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Educational
Strength
Warmth
Matritva App (Motherhood)
Maternal Healthcare Ecosystem: Designing Services for Pregnant Women in Rural India
During my UX Design internship at UMass Chan Medical School, I designed a digital health ecosystem for first-time parents in rural India—bridging the gap between clinical expertise and community accessibility.
The platform integrates predictive malnutrition analytics with localized health education, backed by a social commerce model that makes essential childcare products affordable for underserved communities.
What I owned — and how I worked
PRODUCT
Digital Health Ecosystem Mobile App for First-Time Parents in Rural India — UMass Medical
TIMELINE
Aug – Dec 2023 → Concept Design & Dev Hand-off
MY ROLE
UX Design Intern
As a UX Design Intern, I drove end-to-end design strategy and execution across the digital ecosystem—bridging clinical health requirements with intuitive, accessible user flows.
Ran discovery and market research to translate complex clinical requirements into accessible, low-literacy user flows.
Executed problem solving, MVP scoping, wireframing, and interactive prototyping.
Developed and maintained design systems to ensure UI scalability across surfaces.
Led product presentations and key stakeholder reviews to align leadership on the core solution.
TEAM
Apurv Soni – Mentor
Andres Colubri – UX Lead
Ibriz Moonim – Product Manager
TOOLKIT
Figma, Adobe XD, Balsamiq Wireframes, UserBerry
THE 30 SECOND VERSION
The Human Cost of Inadequate Care
35,000+
women
in 2017
Women lost to pregnancy & childbirth-related complications in India
📅 That's 96 women every day
See Meena’s Story>
12%
of global
mortality
Of global maternal mortality occurs in India - being 17.7% of world population
📍 Concentrated in rural regions
View Regional Impact >
60%
preventable
deaths
Deaths could be prevented with proper monitoring and early intervention
🧒 That's 250,000 children annually
See how technology helps? >
MISSION
Project Goal
To create an Android Mobile Application that
uses predictive analysis and data science
for tracking pregnant women and child health, in rural India to support community healthcare workers in fighting against infant malnutrition
Target Users: Healthcare Workers
Focus: Maternal & Child Health
Technology: Predictive Analytics
The Problem
In rural India, limited access to healthcare information and resources leads to preventable maternal and infant deaths. Community healthcare workers lack the tools to effectively monitor high-risk pregnancies and infant nutrition.
The lack of education and resources during pregnancy contributes to this issue.
Meet Reema & her daughter
A young mother from rural India who lacks access to proper prenatal care and nutritional guidance
Real time monitoring & tracking
1
Track vital health metrics and medication schedules with automated reminders and personalized insights.
Healthcare Worker Access
2
Connect seamlessly with community healthcare workers for virtual consultations and emergency support.
Predictive Analysis
3
Use predictive analysis and machine learning to identify potential issues.
How might we help..
Pregnant mothers are looking find a way to track their baby’s health, receive updates, and get trusted advice—without frequent doctor visits
THE 30 SECOND VERSION
The Human Cost of Inadequate Care
Pregnancy in rural India is inconsistently tracked due to limited healthcare access, poor infrastructure, and geographical barriers. Meanwhile, child malnutrition and preventable deaths remain a serious concern, driven by lack of awareness, posing a significant challenge to India's population health.
India has two main cadres of Government Community Healthcare Workers:
ASHAs: Act as a bridge between their community and the public health system. They provide essential health education, focusing on reproductive health, diabetes prevention, and healthy lifestyle choices.
Anganwadis: Anganwadis are government centers in India that provide nutrition, healthcare, and early education to children under six, pregnant women, and nursing mothers, aiming to improve child development and maternal health.
THE 30 SECOND VERSION
Problems Faced by the Anganwadi's & ASHA's:
Through primary and secondary research, we identified the key challenges faced by ASHA and Anganwadi workers. This insight was gathered from newspaper reports and direct interviews, helping us understand their pain points and daily struggles.
Study Reference JFMR
Manual Record-Keeping:
Without digital tools, workers rely on paper records, leading to errors and inefficiencies in prenatal care, immunizations, and nutrition tracking.
THINK INDIA QUARTERLY
Increased Workload:
Repetitive data entry burdens Anganwadi workers, limiting community engagement and service delivery.
FELLOWSHIP.BLUEKRAFT.IN
Delayed Data Processing:
Reliance on manual methods results in slower data compilation and reporting, hindering prompt decision-making and timely interventions in critical health situations.
DEFINING THE PROJECT SCOPE
Clientelle ( Employees)
Including professionals like social workers, nurses, and other specialists to provide support.
Service Users (Mothers/Fathers/Guardians)
Needs to improve quality of life, track child’s health, and learn about pregnancy care.
Caregiver/ Doctors (Family Members)
Needs to track patient health and stay connected with healthcare workers.
My Contribution
Three different user groups with, different user scenarios in one app
Streamlined dashboard for quick patient overview
Minimalist UI to reduce cognitive load during busy shifts
Color-coded priority system for urgent cases
Clientelle (Employees)
Caregiver/Doctors
Service Users
Visual progress trackers for health milestones
Simplified navigation for varying tech literacy
Accessible language and iconography
Visual progress trackers for health milestones
Simplified navigation for varying tech literacy
Accessible language and iconography
The app was designed for two unique personas
PARENT:
A parent of 2 children who is concerned about the health and well being of her new born baby, and how to take care.
COMMUNITY HEALTH CARE WORKER:
A healthcare worker, who lives far away, and does not have enough resources to help the parent.
PRIMARY RESEARCH
Research Findings
I conducted interviews with 10 employees, followed and observed their daily work and visit to seniors' home, analyzed their work documents and current CMS system.
