Reimagining Maternal Health
Product Exploration
Fall 2025
The Problem
The U.S. postpartum care market ($2–7B) is deeply fragmented. Moms see their OB once at 6 weeks, then navigate lactation, pelvic floor, mental health, and nutrition entirely on their own.
First-time moms described feeling abandoned — their baby's care followed a clear rhythm, but their own recovery had no structure, no guide, and no one asking "how are YOU doing?"
Poor postpartum support is linked to PPD/PPA, delayed recovery, and long-term health consequences. This is a healthcare gap with real clinical implications.
Approach
- —Conducted 25+ interviews with early moms, pregnant women, and care providers (OBGYNs, pelvic PTs, doulas), layered with academic and market research to converge on postpartum care as the highest-signal opportunity.
- —Generated 55+ solution concepts, narrowed to 4 through structured voting, then concept-tested 2 finalists with 9+ moms and providers.
- —Built interactive Lovable prototypes to make concept testing tangible, so moms could actually click through the experience.
Key User Insights
- —Postpartum care is structurally baby-centered. After birth, the system becomes highly organized around the baby, while the mother's recovery becomes low-touch, fragmented, and largely self-managed.
- —Moms needed clear, contextual guidance in the moment. In an already overwhelming period, they wanted clear, personalized direction on what to focus on, what was normal, and when to seek help — not more scattered information.
- —The mental and emotional burden of postpartum was heavier than expected. Sleep deprivation, hormonal shifts, and isolation made this period especially difficult, with many moms describing experiences of postpartum depression, anxiety, or intrusive thoughts.
What I Built
Postpartum Care Marketplace
A trusted marketplace for postpartum care where moms can browse certified providers, filter by specialty, verify insurance, and book in-home or virtual visits.
Interactive Demo
AI Recovery Coach
A personalized postpartum recovery coach with week-by-week plans covering physical healing, mental health, and nutrition, adapted to symptoms and delivery type.
Interactive Demo
Validation & Takeaways
- —The marketplace concept won testing. Moms said "the one I would really use right off the bat," and an OBGYN said it was the one she'd be most excited to refer patients to.
- —Moms consistently preferred human connection over app-based guidance, especially in early postpartum when safety concerns are highest.
- —Surfaced critical risks early: provider certification complexity, insurance integration, and digital tools adding cognitive load during an overwhelming period.
What I’d Do Next
- —Launch a landing page test to validate provider and patient demand before building an MVP.
- —Explore a hybrid model: marketplace for early postpartum (Weeks 1–6), recovery coach for Months 3–12.