Wellness Case Study

An Interactive Pregnancy & Birth Guide

Product, Brand, and Website

All of our research culminated in development-ready screens, user stories, and everything they need to go to market and raise.

User Persona Development

A living document for the Tend team to share with their marketing team, external PR partners, future sales teams- the user persona is a consensus document so every team member knows who we're serving and what problem they face.

Problem Identification & Prototyping

Low-fidelity screens were created for ideation originally, and then for testing once we refined our hypothesis.

Wireframing & Feature Design

We chose one screen flow to bring up in fidelity and test on 6 individuals during one hour observational interviews.

Feature Prioritization & Hi-fi Mockups

Our primary feature set was refined through testing and brought into development-ready designs.

Stage of

Research & Modeling
Prototyping & testing
Design & Branding


Tend set out to learn the most pressing problem for expecting mothers and examine the experience through a more holistic lens. We explored important questions around the pregnancy, birth, and post-partum experience through 238 survey responses, 6 1-hour interviews, 4 prototype tests, and 70+ hours of competitive and market analysis. Our findings surfaced a pressing unmet need that addressed the sense of overwhelm felt by first time mothers by giving them a step-by-step digital guide, paced out by trimester that helps create community with their friends, families, and care-takers.


"Working together built my confidence as a founder. I am more trusting of my intuition and process and have research and experience to back it up"

Tamara Day Shriver, CEO Tend


The U.S. is in the midst of a maternal health crisis. Our statistics make it clear to us that a revolution is needed in how we care for and support childbearing people. As we educated ourselves about the state of maternal health in the U.S., our medical system, and the history of birth, we felt grief, anger, and a deep knowing that birthing people deserve better.

  • 43% or first-time mothers have their labor artificially induced.
  • 32% of women deliver by c-section.
  • Black and First Nation's women are 2-3x more likely than white women to die of pregnancy-related causes.

We specifically decided to focus on the planning aspect of the pregnancy, birthing, and postpartum journey. Our goal was to make it interactive, deeply reflective, easily shareable, and a little interpersonal.


Initial Primary & Secondary Research

With a steep increase in home births over the last decade, and the number of pregnancy-related deaths among Black women, it was clear that people were looking for solutions outside of traditional birthing paths. Our initial customer discovery survey had 238 survey respondents with 51% expecting mothers, which led to 6 individual interviews with that segment that identified a core pain point: women felt overwhelmed by the amount of data and information available, and a sudden onset of external opinions and unsolicited advice.

Revenue Modeling

With our testing results and competitive landscape analyzed, we modeled three different revenue structures that prioritized strong recurring revenue and low customer acquisition costs.


The tend app combines audio lessons with interactive guides designed to build your relationship with your self and the family and friends who support you. Tend lessons and guides are designed to nurture self-discovery and relational deepening, as well as offer practical tools for preparing for birth and postpartum. They are intended to inspire conversations, explore curiosities and desires, and support you in tending to your body, mind, heart, and spirit as you navigate your unique journey.

Product Design for the Tend MVP

We turned prototypes into development-ready specifications that we hand to our preferred development partners. The core features of the product include:

Pillars of Wellness

We've created a holistic curriculum that centers around three pillars:  “self-discovery”, “relationships”, and “collective wisdom.”

Guided Audio Sessions

Navigate important milestones and decisions with curated resources and guides created by our team of mothers and experts.

Your Trimester Journey

At the beginning of each trimester, Tend will ground you in the wisdom of your body and orient you to the most relevant lessons and activities just in front of you. Tend knows information and decisions need to happen gradually and in stages.

Interactive Relational Activities

Hold space for the other people on this journey with you. Tend's exercises help foster discussion and vulnerability between partners, parents, and friends, so you're supported the way you need to be.

Branding & Web Design To Bring The Project To Life

After a shortlist of names were drafted, we did legal diligence and scouted for domain options. A mood board led us to a unique brand with its own typography, color palette, and graphic vocabulary. The brand works well for our audience, and maintains the company values.

Before development and release, the Tend team is validating the root of their product: their content. Once the content is ready for publishing, Instagram and other channels will be used before development of a custom tool is begun.

Read more about the  Further Faster process, step-by-step.