Postpartum Rest is a meal-planning and delivery service designed to provide personalized, nutrient-rich postpartum meals. The goal was to build an intuitive, warm, and informative digital experience that resonates with new mothers while ensuring easy access to tailored meal plans.
Challenges & Objectives:
Challenges:
- Emotional Connection & Trust: New mothers need reassurance that the service understands their postpartum needs.
- Simplified User Journey: The ordering process had to be effortless, reducing cognitive load during a sensitive time.
- Mobile Accessibility: Many users access services on mobile while multitasking with newborns.
- Personalization & Clarity: Users needed clear meal plan customization options without feeling overwhelmed.
Objectives:
- Design a comforting and intuitive interface that aligns with the emotional and physical needs of postpartum mothers.
- Streamline the user flow from learning about the benefits to meal selection and checkout.
- Ensure accessibility and mobile-first optimization for easy browsing on all devices.
- Incorporate visual storytelling to highlight the service’s expertise, warmth, and commitment to nourishment.
1. User Research & Insights
I conducted interviews with postpartum mothers, doulas, and nutritionists to understand key concerns and preferences.
Insights included:
- Ease of use is critical—users prefer a clear, step-by-step process.
- Soothing visuals & reassuring copy help build trust.
- Minimalist navigation avoids overwhelming users with too much information.
2. Wireframing & Prototyping
I then developed low-fidelity wireframes to structure the information hierarchy and streamline the ordering process. Key features included:
✅ Step-by-step onboarding explaining meal benefits.
✅ Visual meal previews to enhance engagement.
✅ Quick-select dietary preferences to personalize plans effortlessly. Next, I created high-fidelity prototypes in Figma, incorporating soft, calming colors and organic shapes to evoke warmth and care.
3. UI Design Strategy
Color Palette & Typography:
- Earthy, warm tones (soft beiges, warm oranges, and muted greens) to evoke comfort.
- Rounded sans-serif fonts for a friendly, approachable feel.
Visual & Content Elements:
- Full-screen hero images of our target audience and nourishing meals to create an immediate emotional connection.
- Digestible sections with short, clear descriptions to avoid information overload.
- Testimonial highlights to reinforce credibility and emotional trust.
4. UX Enhancements
- Mobile-first design with one-hand navigation in mind.
- Progressive disclosure to prevent information overload (e.g., expandable FAQs).
- Microinteractions & animations for a smooth, engaging experience.
🚀 Increased User Engagement: A seamless onboarding experience led to improved time spent on-site.
📈 Higher Conversion Rates: A simplified checkout process boosted order completions.
🤱 Stronger Emotional Connection: The brand’s warmth and empathy were effectively conveyed through visuals and copy.
Key Takeaways:
✔ Prioritizing simplicity and warmth in UI/UX design builds trust.
✔ Mobile-first optimization is critical for busy new moms.
✔ A personalized, step-by-step journey improves engagement and conversions.
This UI/UX approach helped Postpartum Rest create a digital experience that not only facilitates meal selection but also provides comfort and reassurance to new mothers.
