Companion for
all things parenting

Anxiety is common across the motherhood journey - driven by content overload, isolation, and uncertainty. Apollo Momverse is built to ease that.

Designed as a content-first platform, Momverse offers the benefits of the Apollo ecosystem, which gives you access to Apollo doctors, expert reviewed articles and purchase of essential products. Momverse also fosters a vibrant community of mothers in different stages of their journey ensuring support every step of the way.

Goal

1. Reduce anxiety of users at every stage of motherhood
2. Drive engagement through relevant content, community, and commerce

Voice of the User

We reached out to women in different stages of motherhood to understand the issues they face.

“I was first to get pregnant in my friend circle and felt like there are too many out dated opinions from older generations.”
Mother to be
Lack of relatable support
“I don’t trust any information that does not come from my doctor. Others giving opinions just overwhelms me.”
Mother to be
Overwhelmed by opinions
“I want to be a good mother to both my children and need reassurance every now and then that I am doing a good job.”
MOTHER TO A 4YR OLD
Desire to excel in their new role
“I was first to get pregnant in my friend circle and felt like there are too many out dated opinions from older generations.”
Mother to be
Lack of relatable support
“I don’t trust any information that does not come from my doctor. Others giving opinions just overwhelms me.”
Mother to be
Overwhelmed by opinions
“I want to be a good mother to both my children and need reassurance every now and then that I am doing a good job.”
MOTHER TO A 4YR OLD
Desire to excel in their new role

Armed with these insights, we set out to create an experience that is both comforting and empowering. From easing anxieties with expert-backed credible content, to creating a supportive ecosystem of tools and products tailored to each stage and delivered in formats that are easy to consume, every element was thoughtfully designed with user intent in mind. These 3 points then became the pillars around which all our interventions are designed.

How might we go from -
Anxious parenting to happy parenting?

The 3 pillars of Apollo Momverse

We followed these pillars while designing the platform that would be applicable across multiple stages of motherhood

1
How might we
PERSONALISE THE
EXPERIENCE
2
How might we
ENHANCE
CREDIBILITY
3
How might we
MAKE CONTENT
CONSUMABLE

How might we personalise the experience

PERSONALISED TO STAGE

Quick glance at everything the user needs to know about where they are in the journey

PERSONALISED TO STAGE

Quick glance at everything the user needs to know about where they are in the journey

WEB STORIES : what’s next for you

A deliberate shift from long articles to bite-sized, scrollable content for busy moms

CURATED CHECKUPS FOR RELEVANT STAGE

Leveraging the power of the Apollo universe and recommending relevant and timely checkups

Know what’s next in your personal journey

Not only does the user know what the current stage their in but also prepare for the next

CURATED CHECKUPS FOR RELEVANT STAGE

Leveraging the power of the Apollo universe and recommending relevant and timely checkups

Know what’s next in yourpersonal journey

Not only does the user know what the current stage their in but also prepare for the next

Content formats that elevate the Momverse experience

How might we enhance credibility

CHECK YOUR SYMPTOMS

For when a user is anxious about the symptoms they are facing.

ASK A DOCTOR

Entry points to communities in which questions are exclusively answered by Apollo doctors

SPOTLIGHT ON DOCTORS AND MOTHERS

Providing social proof to encourage users to be a part of the Momverse community

COMMUNITY

A Momverse platform for users to connect with other moms and doctors with posts and topics categorised according to stage. Here are some of its features:
‍

  • Smart feed that caters to topics and posts that the user cares about
  • Posts and responses by expert doctors
  • Anonymous posting for those hard to talk about topics
  • Interest and stage relevant article and product prompts

How might we make content consumable

JUMP TO RELEVANT SECTIONS WITH ARTICLE GUIDES

For quick access to sections of an article that are relevant to the user

QUICK RELEVANT STAGE BASED TIPS

For all those times that the users has just a few minutes to read up, all they need is to go through these tips

QUICK RELEVANT STAGE BASED TIPS

For all those times that the users has just a few minutes to read up, all they need is to go through these tips

REVENUE THROUGH RELEVANCE

The focus is to showcase curated content with subtle hints at relevant commerce. The user can then choose to buy products or book an appointment with a doctor specifically recommended for their stage.

Desired Shifts

Armed with these insights, the desired shift became clear

Hassle of finding the right info
Find stage specific information
Lack of trust in online information
Leverage Apollo doctors
Anxiety about the unknown
Support from the community

HumanX team’s UI/UX is sharp, the development was relentless, and their project management capability is seamless. As a result, their team will build you a damn good product. If you want a product that actually works and drives growth for your business, these are your people.

Tarush Singhal

Head of Content Marketing, Apollo 247