MAMAFIT | FITNESS MOBILE APP
UI/UX Prototype / Proposal
Improving driver interaction through a safer, more intuitive touchscreen experience
PROJECT OVERVIEW
MamaFit – your go-to pregnancy fitness app. Get personalized workouts, and nutrition plans, and connect with a supportive community and explore marketplace. Empowering you on your journey to a healthy pregnancy.
BRAND FOUNDATIONS
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Empowerment — every workout, nutrition plan, and milestone is designed to celebrate what a mother's body is capable of at each stage of pregnancy, shifting the focus from limitations to progress.
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Strong Community — building meaningful connections between mothers is a core part of the experience, fostering support, shared knowledge, and encouragement throughout the pregnancy journey.
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Eco-Friendly Marketplace — the in-app marketplace features thoughtfully curated, eco-friendly products that align with MAMAFIT's commitment to health, wellness, and responsible parenting.
ROLE
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UI/UX Researcher
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Product Designer
TOOLS
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Figma
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Adobe Creative Suite
The Problem
Pregnant women who want to stay active are underserved by the fitness app market. Most turn to general fitness apps that were never designed for a changing body, and are left to guess at what's actually safe.
Secondary research backs this up:
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Roughly 89–93% of pregnant women who use fitness apps have never used a pregnancy-specific one — most default to general-purpose apps like Nike Training Club or YouTube workouts.
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About one in three pregnant women does no structured exercise at all, largely due to uncertainty about what's safe at each stage.
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Most existing pregnancy-focused apps lean heavily on yoga, stretching, and Kegel content — strength and safe progressive training are comparatively under-served, leaving a gap for women who want to stay genuinely strong, not just gentle.
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The majority of pregnant women say a pregnancy-specific app matters to them, citing safety guidance, tracking, and connection to other moms as the top reasons.
Sources: cross-sectional study of pregnant app users (Healthcare, 2024); content analysis of pregnancy fitness apps (JMIR mHealth, 2022); Active Pregnancy App study, n=235 (2025).
Problem Statement
Pregnant women who want to stay active can't find a single trustworthy place that adapts to their trimester, explains why something is safe, and makes them feel like part of a community — instead of guessing alone with a generic fitness app.
Persona Research
Persona: First-Time Mom, Week 20
Ashely, 32 — Project Manager
Background: Ashley was previously active with a regular gym routine. Now in her second trimester, cleared for exercise by her OB, but unsure how to adapt her old routine.
"Generic fitness apps tell me to 'modify as needed,' but I don't know what's actually safe. I also want a supportive community where moms can share advice and trusted recommendations, and workouts that are designed specifically for pregnancy—not treated as an afterthought."
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Goals: Stay strong and active without putting the baby at ris / Understand how her body and baby are changing, week by week / Feel like part of a community of other moms, not isolated in the experience
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Frustrations: Sizing is inconsistent across brands; her nearest carrier drop-off is a 15-minute detour; she's stopped ordering from smaller brands because returns feel too risky.
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How MamaFit helps: With MamaFit, she can follow personalized workout and nutrition plans, connect with a community of mothers for guidance and encouragement, and conveniently shop for baby essentials and fitness products—all in one app.
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The opportunity isn't just "yoga for pregnant women" — it's a product that treats pregnancy as stages, not a single blanket condition, and gives women structured strength and mobility work they can trust, alongside the tracking and community that keep them coming back.
Information Architecture
The app is organized around 7 core options, split between primary navigation and persistent global access points:
PRIMARY NAVIGATION
Home (Dashboard)
Workouts
Nutrition
Community
Marketplace
GLOBAL ACCESS POINTS
Option
Placement
What it's for
Home
Fitness Program
Nutrition
Community
Marketplace
My Profile
Chat
Bottom tab
Bottom tab
Bottom tab
Bottom tab
Bottom tab
Header icon
Header icon
Today's Plan, weekly progress, week-of-pregnancy anchor
Browse and start workout programs
Meal plans, recipes, lifestyle content
Find nearby moms, friend activity
Curated, eco-friendly baby/maternity shopping
Account, plan/subscription, personal settings
Direct messaging with friends and community
Visual Design System
The brand was designed to feel strong, modern, and premium rather than clinical or overly feminine, intentionally moving away from the pastel-pink aesthetic commonly associated with pregnancy products.
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Color palette: deep olive green as the primary brand color (grounded, calm, gender-neutral), warm gold/tan as an accent (energy, warmth, CTAs), cream/off-white for content surfaces.
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Typography: a soft script accent for warmth on key emotional moments ("Join Us!", "Welcome, Mama!") paired with a clean geometric sans-serif for UI and body text, keeping the product legible and functional.
