2022-Present
Father's Playbook App
UI/UX Design, Product Design, Visual Identity Design
Role: Product Design Lead
Team members: UX Researchers, Communication Researchers, Developers, Visual Designers
The Father's Playbook is a collaborative mobile application developed across multiple University of Texas institutions, designed to provide essential prenatal guidance for expectant fathers. Building on extensive research conducted by the Center for Health Communication at UT Austin, I served as the lead product designer, working closely with the development team to create and launch the latest version of the application.
For this release, I led a complete visual identity redesign, ensuring the new design aligned with user needs and engagement patterns. Additionally, I translated research insights into an intuitive, engaging experience that effectively supports fathers throughout the prenatal journey.
Problem Statement:
Research indicates that including men in prenatal health care can significantly reduce maternal morbidity and mortality. While numerous interventions focus on expectant mothers, fathers are often overlooked or excluded from these resources.
UX Research Findings:
- Fathers tend not to engage in passive consumption of parenting information.
- Fathers do not resonate with traditional paternal space color schemes (e.g., soft pastels, light pink, baby blue).
- Fathers prefer not to see generic baby photos—they engage more when imagery is personal or relevant to their own experiences.
Visual Identity Design
Brand guideline designed for the Father's Playbook mobile app.
Left: vision board for the new visual identity of the app. Right: icon system and assets that were developed for the
Information Architecture and Wireframes
Prototype
