MyMilk Analyzing breast milk.
My Milk is an Israel cloud-based startup, A algorithm for computing milk sample Tests and sensing devices to track breastfeeding mothers' milk supply, status and generate personal insights and alarms. Mothers get the chance to learn, improve, and optimize their nutritional milk value for infant wellbeing as well as their own.
My Role
User experience Consultant,
Information Architecture, Visual Design.
"Breastfeeding is a natural and beneficial source of nutrition and provides the healthiest start for an infant."
-Ravid Shechter, Co-founder of MyMilk, Inc.
Background
MyMilk was established in 2011. Provide laboratory tests for breast milk. After a few years in Israel and the European market, It was time to launch their products and services in the US market. They had to adapt their interface to the American culture to do so.
IIn 2018 MyMilk launched a new product, a breast milk scanner, followed by an application for breastfeeding management available to the mother and medical staff. The new system combines the analytical information obtained from the breast milk sample with the mother and baby medical information; through AI systems, personal recommendations are formed for the mother and their medical staff. The overarching goal of Redesign is to place MyMilk at the forefront as the only company that addresses a broad spectrum of breastfeeding complications and offers a holistic solution to breastfeeding mothers.
Light up the problem.
There's more to targeting an international audience than translating the content. We must also adapt to that particular audience. I tackle this problem by considering localization within the user experience design process.
The enormous amount of written data forces the user to
dig deep to understand the problem.
Lake of explanation,
What is milk testing?
What are the common issues of breastfeeding?
Why is this service crucial for every nursing mother and her newborn?
Product details, How it works? What factors are been analyzed? What is the process?
Insights
Data Overflow Redesign the hierarchy, highlight the important, and "hide" what's marginal.
Explain the service and process, groundbreaking technology, and health impact.
.
Company profile. Establish reliability by presenting the people behind My Milk, introducing the women founders' story.
Share mothers' experiences and the service values.
Our project goals
1
redesign the Hierarchy. And Simplify the user flow.
2
Visualize written data. Health benefits.
3
Highlight the product benefits by sharing real customers' stories.
4
Build trust through women empowerment.
The service
CTA-order now
Backed by science
Women founders empowering.
How it works
Customers reviews
Phase one
Redesign content.
Before
MyMilk founders are first and foremost scientists with a clear goal to present their fully backed-up-by-science in written data. But when it comes to users facing a health problem, looking for the best quick solution facing endless reading pages to understand the product can intimidate. I reorganized the content by listing all available information and device features.
I collectively advised what to keep, kick, and shifted content to visuals as better intuitive information architecture. I have Prioritized five essential topics for the user first flow, Presenting the services types, How it works, recommendations, The science, and the people behind it—creating more cohort flow for the user to get intrigued and engaged.
After
Phase Two
Visualizing health benefits.
Before
With a handful of users testing, it was apparent that the service purpose was losing its primary focus. It was hard for the audience to grasp the impact of low nutrient levels in mother breast milk. Users felt tired from reading data. I created a pattern, visualizing the necessary for mothers quickly. I envisioned the effect of optimal nutrient levels on baby health, showing how greater the service VALUE for infant wellbeing, knowing it will give mothers peace of mind and move to act.
After
Results and learning
Working in an innovative tech company such as MyMilk was very exciting and fulfilling to impact thousands of users in a very close field to my heart.
Some enlightenments from this project:
This project ran in a quick phase. I worked closely with Rotem Pearlson, who built the site. I advised on solutions and the best method to implement them. Since I don't know all the technical details of building a WordPress site, some concepts were way more complex to implement and maintain by the client. I prefer to keep up the process fast by developing the website myself and adjusting little details without much effort. But like most start-ups, that could not work because of the lack of resources.
However, I would divide it into the UI aspects that needed a more coherent look if there was more time. And directly impact the user experience. I believe that it should have been more enjoyable for the user. Also, instead of two, I would build at least three personas, considering the professional team login. And test the sitemap and site structure more thoroughly.