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Logo: a hexagon "M" mark — chosen for its honeycomb/protective association without leaning on literal pregnancy iconography (no baby bumps, no pink ribbons).
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Iconography: simple line icons for the four core pillars — Safe Workouts, Track Progress, Nutrition Guide, Mind & Wellness — used consistently across onboarding and the home dashboard.
Key Screens & Flow
Register & Log in
The opportunity isn't just "yoga for pregnant women" — it's a product that treats pregnancy as stages, not a single blanket condition, and gives women structured strength and mobility work they can trust, alongside the tracking and community that keep them coming back.
My Profile & Home Dashboard
The dashboard anchors everything to the user's current week of pregnancy (a horizontally scrollable week selector), with a daily calorie/activity ring and quick access to Nutrition, Baby Growth, and Mind & Wellness. Fitness programs are presented as real video content (e.g. "7 Day Abs," "Tone It Up Postnatal") rather than generic icons, so the plan feels tangible before a user even taps in.
Fitness Programs
& Nutrition & Community
Fitness, Nutrition, and Community work as one connected ecosystem. Fitness Programs offers short, goal-based plans (7 Day Abs, Tone It Up Postnatal, Bridal Sculpt, etc.) matched to a user's exact life stage rather than one generic pregnancy track; Nutrition pairs a featured-recipe hook with seasonal meal plans and a Shop tie-in, making it a lifestyle hub rather than a bare calorie tracker; and Community anchors belonging in a map showing real local density with a map-based "Find your Friends" view lets users see how many other moms are nearby,
Chat & Marketplace
Beyond workout tracking, MamaFit extends the wellness experience through Chat and Marketplace features. Aligned with the brand’s eco-friendly pillar, marketplace offerings such as cotton fabric goods and knitted baby wear prioritize natural, sustainable materials over generic mass-market alternatives. This creates a cohesive ecosystem where shopping supports the same values as the fitness experience, rather than feeling like a separate, unrelated storefront.
Final Prototype
Brand Introduction
BRAND OBJECTIVES
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Empowerment
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Strong Community
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Eco-Friendly Marketplace
Our Features
MAMAFIT is built around three core features that work together as one experience.
Fitness & Wellness offers trimester-aware workout programs and guided sessions that meet a mother's body where it is at every stage, building strength and confidence rather than just "getting through it."
Nutrition & Diet pairs that with balanced meal plans, recipes, and lifestyle content built around what a pregnant or postpartum body actually needs, making healthy eating simple rather than restrictive.
Marketplace & Community rounds it out with a space to connect with nearby mothers and shop a curated, eco-conscious selection of baby and maternity products — support and sustainability in one place.
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SWOT Analysis
To evaluate where MAMAFIT stands in the pregnancy fitness market, a SWOT analysis was conducted to identify what gives the brand a genuine edge, where it's most exposed, and what the surrounding market makes possible. This framing grounds the design and business decisions made throughout this case study in a realistic view of MAMAFIT's position — not just its strengths, but the trade-offs and risks that come with them.
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Competitive Chart
A feature comparison against Tone It Up and Baby2Body shows MAMAFIT as the only platform covering all six core capabilities — Fitness, Nutrition, Forums, Health Records, Community, and Marketplace.
MAMAFIT's full-coverage position reflects its three-feature framing — Fitness & Wellness, Nutrition & Diet, and Marketplace & Community — delivering clinical rigor and community warmth together, rather than choosing between them.
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Logo Comparison
Compared to Tone It Up, Moms Fitness, GetMomStrong, and Yoga & Workout — all pink/red, softly feminine, and gender-coded — MAMAFIT's hexagon "M" stands apart with an earthy, wooden color palette and a smooth, geometric form that signals luxury, growth, and eco-friendliness rather than traditional femininity.
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Pink, Red color scheme
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Feminine design
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Gender bias
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Earthly, wooden color
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Smoothing Design
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Luxury, Growth & Eco-friendliness
Overall Design Objectives
MAMAFIT set out to prove that a pregnancy fitness product doesn't have to choose between clinical credibility and genuine warmth, or between strength and softness. Across every screen, three objectives guided the work:
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Design for capability, not fragility — replace the caution-heavy, pastel visual language common in this category with a brand that treats pregnant and postpartum women as strong, capable, and still themselves.
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Unify fragmented needs into one continuous experience — fitness, nutrition, baby tracking, community, and shopping anchored to the same week-of-pregnancy timeline, so the product feels like one trusted companion rather than four disconnected tools.
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Build trust through transparency and sustainability — from a skippable paywall to an eco-conscious marketplace, every decision was made to earn a user's confidence rather than extract it.
