Archive / 2019
Mum and Baby
A warm onboarding illustration system for a maternal health app, developed with NHS professionals and the product team.
- Discipline
- Illustration
- Product
- Mobile onboarding
- Outcome
- 37% retention lift
The brief
Explain clinical features without making them feel clinical.
The onboarding needed to introduce useful health features, reduce uncertainty and feel emotionally supportive. Each image had to balance medical clarity with a calm, approachable tone.
Illustration system
Four moments, one visual language.
Coral circles create a consistent frame. Fine brown linework holds the details together, while the pale mint ground keeps every scene calm and readable on a small screen.
Measured impact
37%
increase in user retention associated with users understanding which features were available to them.
What made it work
Better onboarding made the product’s value visible before users had to discover it for themselves.