Momily

The brief

A mother buying for a newborn in Iraq was doing it across three or four places at once: a shop for the supplies, a group chat for the advice about which supplies, and a notes app for what happened when. None of them knew about the others. The advice did not know what had been bought, the shop did not know what stage anybody was at, and the record of the week lived somewhere neither could reach.

Momily came to us wanting the three in one product — and wanting it on both a phone and the web, because the moment of reading and the moment of buying are rarely the same moment or the same device.

What we designed

The app opens by asking one question — are you expecting, or is the child already here — and everything downstream is arranged by the answer. It is the cheapest possible piece of onboarding: no form, no account wizard, one tap that decides which trackers appear, which articles surface and what the shop puts in front of you first.

The trackers were the part that had to disappear into the day. Logging a bottle is a dial and a save, not a form — the amount is set by dragging a scale under an illustration of the bottle, because a mother entering this one-handed at four in the morning is not going to type 150 into a numeric field. The same rule runs through the period and pregnancy screens: a number you can reach for, a date that is already filled in, and nothing asked twice.

Commerce and content share a shelf rather than sitting in separate tabs. The feed is not a magazine bolted to a shop; it is written for the person who is about to need what the shop sells, which is the only arrangement in which either half earns its place.

What we built

Native apps for iOS and Android, a web storefront on the same catalogue and the same account, and the commerce backend underneath both — products, orders, and the feed that runs alongside them. One set of data, three front doors, so a basket started on a phone is the basket that is there on a laptop.

• One question onboarding — expecting, or already a parent.
• Storefront — baby and mother supplies, catalogue to checkout.
• News feed — editorial sitting alongside the shop, not beside it.
• Trackers — pregnancy, period and feeding, logged in a tap.
• Three front doors — iOS, Android and web on one account.

“What are you looking forward to?”

Where it landed

Momily is live on the App Store and Google Play and on the web, serving mothers in Iraq, and the product has been featured on Shark Tank. The shop, the reading and the record of the week are finally in the same place — which was the whole brief.