Aptamil Pregnancy App for Danone Baby
Danone Baby approached Furious Tribe to help them connect with their customers in a mobile way. They were aware of the need to communicate in a more meaningful way with their client base. They wanted to create a deeper connection between their brand and their customers and to position Aptamil as a premium product in the marketplace. The project's aim was to increase the level at which users engaged with the Aptamil brand. Furious Tribe proposed a number of fresh ideas for Aptamil, one of which was a pregnancy nutrition tracker and diary.
We worked closely with Danone to understand their customers and prospective users of the mobile experience and then we created personas to represent each type of user that we would have to cater for.
We created extensive wire-frames for each screen of the mobile experience and then moved on to developing full scale interactive prototypes to simulate the user experience. Once the project architecture had been decided, we presented a number of graphical user interfaces for review and consideration by the client.
Using best practices and working closely with Danone we gave the App a look and feel that was fresh and appropriate to the App and fit well within Danone Aptamil’s established identity.
The finished App’s functionality allows users to select a variety of foods from a comprehensive list. It then tracks the user’s food intake for each day during their pregnancy and shows whether the mum to be has reached the optimal nutritional intake for each day during their pregnancy. As well as this, there weekly advice about the stage of your pregnancy, advice about key nutrients and a due date calculator.
