Sona App Redesign

Sona App Redesign

Sona App Redesign

Overview

Overview

Sona is an app designed to support mothers throughout pregnancy by providing tools for both emotional and logistical tasks, such as baby name selection and memory organization from early pregnancy. Previously, Sona faced significant usability challenges and relied on an ad-based business model that hindered user experience.

The redesign focused on enhancing UX/UI, adding features to deliver real value to mothers, and shifting to a premium membership model. As Senior Product Designer, I led the comprehensive redesign to optimize product impact and market performance.

Sona is an app designed to support mothers throughout pregnancy by providing tools for both emotional and logistical tasks, such as baby name selection and memory organization from early pregnancy. Previously, Sona faced significant usability challenges and relied on an ad-based business model that hindered user experience.

The redesign focused on enhancing UX/UI, adding features to deliver real value to mothers, and shifting to a premium membership model. As Senior Product Designer, I led the comprehensive redesign to optimize product impact and market performance.

Problem / Solution

Problem / Solution

Problem:

  • Confusing UI with unintuitive navigation and ambiguous icons created frustration.

  • Features were limited to ultrasound storage and sharing, lacking meaningful differentiation.

  • Reliance on ads disrupted the user experience.

  • Low product-market fit in a saturated pregnancy app market.

Solution:

  • UX/UI Improvement: Simplified interface with clear information architecture and accessible visuals, enabling smoother navigation.

  • New Features: Added key tools:

    • Customizable name generator based on values and preferences.

    • Visual pregnancy timeline, allowing mothers to create a printed journal.

    • Baby growth comparisons with fruits, animals, and objects for an emotional touch.

    • Ultrasound image customization with stickers and family-sharing options.

  • Diversified Business Model: Introduced a premium membership unlocking additional features, maintaining value for free users and reducing ad dependency.

Problem:

  • Confusing UI with unintuitive navigation and ambiguous icons created frustration.

  • Features were limited to ultrasound storage and sharing, lacking meaningful differentiation.

  • Reliance on ads disrupted the user experience.

  • Low product-market fit in a saturated pregnancy app market.

Solution:

  • UX/UI Improvement: Simplified interface with clear information architecture and accessible visuals, enabling smoother navigation.

  • New Features: Added key tools:

    • Customizable name generator based on values and preferences.

    • Visual pregnancy timeline, allowing mothers to create a printed journal.

    • Baby growth comparisons with fruits, animals, and objects for an emotional touch.

    • Ultrasound image customization with stickers and family-sharing options.

  • Diversified Business Model: Introduced a premium membership unlocking additional features, maintaining value for free users and reducing ad dependency.

User Challenge

User Challenge

Pre-Redesign: Users found insufficient value to sustain engagement, with the app failing to create a meaningful experience during pregnancy.

Key Challenge: To create a user-centered experience allowing mothers to connect emotionally with their pregnancy and intuitively organize memories, while enhancing the perceived product value in a competitive market.

Pre-Redesign: Users found insufficient value to sustain engagement, with the app failing to create a meaningful experience during pregnancy.

Key Challenge: To create a user-centered experience allowing mothers to connect emotionally with their pregnancy and intuitively organize memories, while enhancing the perceived product value in a competitive market.

Technical Challenge

Technical Challenge

Objective: Improve product-market fit by adding features that genuinely met mothers’ pregnancy needs, while boosting revenue through a premium model.

Challenge: Delivering immediate, tangible value to prompt premium membership adoption, reducing ad dependency, and establishing Sona as an essential pregnancy tool.

Objective: Improve product-market fit by adding features that genuinely met mothers’ pregnancy needs, while boosting revenue through a premium model.

Challenge: Delivering immediate, tangible value to prompt premium membership adoption, reducing ad dependency, and establishing Sona as an essential pregnancy tool.

Business Challenge

Business Challenge

Objective: Improve product-market fit by adding features that genuinely met mothers’ pregnancy needs, while boosting revenue through a premium model.

Challenge: Delivering immediate, tangible value to prompt premium membership adoption, reducing ad dependency, and establishing Sona as an essential pregnancy tool.

Objective: Improve product-market fit by adding features that genuinely met mothers’ pregnancy needs, while boosting revenue through a premium model.

Challenge: Delivering immediate, tangible value to prompt premium membership adoption, reducing ad dependency, and establishing Sona as an essential pregnancy tool.

Results

Results

The Sona redesign yielded measurable improvements in usability and business value, enhancing product-market fit and user perception:

  • User Retention Increase: Simplified navigation and relevant features boosted user retention by 45% in the first six months post-redesign.

