YogiBirth

Background

Founded by a midwife with over 15 years of experience, YogiBirth is an online, education-based yoga program designed to support mental, physical, and emotional well-being during pregnancy and postpartum.

The app offers pregnant women access to trimester specific, midwife led yoga, meditation, and educational classes.

Accessible anytime, anywhere, regardless of their experience level.

Problem

The client YogiBirth sought to validate their existing app design to ensure it met user needs and expectations.

Additionally, they aimed to identify new features that users desired, helping to enhance the app’s functionality and overall experience.

Research

Our first goal was to analyse the key features used by our main competitors to understand industry standards and identify opportunities for differentiation.

Competitor analysis

We conducted thorough research, documenting key features that major competitors successfully implemented. We then compared these insights to our own offerings to identify gaps and opportunities for improvement. Some major features included:

Social Sign in
Live chat / Support
Live Videos / Seminars
Community building feature
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User testing

The primary goal of the first round was to evaluate the app’s flow and overall ease of use. Based on the insights gathered, we made some minor improvements and conducted a second round of testing to validate these changes and prepare for contextual inquiry testing.

Testers were asked to complete key tasks, including:
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Creating a new account and signing in
Navigating through the content to locate a specific video or article
Modifying profile settings

Frequency-severity matrix of common issue that came up during interviews.

Quick wins

After conducting user interviews, we mapped both minor design recommendations and commonly requested features onto a cost-value matrix. This provided the client with a clear, strategic overview of priorities to share with their development team.

Our focus was on identifying quick wins actionable improvements that could significantly enhance the app’s user experience either before launch or shortly after.

Cost-value matrix

Minor UI updates based off user feedback from the first round of testing

Minimising surprises in user interactions

Users expected a video to start playing when tapping on a lesson’s detail page.
To align with this expectation and reduce confusion, we removed the play button overlay from the lesson preview, which previously led to the detail page rather than directly playing the video.

Users were expecting the play button to be over the hero image

Users expected the play button over the hero image but were fine with it at the bottom. To balance clarity and design, we made it appear only after the user scrolls past the top banner.

Settings and profile were hidden inside each other

The navigation was overly complex—users had trouble finding key pages like settings, which was buried within the profile section.To simplify access, we introduced a hamburger menu that houses all secondary pages in one place.

No clear call to action

Users were getting confused and frustrated when they couldn't close the calendar.
The inclusion of the 'Done' button eliminated that confusion

Streamlining profile page interactions

Users instinctively clicked the information banner, expecting it to allow them to edit, but they first needed to enable the editing screen.To maintain the safety feature and prevent accidental edits, we added an edit button next to each info field, enabling edits only for that specific field.

Users couldn't find the log out button

Testers found this task the most difficult, as the button was originally located in the top right of the settings page. Users instinctively navigated to the profile page, so we moved the button there for better accessibility.

Research

This was one of the most challenging yet valuable aspects of the project. Given that we were targeting new mothers and pregnant women, we wanted to make the testing process as seamless as possible. To achieve this, we visited each tester’s home, allowing us to observe their interactions with the app in a comfortable, natural environment without any intervention.

The main goal of this round of testing was to gather user feedback on the app's flow, content, and overall experience, while also uncovering features users would like or expect to see. Rather than assigning specific tasks, we asked testers to imagine experiencing morning sickness and use the app to explore ways to alleviate the condition.

User tester criteria

Our testers consisted of 6 woman.
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Woman ranged from 25 - 37 years of age.
3 women were at different stages of pregnancy whilst the other 3 had recently given birth within the last 6 months.
Their experience with yoga (both prenatal and regular) varied across the board from beginner all the way to expert
All women were first time mothers

Outcome

After conducting user interviews, we organised both minor design recommendations and frequently requested features into a cost-value matrix. This provided the client with a clear, strategic overview of priorities to share with their development team.
Our goal was to identify quick-win improvements that could significantly enhance the app’s user experience either before or shortly after launch.

Frequency-severity matrix of common issue that came up during interviews.

Before moving forward with high-fidelity designs, we held a workshop with the client to review wireframes for the most requested features. This allowed us to confirm their approval, gather feedback, and discuss the best approach for each feature.

Some of the wireframes used during the workshop with the client

High fidelity feature concepts

The most requested features found during testing as well as from the client

Social sign in

This option allows new users to skip entering their personal details, while also laying the groundwork for future community or networking features.

Updated menu

We updated the menu to include additional navigation options for easier access to key features.

Ability to pre enable Airplay/Screen mirroring

We found this feature to be highly beneficial, as it allowed users to interact with the content more intuitively.