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BABY STEPS

Introducing

Creative Pitch 2025

Prototype Designers: Addie Griffin & Karmen Goode

Specialists and User Testing: Kara Bumgarner & Rylee Jacobson

Floater: Emma Brockman

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MEET HELLY

Lives in rural NC

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    • No nearby OB-GYN
    • Hospital is 90+ minutes away
    • Unsure where to turn for answers

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Helly just found out that she is expecting.

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OVER 2.2 MILLION PEOPLE OF CHILDBEARING AGE IN THE U.S. LIVE IN ANTENATAL CARE DESERTS.

[SOURCE: MARCH OF DIMES & DELOITTE]

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OUR SOLUTION

A health app designed for rural parents like Helly.

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We meet them where they are—supporting every step on the journey to parenthood.

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ACCESSIBILITY

COMPETIVITE ADVANTAGES

EMMOTIONAL

SUPPORT

COMMUNITY ENGAGEMENT

PERSONALIZATION

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THE PROTOTYPE

What we’ve create to address critical need areas.

WELLBEING JOURNAL

PERSONALIZED EDUCATION

INTERACTIVE RESOURCE MAP

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When a new user like Helly joins the app, she first signs up and completes an onboarding questionnaire.

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    • She is asked to share information like:

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      • Due date
      • Location
      • Age
      • Goals
      • Concerns

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    • The App personalizes her experience based on her responses

USER JOURNEY

Onboarding

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USER JOURNEY

Onboarding

Once on the homepage, Helly would be greeted by her personalized dashboard.

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    • This is where she can access built-in tools.

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    • It also provides personalized highlight of:
      • Resources
      • Education Modules
      • Tips

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    • Each highlight has been tailored to her current journey to parents hood.

Homepage

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USER JOURNEY

Onboarding

As Helly explores tools and resources, she personalizes her journey.

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    • Baby Steps grows with her, from pregnancy through postpartum.

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    • New tools, resources, and support are available as her journey evolves.

Homepage

Baby Steps

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LEAN BMC

Multiuse Apps &

Product Loyalty

UNFAIR ADVANTAGES

Nonprofit Initiatives , Freemium Model, &

Strategic Partnerships

DIVERSE

REVENUE STREAMS

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USER TESTING

    • Who?
      • 9 women
      • Ages 18 - 53
      • Rural, Suburban, & Urban

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    • What?
      • Homepage and feature access
      • Onboarding experience
      • Content quality
      • Design and interactivity

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    • How?
      • Google Forms Survey
        • Demographic Screening
        • Task-Based Testing
        • Post-Task Feedback

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NEXT STEPS

Findings

    • Users liked the clean and simple design
    • Some got stuck in onboarding or couldn’t easily navigate back
    • Many wanted more color and visuals; one called it “boring”

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Improvements

    • Fix onboarding flow and loops
    • Make labels and navigation more consistent
    • Add videos and visuals for trust and accessibility
    • Update design and test new color options

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The journey to parenthood starts with Baby Steps.