Research-driven UX CASE STUDY
M.A.Y.
Making Pregnancy Support More Accessible and Empowering.
ROLE
ROLE
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
TIMELINE
TIMELINE
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”
“Just rest”
“Other moms do it”
“Think positive”
“Be grateful”
“It’s normal”
“Think positive”
“Be grateful”
“Just rest”
“Other moms do it”
“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:
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
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
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.
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
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."
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.”
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.
Collaborative selection and prioritization of high-impact ideas.
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
To ensure M.A.Y. resonated with real users, we conducted usability testing with pregnant individuals. Their feedback not only validated the concept, but also led to key refinements that made the experience more intuitive, emotionally supportive, and personalized.
To ensure M.A.Y. resonated with real users, we conducted usability testing with pregnant individuals. Their feedback not only validated the concept, but also led to key refinements that made the experience more intuitive, emotionally supportive, and personalized.
To ensure M.A.Y. resonated with real users, we conducted usability testing with pregnant individuals. Their feedback not only validated the concept, but also led to key refinements that made the experience more intuitive, emotionally supportive, and personalized.
🌟 What Users Loved
The feedback confirmed that M.A.Y. was addressing a real emotional gap in existing pregnancy apps. Here’s what stood out:
🟢 Shared feelings made them feel seen
🟢 Emotional tracking felt more human
🟢 Tailored experience felt supportive
The feedback confirmed that M.A.Y. was addressing a real emotional gap in existing pregnancy apps. Here’s what stood out:
🟢 Shared feelings made them feel seen
🟢 Emotional tracking felt more human
🟢 Tailored experience felt supportive
The feedback confirmed that M.A.Y. was addressing a real emotional gap in existing pregnancy apps. Here’s what stood out:
🟠 Shared feelings made them feel seen
🟠 Emotional tracking felt more human
🟠 Tailored experience felt supportive
User feedback confirmed emotional impact—personalization and shared experiences stood out.
❗️What Needed Work
Through four rounds of testing, we identified three key areas for improvement:
🟠 Mood and symptom logging felt clinical and disconnected
🟠 The visual tone lacked warmth and clarity
🟠 Content personalization was unclear — users weren’t sure how their input shaped recommendations
I focused on refining the third issue in the next iteration.
Through four rounds of testing, we identified three key areas for improvement:
🟠 Mood and symptom logging felt clinical and disconnected
🟠 The visual tone lacked warmth and clarity
🟠 Content personalization was unclear — users weren’t sure how their input shaped recommendations
I focused on refining the third issue in the next iteration.
The feedback confirmed that M.A.Y. was addressing a real emotional gap in existing pregnancy apps. Here’s what stood out:
🟠 Shared feelings made them feel seen
🟠 Emotional tracking felt more human
🟠 Tailored experience felt supportive
🔁 Iterating on Content Personalization
In our early prototype, we focused heavily on personalized content based on logged moods and symptoms. But testing revealed two key issues:
🟠 When users didn’t log anything, the app lacked relevant or visible content.
🟠 Users wanted the freedom to explore broader topics beyond their current state.
This made the experience feel incomplete and rigid, especially for first-time users or those who skipped mood tracking.
In our early prototype, we focused heavily on personalized content based on logged moods and symptoms. But testing revealed two key issues:
🟠 When users didn’t log anything, the app lacked relevant or visible content.
🟠 Users wanted the freedom to explore broader topics beyond their current state.
This made the experience feel incomplete and rigid, especially for first-time users or those who skipped mood tracking.
In our early prototype, we focused heavily on personalized content based on logged moods and symptoms. But testing revealed two key issues:
🟠 When users didn’t log anything, the app lacked relevant or visible content.
🟠 Users wanted the freedom to explore broader topics beyond their current state.
This made the experience feel incomplete and rigid, especially for first-time users or those who skipped mood tracking.
Flow of the Initial Personalized Experience.
Broadening Access: Personalized + Default Topics
While personalized tags offered emotional relevance, we realized users also needed freedom to explore topics beyond what they had logged. This insight led to two major updates: one on the home screen and one in the community board navigation.
While personalized tags offered emotional relevance, we realized users also needed freedom to explore topics beyond what they had logged. This insight led to two major updates: one on the home screen and one in the community board navigation.
While personalized tags offered emotional relevance, we realized users also needed freedom to explore topics beyond what they had logged. This insight led to two major updates: one on the home screen and one in the community board navigation.
