WILLOW
A DIGITAL COMPANION FOR NEW MOMS
Willow, the creator of a hands-free breast pump, set out to develop a digital companion for new moms with the goal of supporting them along their journey as they build confidence, clarity, and chart their own path forward. Starting with a prototype experience we started by designing an age-based guide on baby communication to test with new moms to learn if they gain confidence and clarity. Our goal was to create a design system and content for the first guide to help mom quickly and easily find information she needs and curating relevant info for her that’s expert backed, authentic and grounded in mom’s needs in a bite sized, easy to digest format.
DEVELOPING A LOOK + FEEL
After testing design styles with real moms, we found that the simple, expert-driven concept on the left performed 20X over the others in terms of landing page click throughs from Facebook.
IMPLEMENTING DESIGN
CONTENT PRODUCTION
ALPHA LAUNCH
Created with Nemo Design
Creative Director: Andrea Schwoebel
Creative Director: Aimee Rogers
Senior Designer: Phoebe Chin
Copywriting: Mark Lewman
Project Managerr: Melissa Garr Forrette
Account Manager: Jenny Lackey