  • Premium Conversion Growth: Emotional, customizable features raised premium membership conversion by 22%, especially in late pregnancy stages.

  • Engagement with New Features: Name generator and visual timeline usage rose by 35%, creating a more immersive user experience.

  • Reduced Ad Dependence: With freemium adoption, premium revenue increased by 30%, enabling ad reduction and enhancing user experience.

  • Improved Product-Market Fit: Sona repositioned as an emotionally valuable app, distinguishing itself in the pregnancy app space with a 40% improvement in user satisfaction based on post-use surveys.

  • Key Metrics

    • 45% user retention increase.

    • 22% premium conversion rise.

    • 35% feature engagement boost.

    • 30% revenue growth from premium memberships.

The Sona redesign yielded measurable improvements in usability and business value, enhancing product-market fit and user perception:

  • User Retention Increase: Simplified navigation and relevant features boosted user retention by 45% in the first six months post-redesign.

  • Premium Conversion Growth: Emotional, customizable features raised premium membership conversion by 22%, especially in late pregnancy stages.

  • Engagement with New Features: Name generator and visual timeline usage rose by 35%, creating a more immersive user experience.

  • Reduced Ad Dependence: With freemium adoption, premium revenue increased by 30%, enabling ad reduction and enhancing user experience.

  • Improved Product-Market Fit: Sona repositioned as an emotionally valuable app, distinguishing itself in the pregnancy app space with a 40% improvement in user satisfaction based on post-use surveys.

  • Key Metrics

    • 45% user retention increase.

    • 22% premium conversion rise.

    • 35% feature engagement boost.

    • 30% revenue growth from premium memberships.

Next Steps

Next Steps

Medical Device Integration Expansion: Enhance compatibility with more ultrasound machines and enable medical professionals to add directly to the timeline.

  • Advanced Personalization: Introduce further customization options for pregnancy journals, with new visual comparisons and family-shared albums.

  • Conversion Optimization: Improve onboarding, highlighting premium membership benefits early on and tailoring recommendations based on pregnancy progression.

Medical Device Integration Expansion: Enhance compatibility with more ultrasound machines and enable medical professionals to add directly to the timeline.

  • Advanced Personalization: Introduce further customization options for pregnancy journals, with new visual comparisons and family-shared albums.

  • Conversion Optimization: Improve onboarding, highlighting premium membership benefits early on and tailoring recommendations based on pregnancy progression.

Learnings

Learnings

Emotional & Functional Value: Success stemmed from delivering emotional value by combining functional simplicity with visuals that strengthened pregnancy connection.

  • Freemium as a Scalable Model: Shifting from ad-based to freemium increased perceived value without compromising free user experience.

  • Continuous Iteration: Data-driven iteration allowed rapid adjustments to non-impactful features, prioritizing those that maximized engagement and conversions.

Emotional & Functional Value: Success stemmed from delivering emotional value by combining functional simplicity with visuals that strengthened pregnancy connection.

  • Freemium as a Scalable Model: Shifting from ad-based to freemium increased perceived value without compromising free user experience.

  • Continuous Iteration: Data-driven iteration allowed rapid adjustments to non-impactful features, prioritizing those that maximized engagement and conversions.

Recommendations

Recommendations

Conversion Funnel Optimization: Enhance onboarding and initial personalization to clearly communicate value from the start, boosting premium conversions.

  • Partnership Expansion: Explore partnerships with hospitals and clinics to use the app as a doctor-patient engagement tool, amplifying impact and visibility.

  • Data-Driven Enhancements: Continue qualitative and quantitative studies to uncover new value opportunities, especially in personalization and family engagement.

Conversion Funnel Optimization: Enhance onboarding and initial personalization to clearly communicate value from the start, boosting premium conversions.

  • Partnership Expansion: Explore partnerships with hospitals and clinics to use the app as a doctor-patient engagement tool, amplifying impact and visibility.

  • Data-Driven Enhancements: Continue qualitative and quantitative studies to uncover new value opportunities, especially in personalization and family engagement.

Este diseño fue creado por Daniel Marín para BTI Lab como parte del proyecto Sona realizado para uno de sus clientes. Los derechos de explotación comercial pertenecen a BTI Lab. Este diseño se muestra únicamente con fines de portafolio personal y sin ánimo de lucro, respetando los derechos morales de autor y los derechos patrimoniales de la empresa contratante. Se prohíbe cualquier uso comercial o modificación no autorizada de este diseño.

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