Aware.ai is a mobile app connecting pregnant and postpartum moms to support during their journey. This project marked a major milestone: introducing our first AI-powered feature AND premium subscription model.
Deliverables
Product Requirements Document (PRD) and high-fidelity wireframes of the complete user experience for our developer to implement.
My Role & Timeline
Product Designer & PRD Writer
2 months for ideation and wireframes + 1 month of iterations in collaboration with software developer
Tools Used
Figma
LottieFiles
About the Company
Aware.ai is a mobile app connecting pregnant and postpartum moms to support during their journey. This project marked a major milestone: introducing our first AI-powered feature AND premium subscription model.
Deliverables
Product Requirements Document (PRD) and high-fidelity wireframes of the complete user experience for our developer to implement.
My Role & Timeline
Product Designer & PRD Writer
2 months for ideation and wireframes + 1 month of iterations in collaboration with software developer
Tools Used
Figma
LottieFiles
The Problem: Moms Need Help But Don’t Know How to Ask
The Problem: Moms Need Help But Don’t Know How to Ask
250+ user interviews conducted by the CEO revealed this pattern of communication breakdown.
User Personas
User Personas
Anna
Pregnant Mom
Family Dynamics
Lives with supportive partner, near his family, her parents hours away
Core Needs
Practical help with tasks, emotional validation, peace of mind that baby prep will get done
Pain Points
Partner doesn't take initiative, feels misunderstood, struggles to ask directly what she needs
Ryan
Supportive Partner
Relationship Dynamics
Wants to help Anna but his preferred way of support is different than what she wants
Core Needs
Concrete guidance, clear communication tools, reassurance he's helping
Pain Points
Unclear expectations, fears making mistakes, efforts go unnoticed
Jessica
Supportive Friend
Friendship Dynamics
Wants to support Anna, but she can’t be there with her 24/7, and she doesn’t know what a mom needs
Core Needs
Specific, actionable ways to contribute, even if she can’t visit her very often
Pain Points
Don’t understand how to help without overstepping either of their boundaries
The Challenge: Designing MVP Within Infinite Feature Possibilities
Infinite feature possibilities
Core Problem
Essential Features
Therapist, task manager, social media, scheduler, etc
Communication breakdown between moms needing help and supporters wanting clear direction
Bridge the gap with focused, well-executed core functionality
Bridge the gap with focused, well-executed core functionality
Essential Features
Communication breakdown between moms needing help and supporters wanting clear direction
Infinite Feature Possibilities
Therapist, task manager, social media, scheduler, etc
Core Problem
The Solution: Mama’s Village
Create Your Village
Share Your Needs With AI
AI Understands Your Needs
AI Sends Quests to Villagers
Villagers Take Action
Mom’s View
Villager’s View
The app was originally built only for moms. Now I had to design a completely separate experience for villagers without giving them access to mom-specific features. Villagers needed a focused, action-oriented interface: join village, claim quests, earn points—nothing more.
Mom’s View
Villager’s View
Mom’s View
Villager’s View
Mom’s View
Villager’s View
Mom’s View
Villager’s View
The Dual Interface Challenge: Designing For 2 Users in 1 App
The Dual Interface Challenge: Designing For 2 Users in 1 App
The Premium Strategy: Strategic CTAs That Create Curiosity
I also included a banner at the bottom of the Home Screen outlining some of the benefits of the new Premium Plan to make it easily visible throughout the app. To encourage users to upgrade to Premium, I designed strategic limitations with tempting upgrade prompts: "Have more to say?" "Want to see all your quests?” Clicking either of these opens up a pop-up to upgrade to Premium to resolve their pain points: Premium users get 2x more recording time and can see all of their quests before sending them.
Solving a Critical Flaw Within a Core Function
When creating her village, the mom sends her supporters a link to download the app. It uses deeplinking to direct them straight to her village. Mid-development, our developer identified a critical flaw: if someone receives a village invitation link but downloads the app hours later, the deep-link breaks.
Situation
Deeplinking is used to direct villagers to the mom’s village.
Problem
How can villagers sign in if the deeplinking fails?
Solution
I adjusted the sign up/log in flow to solve this issue. Even if the deeplink fails, the villager can still find the village by entering their phone number. This feature already exists elsewhere in the app, allowing for speedy implementation.
I adjusted the sign up/log in flow to solve this issue. Even if the deeplink fails, the villager can still find the village by entering their phone number. This feature already exists elsewhere in the app, allowing for speedy implementation.
Development Collaboration: Smart Design Within Constraints
Developer’s Job
Launch the feature as quickly as possible
My Job
Make the developer’s job as easy as possible
Developer's Job
Launch the feature as quickly as possible
Responsibilities
How I Designed For Developer Collaboration
Reduce, reuse & recycle
Reduced UI complexity by reusing existing app components such as pop-up templates or phone verification flows
Edit Complex Designs
When certain designs were too difficult to implement for this first release, I designed elegant alternatives.
Animations in LottieFiles
Per recommendation from the developer, I created animations in LottieFiles to bring the app to life as simply as possible.
Turn Your Thoughts into Quests
Tell us what’s on your mind, and we’ll transform them into quests so your villagers can support you.
Turn Your Thoughts into Quests
Tell us what’s on your mind, and we’ll transform them into quests so your villagers can support you.
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Turn Your Thoughts into Quests
Tell us what’s on your mind, and we’ll transform them into quests so your villagers can support you.
Impact: Successfully Launched Aware.ai's First AI Feature With a Premium Model
I created scalable framework for future AI development and dual-user experience patterns that solved real user problems.
Key Takeaway: Perfect the Core, Then Expand
Through this project, I learned that one feature executed extremely well is infinitely more valuable than ten features poorly, especially when we haven’t tested it with real users. Advanced features weren't wrong; they were just premature.
Identify the ONE thing
that must work perfectly for success
1
Design with Obsessive Detail
focusing intensively on the user experience
2
Handle Edge Cases Thoroughly
Address behavioral guidance thoroughly
3
Launch, Learn, Expand
Experiment with launches, learn from users, and proceed from there
Experiment with launches, learn from users, and go from there