On the Home Screen: Encouraging Logging Without Restricting Content Access
🡆 The redesigned home screen guides users to log their mood — but importantly, it no longer blocks access to the rest of the app. Even without logging, users can still navigate and explore content, making the app feel more welcoming and less dependent on input.
🡆 The redesigned home screen guides users to log their mood — but importantly, it no longer blocks access to the rest of the app. Even without logging, users can still navigate and explore content, making the app feel more welcoming and less dependent on input.
🡆 The redesigned home screen guides users to log their mood — but importantly, it no longer blocks access to the rest of the app. Even without logging, users can still navigate and explore content, making the app feel more welcoming and less dependent on input.
Redesigning the Home Screen to Encourage Logging with Confidence.
On the Community Board: Combining Personalized Tags with Topic Filters
🡆 Emotion-based tags (like Irritated and Nausea) still surface relevant content instantly. But for users seeking more, the new hamburger menu opens up broader categories — from Doctor Visits to Postpartum Prep — giving users full control over their discovery path.
🡆 Emotion-based tags (like Irritated and Nausea) still surface relevant content instantly. But for users seeking more, the new hamburger menu opens up broader categories — from Doctor Visits to Postpartum Prep — giving users full control over their discovery path.
🡆 Emotion-based tags (like Irritated and Nausea) still surface relevant content instantly. But for users seeking more, the new hamburger menu opens up broader categories — from Doctor Visits to Postpartum Prep — giving users full control over their discovery path.
Explore default topics via the hamburger menu.
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Research-driven UX CASE STUDY
M.A.Y.
Making Pregnancy Support More Accessible and Empowering.
tYPE
Team Project @ SVA
ROLE
UX/UI Designer
Team
Wren Wang
Heba Jaleel
Rohitha Remala
Patrick Baca-Chandler
TIMELINE
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”
How did we address that problem?
M.A.Y. helps pregnant individuals feel emotionally supported, informed, and connected through:
Dynamic Mood & Symptom Tracking
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.
Shared Emotions Visualization
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.
Personalized Support
& Anonymous Community
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.
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."
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.”
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?
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.
Collaborative selection and prioritization of high-impact ideas.
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
To ensure M.A.Y. resonated with real users, we conducted usability testing with pregnant individuals. Their feedback not only validated the concept, but also led to key refinements that made the experience more intuitive, emotionally supportive, and personalized.
🌟 What Users Loved
The feedback confirmed that M.A.Y. was addressing a real emotional gap in existing pregnancy apps. Here’s what stood out:
🟠 Shared feelings made them feel seen
🟠 Emotional tracking felt more human
🟠 Tailored experience felt supportive
User feedback confirmed emotional impact—personalization and shared experiences stood out.
❗️What Needed Work
The feedback confirmed that M.A.Y. was addressing a real emotional gap in existing pregnancy apps. Here’s what stood out:
🟠 Shared feelings made them feel seen
🟠 Emotional tracking felt more human
🟠 Tailored experience felt supportive
🔁 Iterating on Content Personalization
In our early prototype, we focused heavily on personalized content based on logged moods and symptoms. But testing revealed two key issues:
🟠 When users didn’t log anything, the app lacked relevant or visible content.
🟠 Users wanted the freedom to explore broader topics beyond their current state.
This made the experience feel incomplete and rigid, especially for first-time users or those who skipped mood tracking.
Flow of the Initial Personalized Experience.
Broadening Access: Personalized + Default Topics
While personalized tags offered emotional relevance, we realized users also needed freedom to explore topics beyond what they had logged. This insight led to two major updates: one on the home screen and one in the community board navigation.
On the Home Screen: Encouraging Logging Without Restricting Content Access
🡆 The redesigned home screen guides users to log their mood — but importantly, it no longer blocks access to the rest of the app. Even without logging, users can still navigate and explore content, making the app feel more welcoming and less dependent on input.
Redesigning the Home Screen to Encourage Logging with Confidence.
On the Community Board: Combining Personalized Tags with Topic Filters
🡆 Emotion-based tags (like Irritated and Nausea) still surface relevant content instantly. But for users seeking more, the new hamburger menu opens up broader categories — from Doctor Visits to Postpartum Prep — giving users full control over their discovery path.
Explore default topics via the hamburger menu.
PORTFOLIO
CHECK OUT SOME MORE
Doenba Edit
Doenba Edit
Doenba Edit