Zoeflow: a pregnancy and women's health app

The Challenge

An app with a moving centre

Most apps have a stable home screen. A pregnancy app does not. What matters in week eight (symptoms, early appointments, what is safe) has almost nothing in common with week thirty-four, and the user does not want to go looking for the difference.

There is also a tonal constraint that runs through everything. Pregnancy content sits close to medical information and close to anxiety at the same time. Get it too clinical and it frightens; too breezy and it stops being useful at exactly the moment someone needs it to be.

The home screen has to already know what week it is.

So the design problem was less about screens and more about sequencing what surfaces when, and what quietly recedes.

The Approach

Design the timeline, then the screens

Let the week drive the hierarchy

Content and actions were prioritised per stage rather than fixed, so the app leads with what is relevant now instead of asking the user to navigate to it.

Hold a steady tone

Warm without being twee, informative without being alarming: a register that has to survive both routine weeks and worrying ones.

Make tracking feel light

Logging and tracking designed as quick, low-effort moments, because the alternative is an app that gets abandoned in month two.

The Solution

What we designed

A stage-aware home

The primary surface reorders itself around where the user is in the journey, so the app opens on what matters rather than on a menu.

A tone that holds up on a bad day

Visual and verbal register tested against the harder moments, not just the celebratory ones, which is the failure mode of most products in this category.