06 / 07


Mobile app

Bima award - UX and Service Design awards

Mumsnet is the UK’s biggest website for parents, with discussion forums to share their knowledge and gain advice. Expanding their target audience to include expecting mothers, we created a pregnancy app that helps connect mums to their baby from conception, from a journal to keep a photo record of their baby’s growth to leaving notes for their baby to look back on.

360° navigator

Whether it’s to see your past progress or give you confidence in the next phases of your pregnancy, the app offers a simple navigation to jump to key motherhood milestones. We showcased imagery and quotes from other mothers to hero the experience of fellow mums, and maintain the honest tone of Mumsnet.

Design language

We created a welcoming and approachable design language and applied it throughout, not only in the components but also in the content and illustration styles, in subtle cues and interactions. The curve of the article page grows to mimic your growth as the weeks go by. This circular language is flexed across the app, such as in calls to action and navigation.

Next project
07 / 07

Plume labs