amma is a pregnancy tracking app where I worked as the UX Writer on the team. Being the first UX Writer on the team was an awesome opportunity to help the amma family.

amma helps support women during the planning, pregnancy, and baby care period.

The majority of users of this app are millennials who are either having their first child or already have one child. Families with two or more children make up a smaller portion of the app's user base.

The users of the Amma app are spread out all over the world, with over a million users in the USA, Russia, Mexico, Brazil, and other Latin American countries.

This project's goal was to increase the click-through rate (CTR) for retention push notifications sent to iOS and Android users in the English market.

As an international pregnancy app, amma has been translated into different languages, including English, Russian, Mandarin, and Spanish, among others.

When amma approached me for help, they needed assistance in improving the performance of the English version of the app. One of the main areas I focused on during this period was push notifications for the retention stage of the product.

To create push notifications, I experimented with different tones while maintaining the original voice of the app, which is caring, friendly, and educational.

I used soft and caring tones of voice, as well as humorous and funny ones.

To accomplish this, I created a series of over 50+ push notifications that brought users to different areas of the app, including the main page, specific tool features, and informational pregnancy content.

Some things are better together

Track your baby's kicks, contractions, and belly growth with us.

amma is here for you 🫶

Take a look at how your baby changes this week.

Counting your baby's movements

We'll make it easy for you with our Kicks Counter.

Pregnancy stages and changes

Whenever you have pregnancy questions, we have the answers.

What's new? Oh, only everything

We haven't seen you in a while. Swipe to see what's changed.

The monthly average click-through rate (CTR) on Android increased by 56.88%. Similarly, the monthly average CTR on iOS increased by 55.11%.

In the English segment, iOS and Android grew around 70% from the previous month.