OBaby Smartphone App
The OBaby mobile app partners with expecting parents and families from pregnancy to parenthood by providing convenient access to support and resources at their fingertips. The app share trusted information including to-do lists, trackers and development guidelines (based on due date through age 18) that empower healthy decisions.
Background
The Overlake Childbirth Center was seeking a patient engagement solution that would better meet their patient. Upon review of existing annual print production costs, investment in a smartphone app was budget neutral. This solution would provide trusted information in a digital format that aligned with consumer needs.
We kicked off the project with our partner Wildflower Health in December 2018. The goal of the white-labeled app would blend patient education, technology, brand awareness and engagement in support of patient acquisition and retention.
Implementation & QA
The group of key stakeholders dove into a demo tenant to become familiar with the layout and structure of the app’s content and tools. Responsibilities were assigned out to each of these groups:
The Marketing team began working on naming the app and building out the brand, obtaining developer licenses for the app stores and crafting the app store listings. They were also responsible for all QA of the app’s tools and features.
The Communications team drafted content for customizable resources such as: 0–2 milestones, weekly highlights, pregnancy symptoms, welcome and invite emails, classes and services at Overlake, and a “who to call” phone list.
The Childbirth Center’s clinical team reviewed all of the core content library and opted to build a custom care plan centered around a personal birth plan.
Tools & Features
The OBaby app included the following tools and features:
Licensed health content in the learn library for 0–18 years old, including symptoms and conditions.
Focused resources for gestational diabetes, gestational hypertension, support for pregnancy loss, maternal mental health, postpartum depression, black maternal health and social determinants of health (Healthy People 2020 initiative by the U.S. Department of Health and Human Services).
Connection to Overlake-specific resources such as classes and breastfeeding support, as well as a fully customized birth/care plan tool.
Ability to add profiles, each able to be personalized with a photo or avatar. Invitations to partners or family members were able to.
Daily and weekly development pregnancy tracker with a due date calculator, kick counter, baby movement log, weight tracker tool and baby/mood boost.
To-do lists during pregnancy and through baby’s first two years.
A note taking tool called the “Q-list” for the user to compile questions to ask at their next doctor appointment.
Postpartum tools to track height/growth, feedings, diapers and vaccinations.
Results
More than 2,000 app downloads, averaging around 90 new users/week.
Approximately 50 pregnancy profiles added per month.
Average user session of 10 minutes, with average of 53 minutes in the app per month.
More than half of all pregnant users joined the app in the first or second trimester.
Approximately one-third of users complete a personalized birth plans.
Resources and information published throughout 2020 about COVID-19 and pregnancy.
75% of downloads occur from the website’s landing page.
Completion of a UI update in October 2019, successfully launched in March 2020.
Our work with the OBaby app landed our team a gold award in the 2020 Aster Awards “Mobile Apps” category.
Bonus: Feedback from the Users
“Love the information you provide and that I’m able to keep track [of my] baby’s health records and feedings.”
“Really enjoy reading newsfeed that tailors to my current pregnancy and my first son’s need. Also enjoy recipes a lot, and they helped managing my weight!”
“Having the whole family medical information in one location.”
“I love how informative you guys are, and it definitely helps me keep track of this whole new process. I love it.”
“I love how it updates you on how far along you are and what progress your baby is making along with his/her body changes. I also really appreciate yow it gives you healthy snack ideas.”