One app, many journeys
Wildflower Health's white-labeled pregnancy and wellness app was in need of a rebuild, and the team had a tight timeline and a lean budget. Engagement was low, with monthly active users hovering around 25–30% across clients, well below the company's 50% target.
I ran a focused UX audit and delivered a rapid redesign, streamlining navigation, tightening visual hierarchy, and prioritizing high-impact improvements that aligned with the constraints of the rebuild.
The result: Clearer workflows, improved usability, and a scalable foundation for their new tech stack to set the stage for stronger engagement and a path toward their goal.
The starting point
Wildflower’s app was cluttered and hard to scale. I reviewed internal journey maps, care plan workflows, and engagement data to ensure recommendations balanced clinical priorities with user needs.
From there, I ran a UX audit to uncover and prioritize key issues, sharing a redesign plan that fit both the tech stack and timeline.
I also led strategy workshops to align the team on personas, user flows, and scope, ultimately focusing on pregnancy users while deprioritizing general wellness to keep the project manageable.
Whether pregnant or managing other health needs, they value structure and timely updates to keep care plans on track.
Navigates anxiety, high-risk care, or major life transitions. They need clear guidance and frequent reassurance to feel confident in their next steps.
The old app felt dated and lacked a system to support key user needs. I created a modern, reusable visual system that makes health info clear, improves usability, and sets up a scalable foundation for future updates.
This modular system adapts based on the user’s needs, reordering and emphasizing components to reduce noise and surface the right actions at the right time.
Highlights milestones and clinical to-dos, like appointment reminders.
Surfaces key alerts while keeping milestone content accessible.
Shifts tone and layout to support recovery, with fewer distractions.
The old to-do list showed everything at once, overwhelming users as care plans grew.
I redesigned it with progressive disclosure: Urgent tasks first, others hidden until needed—creating a cleaner, modular system that scales without clutter.
The many iterations it took to get there
I reworked a cluttered, click-heavy system into a simple, inviting tracker experience.
Users can now log items directly, see what matters most based on their care plan, and preview postpartum tools.
The design also adapts for unique needs like chronic condition tracking.
Users were getting lost in the original experience. Essential features were buried, editing key details like due dates took too many steps, and the cluttered menu caused frustration and drop-off. I prioritized navigation based on user needs and frequency, aligned the team on a simpler structure, and moved lower-priority items into a clean hamburger menu to reduce friction.
The result: A more focused, approachable app experience that feels easy to navigate because its intuitive, not overwhelming.
This project was about solving business and user problems through smart strategy and focused execution.
Your product has to work for very different users, and one-size-fits-all isn't cutting it. Your budget is real, and every decision counts. I work with early-stage founders as a fractional founding designer: research, scope, design and a handoff your engineers can run with, at the level of involvement your budget allows.
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