HeyMama.
HeyMama is the community for working moms, connecting mothers who are growing careers and families. “The juggle is real, and we’re here to provide you with the community and experiences to propel you forward.”
- Product strategy
- UX/UI design
- Web development
- Infrastructure
- Quality assurance
Great products don’t happen by chance.
HeyMama came to us in search of focus: to define their “North Star”, bring its disparate functions from a long list of third parties into one custom platform, and rework the app’s core technical infrastructure. Our challenge lied in shaping the technical details into a better big picture.
Under the hood, we improved the infrastructure to ensure data integrity and built custom logic for managing subscriptions and applications. On the outside, we put ourselves in the user’s shoes to create a beautiful and on-brand community experience.
HeyMama reached a launchable — and loveable — version complete with a community forum and a custom admin system. The HeyMama app has plenty of room and potential to keep evolving, and we’re excited to be along for the ride.
We were clear that we wanted to bring all of the disparate aspects of HeyMama’s offering into one platform — a member-centered hub where everything could be accessed easily. Beyond that, we defined the product’s value in terms of the member’s emotional response to it, as well as how it would fit into their daily routines. HeyMama members are busy, so we wanted to deliver high-value content and experiences efficiently, and we envisioned a layer of AI that would create a highly customized and continually renewed experience for each member.
Before we could build a new platform, however, we needed to address core technical infrastructure. We started by cleaning up existing data and migrating it to a new, more secure database and server. At the same time, to ensure ongoing data integrity, we needed to change how it was collected. We worked with the HeyMama team to define what data points were most meaningful and then re-wrote, re-designed and re-built the member application form in alignment with these decisions. We A/B tested this form and collected member feedback, ultimately building multiple iterations until we felt that we had the right balance between optimizing conversion and ensuring the quality of those conversions.
In the background, we built custom billing logic for subscription management, including free trial and discount code capabilities; as well as a bespoke admin system for managing incoming applications and member data.
To test our assumptions at each stage, we collected strategic analytics data and worked with HeyMama to create a representative cohort of users to form a “Product Council” for ongoing feedback.
Also behind the scenes, we brought on security partners to help ensure that we were building the most data-secure platform we could; and through real-time security monitoring, we are ongoing patching and addressing any vulnerabilities that arise. This will help enable HeyMama to pursue SOC2 and ISO 27001 compliance at any point in the future, and in the meantime gives HeyMama and its members peace of mind around data security.
With clean and secure data inputs, we built the first few pieces of the platform: the ability for members to see and update their profile and billing data, and the ability to search and view the profiles of other members. We then built our MLP (minimum lovable product) version of the HeyMama community forum with communities and a custom admin system. As with the application form, these features went through multiple rounds of design and iteration before launch.
All features were built for compatibility with all major browsers, both web and mobile.
We have exciting things up our sleeves for HeyMama, so watch this space! And check out their important work on behalf of working parents at HeyMama.co.
