What to Expect

UI / UX / illustration / branding / wireframing / user testing / web / iOS / Android

The Brief

Personalized pregnancy and parenting brand What to Expect hired me as a freelance product designer to improve the user interface design and user experience across its digital products, including an editorial website, iOS and Android apps, community forum, and email newsletter.

What to Expect is also currently updating its visual identity with a new logotype, color palette, and illustration style.

iOS Landing Screens

What I Did

I worked on UI and UX design for projects including updates to the website's community forum, sublanding pages for articles on the website, iOS app landing screens, article screens in the iOS/Android apps, article screens for Google AMP integration, registration flow for iOS and email newsletters, and a new search feature for the website and iOS/Android apps.

For the community forum, I also created wireframes, site maps, and prototypes in InVision. These wireframes and prototypes were extensively tested in moderated user testing sessions in order to validate design thinking.

I created illustrations for the website and app, icons, and style guides for a complete visual re-branding of What to Expect. For the first phase of iOS visual improvements, I updated new brand colors and fonts to the existing layout as well as tweaked the layout visual consistency. These styles will then carry over to other screens in the app.

Final Version of Community Forum Wireframes

iOS Article Screens


While working with What to Expect, I helped launch three new significant iOS features. Users can now read iOS articles natively within the app, instead of via the web, improving load time and navigation.

With an improved search functionality for both the website and iOS/Android apps, users can also more easily search for specific articles, groups, and discussions with filters. An improved registration flow and visual design resulted in an increase in email newsletter sign-ups.

iOS Search Screens

iOS Search Screens