A Pregnancy & Early Parenthood 
Support Program

Project Info

Project Type:
Cleo Labs, Inc.
UX, IxD, IA, Visual Design
Nov, 2018

Project Focus

User Experience
Visual Design

Cleo’s vision is to reinvent support for today’s working parents by integrating technology with a global network of healthcare professional to help parents navigate pregnancy and early parenthood. The support is provided through a benefit program employers can purchase for their employees. Employees will then have access to this offering, where they will be able to seek expert advice through a mobile application (iOS and Android) that allow families to schedule 1:1 session with healthcare experts.


Families enrolling in this program didn’t understand the value of this product, and they were not clear on how to take advantage of this offering, resulting in very poor engagement. Part of the value this experience brings is to connect families with a case manager (typically a doula or a midwife who we refer to as guides). The guides will support families throughout their journey. Families can contact their guides anytime from anywhere with any questions or concerns, but new families were not interacting with their guides right away.


We also offer 1:1 sessions with pregnancy experts on topics ranging from birth preparation, newborn care, lactation, career coaching, and much more; users have the ability to schedule these sessions through the app, but the scheduling rate for these sessions is low.


Initially, only 35% of families enrolling in this program were completing their onboarding and activation steps. Below is what their mobile app experience used to look like:

Screen Shot 2020-09-27 at 9.29.34 PM

To understand the root of this problem, I felt I needed to do the following to get us started.


  • Have a better understanding of our user’s pain point
  • Calibrate the team to have a common understanding of our user journey map to better understand where families were dropping off within the onboarding steps 
  • Conduct a product audit


These activities allowed me to conclude the following:


  • Our primary audiences are pregnant women or moms, but we needed to identify their partners since in many instances they will be the first ones to enroll in the program through their work – This also led us to conclude that we needed to make this experience more inclusive
  • Women (prenatal and postpartum) are coming into this product knowing that they will have access to expert advice when they need it. But they see our product offering as an add-on to all the help and support they’re getting from their work benefits, healthcare providers, and family members. Therefore they might not have a strong incentive or motivation to engage with their guides or schedule a 1:1 session as soon as they onboard
  • Families were always seeking information online, they had a lot of questions, but they were not ready to engage with their case managers once they completed their enrollment and onboarding. They saw this product as a scheduler tool where they could schedule 1:1 sessions with specific healthcare professionals for very specific things. But they didn’t realize they could seek their case managers (their Cleo guides) to get answers to their questions.
  • Families had a lot of questions about their case managers, like they wondered about their background, or how they would be able to support them.
  • Although we collect useful information during the onboarding process, we’re doing very little with this info
  • Our enrollment experience had a lot of friction, it was not easy for families to enroll and activate their accounts


User journey map:

Cleo User Journey Map@2x-small


Once I understood the problem, I identified two workstreams to address this:


  • We needed to prompt families to initiate an interaction with their guides. We concluded that once families engage with their guides – they will see the value of Cleo
  • Since our position and value props were not clear to the families from the start, we needed to reimagine the entire experience, starting by defining Cleo’s brand attributes, and visual language. 


Prompting families to interact with case managers (Cleo Guides)


We first thought that the most important families should do was to schedule a call with their guides as part of their enrollment and onboarding experience. We tried everything, even considering making the app a chatbot experience. But quickly we discovered that the interaction between families and their guides will happen organically, as long as we were able to provide information through content, and tips to answers questions they might have about their pregnancy or newborn. In other words, by tailoring the experience of the program based on the family’s needs, we were able to prompt families to engage with their guide with meaningful questions that kept families engage with the program. Our activation rates went up from 35% to 82%.


A family was considered activated, once they have had a meaningful conversation with their guide via messaging or a phone call.
We also minimize the need for families to schedule 1:1 sessions with other professionals outside of their case managers, by prompting families to have more micro-interactions with their guides and less 1:1 sessions with other healthcare professionals that were impacting the bottom line of the business.
Below is a flow that reflects one of our early prototypes:

Cleo-Activation-Hipotheses 2

Reimagining the Cleo experience


 To get us started we took the leadership team through an affinity map experience to define Cleo as a brand, by identifying Cleo’s brand attributes. Here was the outcome of this exercise. 

portfolio-presentation-MAIN Test.015

Once these brand attributes were defined, it was easy for me to walk the team through an update of our visual language, but more importantly, we used these attributes as our north start to reimagine the Cleo experience.


Please find below my first draft of Cleo’s visual brand signals, an MVP of a design system, and screenshots of this redesign

portfolio-presentation-MAIN Test.016
portfolio-presentation-MAIN Test.021


Within 3 months we were able to reimagine the overall Cleo experience and achieved the following outcomes:


For the families:


  • Within a month. we improved our activation rate from 35% to 52%
  • Families started to have more micro-interactions with their guides
  • Families were able to understand the value of Cleo from the start, which will help Cleo establish a long-lasting relationship with the families they support


Business impact:


  • Manual outreach to get families to download the app and activate their account decrease by 10%
  • Manual outreach by the guides to help families get activated decrease by 50% within 1 month
  • We believe the increase of micro-interactions between families and their guides will lead to less 1:1 sessions needed to be scheduled with other healthcare professionals, which will help Cleo control their margins while the go up-market
  • This exercise help Cleo see the need to invest in content, which will result in finding opportunities to automate the experience and manage operational cost by having less, but more meaningful human-intervention.


You can see a demo prototype of this product here. Please note that this is an early demo of what the team launched.  Please know that since I left Cleo, they have gone through another rebrand and have launched some cool new features and programs.