Momday
Improving outcomes for pregnant & postpartum women
Role
Deliverables
Research, Wireframes, High-fidelity screens, Prototype, iOS, Android, & Apple Watch app
Platforms
iOS, Android
Pregnancy and postpartum bring changing physical needs and uncertainty, making it difficult to know how to stay active safely with confidence.
We partnered with Momday’s founders to develop a personalized and adaptable fitness experience focused on reducing guesswork, building confidence, and prioritizing gentle progress over competition.
Leaning into the expert knowledge of Momday’s founders and findings from our competitive analysis, we crafted a thoughtful strategy focused on activation, retention, and growth. We iterated quickly through all major flows, integrating feedback from users along the way.
From Momday's new brand guidelines, we used a clean sans-serif type system, paired with an extended palette of calming colours, frosted glass surfaces, and organic wave shapes to soften the user interface.
We knew that personalization was critical to deliver a safe, effective fitness plan for women. We also knew that every additional question adds friction at the very moment we need to motivate users. We carefully crafted onboarding to include the smallest number of inputs that could deliver a personalized experience.
Research told us was that users don’t know what’s appropriate and safe based on their level of progress. We wanted to reduce uncertainty and decision fatigue by always presenting users with a clear next step while allowing for flexibility in scheduling.
The workout experience was designed to be as distraction-free as possible for beginners, while allowing more experienced users to access an advanced list view and progress tracking. To provide additional value and support conversion, we added Apple Music and Apple Watch integrations.
The primary business goal was to increase paid subscribers by 10x. One of the questions we asked ourselves was: How do you design a product that turns a potential customer into someone who builds a lasting fitness habit? We approached onboarding, activation, and retention with this question in mind.
It was important to us that the Momday marketing site feel like an extension of the product, rather than a separate experience. We designed the site to help users discover Momday, quickly understand its value, and transition into downloading the app.
See Momday in Action
