based on Mood and Needs

Combining Safe Peer Support With Tailored Guidance Based on Mood and Needs

M.A.Y. connects users to a judgment-free space to share openly, while recommending content based on their emotional state and needs. This dual approach reduces isolation and delivers relevant help when it matters most.

M.A.Y. connects users to a judgment-free space to share openly, while recommending content based on their emotional state and needs. This dual approach reduces isolation and delivers relevant help when it matters most.

M.A.Y. connects users to a judgment-free space to share openly, while recommending content based on their emotional state and needs. This dual approach reduces isolation and delivers relevant help when it matters most.

HOW DID WE GET HERE?

revisiting the process…

MY ROLE

As part of a collaborative student team, my key responsibilities included:

  • Problem Analysis & Ideation: Defined key user challenges and Led brainstorming.

  • UX Design & Final UI: Owned initial user flows and visual style, independently completing the final UI implementation.

Desk Research

Digging into existing research, we quickly saw that morning sickness, confusing medication guidance, and fragmented healthcare were causing real stress for pregnant individuals.

We mapped emotional fluctuations, identifying key pain points and common unmet needs throughout pregnancy stages.

Deep User interviews

Chatting deeply with our target users gave us vivid insights beyond the surface-level data—revealing hidden emotional and practical struggles.

We conducted four in-depth interviews with pregnant individuals, each in a different trimester, to validate our desk research and uncover more personal challenges.

After organizing and analyzing our interview insights through affinity mapping, we began to see clear patterns in the emotional challenges shared across participants:

  • 4 out of 4 felt emotionally isolated, especially early in pregnancy

  • 3 out of 4 were confused by symptom-related misinformation

  • 1 out of 4 withdrew from social sharing due to judgment, revealing a need for safer, nonjudgmental spaces

EMOTIONAL ISOLATION

"No healthcare providers or society, no one really talks about how truly bad the beginning can be."

EMOTIONAL ISOLATION

"No healthcare providers or society, no one really talks about how truly bad the beginning can be."

EMOTIONAL ISOLATION

"No healthcare providers or society, no one really talks about how truly bad the beginning can be."

EMOTIONAL ISOLATION

"No healthcare providers or society, no one really talks about how truly bad the beginning can be."

MISINFORMAION

"There is misinformation on what morning sickness means. It was not always in the morning; it was afternoon for me. I was physically exhausted all the time."

MISINFORMAION

"There is misinformation on what morning sickness means. It was not always in the morning; it was afternoon for me. I was physically exhausted all the time."

MISINFORMAION

"There is misinformation on what morning sickness means. It was not always in the morning; it was afternoon for me. I was physically exhausted all the time."

MISINFORMAION

"There is misinformation on what morning sickness means. It was not always in the morning; it was afternoon for me. I was physically exhausted all the time."

Social Withdrawal

“I don't share as much as I used to on social media and my personal sharing has reduced.”

Social Withdrawal

“I don't share as much as I used to on social media and my personal sharing has reduced.”

Social Withdrawal

“I don't share as much as I used to on social media and my personal sharing has reduced.”

Social Withdrawal

“I don't share as much as I used to on social media and my personal sharing has reduced.”

Competitive Analysis

Existing pregnancy apps overlook personalized emotional needs.

Exploring popular apps firsthand and reviewing user feedback revealed significant gaps. Users frequently felt emotionally isolated, overwhelmed by generic content, or hesitant about open sharing.

"I wish this app tailored its content better—some topics just don’t resonate with me, and I often feel overwhelmed by suggestions that seem irrelevant to my specific journey.”

— User Review

HENCE, WE ASKED…

How might we help pregnant individuals feel emotionally supported, genuinely connected, and clearly guided throughout their pregnancy journey?

How might we help pregnant individuals feel emotionally supported, genuinely connected, and clearly guided throughout their pregnancy journey?

Ideation

Rapid Ideation for Expansive Solutions

We kicked off ideation using "Crazy 8s," quickly sketching ideas to inspire creativity across digital, physical, and service-oriented solutions.

Snapshots from our Crazy 8s session.

Collaborative Prioritization & Selection: Focusing on Anonymous Community and Mood Tracking

After our rapid sketching, we held a group discussion to evaluate each idea’s feasibility and impact. Together, we selected the concepts that best addressed users’ emotional needs—namely, an anonymous community and mood tracking—to form the core of our solution.

Collaborative selection and prioritization of high-impact ideas.

early iteration

Pinpointing Solutions: Connecting Mood Tracking and Community

To make sure each idea directly addressed user pain points—like emotional isolation and lack of personalized guidance—we created a mind map that visually linked mood tracking, anonymous community, and personalized content. This step confirmed that every proposed feature would tangibly alleviate a core problem and keep users’ emotional needs at the heart of M.A.Y.

To make sure each idea directly addressed user pain points—like emotional isolation and lack of personalized guidance—we created a mind map that visually linked mood tracking, anonymous community, and personalized content. This step confirmed that every proposed feature would tangibly alleviate a core problem and keep users’ emotional needs at the heart of M.A.Y.

To make sure each idea directly addressed user pain points—like emotional isolation and lack of personalized guidance—we created a mind map that visually linked mood tracking, anonymous community, and personalized content. This step confirmed that every proposed feature would tangibly alleviate a core problem and keep users’ emotional needs at the heart of M.A.Y.

To make sure each idea directly addressed user pain points—like emotional isolation and lack of personalized guidance—we created a mind map that visually linked mood tracking, anonymous community, and personalized content. This step confirmed that every proposed feature would tangibly alleviate a core problem and keep users’ emotional needs at the heart of M.A.Y.

Collaborative selection and prioritization of high-impact ideas.

early wireframing

Exploring Layout & Navigation

We used low-fidelity wireframes to experiment with layout and user flow, ensuring a clear, intuitive path for accessing key features.

test our design

Iterating the Design Based on Real User Insights

Through four rounds of user testing, we were encouraged to see our concept strongly resonate with target users. While the emotional support and personalization were praised, users also shared thoughtful feedback that helped us identify key areas for improvement:

  • Mood and symptom logging felt clinical and disconnected from the rest of the experience

  • The visual tone lacked warmth and was difficult to read in some contexts

  • Content personalization was unclear, leaving users unsure how their input shaped recommendations

Through four rounds of user testing, we were encouraged to see our concept strongly resonate with target users. While the emotional support and personalization were praised, users also shared thoughtful feedback that helped us identify key areas for improvement:

  • Mood and symptom logging felt clinical and disconnected from the rest of the experience

  • The visual tone lacked warmth and was difficult to read in some contexts

  • Content personalization was unclear, leaving users unsure how their input shaped recommendations

Through four rounds of user testing, we were encouraged to see our concept strongly resonate with target users. While the emotional support and personalization were praised, users also shared thoughtful feedback that helped us identify key areas for improvement:

  • Mood and symptom logging felt clinical and disconnected from the rest of the experience

  • The visual tone lacked warmth and was difficult to read in some contexts

  • Content personalization was unclear, leaving users unsure how their input shaped recommendations

Through four rounds of user testing, we were encouraged to see our concept strongly resonate with target users. While the emotional support and personalization were praised, users also shared thoughtful feedback that helped us identify key areas for improvement:

  • Mood and symptom logging felt clinical and disconnected from the rest of the experience

  • The visual tone lacked warmth and was difficult to read in some contexts

  • Content personalization was unclear, leaving users unsure how their input shaped recommendations

User feedback confirmed emotional impact—personalization and shared experiences stood out.

PORTFOLIO

PORTFOLIO

PORTFOLIO

PORTFOLIO

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CHECK OUT SOME MORE

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