01. Front-line care workers need clear & updated schedule, task know-how, and be able to get urgent support.
Front-line case workers need to visit several seniors to provide different services everyday. The shift and service details always keep changing. They had to check the updated schedule everyday on a paper posted in the NGO center.
We analyzed the existing data logging processes across various available resources to gain a comprehensive understanding of the current system.
02. The information of each case need to be better archived, centralized and shared among employees.
Professionals and front-line case workers may work for the same service users. However, the information for each service cannot be easily shared among all. They need to specifically ask each other to get the updates when needed.
Building Trust via Data Provenance
Sales leads needed transparency before presenting AI metrics to buyers.
Eliminating Pre-Upload Drop-Off
First-time users weren't sure what Concept Evaluation would do with their images.
CONVERTING RESEARCH TO INFORMED DECISIONS
Journey Mapping
To create a holistic design solution, we created users' journey based on interview and mapped pain points and design values onto the journey. By doing so, we could re-evaluate the design concept and features holistically, and make sure that all of users' goals can be achieved, their pain points can be relieved and unnecessary features can be avoided.
Behind the scenes of our design work session, refining prototypes and layout systems.
This project wasn't just about design—it was about empowerment, storytelling, and making a real impact.
I project close to my heart, where design became a voice for empowerment, education & change. :)
CONVERTING RESEARCH TO INFORMED DECISIONS
Making the connections and the ecosystem
To better understand the application and its solutions, I analyzed the different user roles, tasks, and notifications. I created a persona-based task matrix to map out tasks, frequencies, notification providers, and recipients. This helped define roles, responsibilities, and interactions, ensuring a clear and efficient user experience.
PERSONA BASED TASK ASSESMENT
Task
Data collection in real‐time and face‐to‐face counselling
Prediction of weight
Delivery of pushed text messages
Delivery of pushed voice messages
Delivery of alert (text) messages
Mobile phone to mobile phone counseling
Field supervisory app
Suggestion on healthcare
Provider
ASHA’s / Anganwadi / CHW
Programmed Predictive Model
Server delivered/programmed
Server delivered/programmed
Server delivered/programmed
Study ANM Counsellor
Field Supervisor
Server delivered/programmed
Recipient
App Solution
Using the Garbhasutra app with
Embedded counselling messages and videos
Automated program through data entered in the app
Automated program through data entered in the app
Automated program through data entered in the app
Using the Garbhasutra app to schedule calls and recordings
Using the Garbhasutra app to schedule calls and recordings
Using the app for supervising the work on ASHA’s
Embedded counseling messages and videos
Schedule and frequency
Monthly home visits starting 10 month of infant age
Thrice a week enrolment of infant age and health until 12 months of age
Once a week starting enrolment of infant until 12 months of age.
Conditional: Based on emergency detected on the app
Every fortnightly starting from enrolment of infant until 12 months of age.
Once a week starting enrolment of infant until 12 months of age.
Monthly based on the meetings with project managers till 12months
Thrice a week enrolment of infant age and health until 12 months of age
Abbreviations: ANM (Auxiliary nurse midwife, CHW (Community Health Care Workers), ASHA’s (Accredited Social Health Activists).
Reference Point: Msakhi
User
ASHA’s / Anganwadi / CHW / ANM Counselor
The app supports diverse users, touchpoints, and updates. After defining a persona-based task analysis matrix, we conducted a system mapping exercise to identify key touchpoints and interactions, ensuring seamless functionality and connectivity.
Security?
User/Patient
CHW
Server
Actions
Parent 1
Parent 2
Patient Information
CHW / ASHA
Server
Predictive Analysis
Notifcations
And Alerts
Doctor 1
Doctor 2
Push Texts
Alert Texts
Counselling
Videos
Data Collection
Garbhasutra
Security?
This helped us create a clear information architecture and user journeys to understand user interactions with the system.
DESIGN SYSTEM
Building the design system
We prioritized functionality over aesthetics to make PremApp accessible, intuitive, and efficient for rural India.
Garbhasutra
Roboto
Regular/ Medium/Bold
Typography
(गर्भसूत्र)
रोबोटो
Regular/ Medium/Bold
Icons
Illustrations & Button Styles
Colors
The color palette combines bold Indian reds with soft purples, symbolizing motherhood's warmth and healthcare's professionalism.
Logo
"Garbha" means pregnancy, and "Sutra" means guide. The name represents a guiding thread for a healthy pregnancy journey.
The fused mother and child symbolize their bond, representing care, protection during pregnancy.
Misson Statement
A mobile application that empowers professionals & care workers to work more efficiently and collaboratively through:
Parents/Guardian
Healthcare Worker
💊
Emergency Alerts
Notifies users about missed doses and urgent medication schedules, ensuring timely intake.
⚠️
🤰
Patient Health Records
Allows users to consult with pharmacists about medication shortages or potential interactions with other illnesses.
📊
Patient Health Records
Enables patients to track their health data and medication history, helping them.
📹
Medication Information
Community platform where users can ask questions about medications and watch videos for help.
LOGO DESIGN
Simpler, Clearer Logo Variations
The logo blends Devanagari script for "Stree" (woman) with a mandala bindi motif, supported by clear usage guidelines for print sizing and photography overlays.
FONT & TYPEFACE
Designing for Print & Field Collateral
We designed accessible print media, brochures, and impact reports that seamlessly carried the brand identity to educate underserved communities clearly and engagingly.
The Workshop in a Box
An interactive merchandise ecosystem—ranging from apparel to workshop collateral—strategically built to drive social advocacy. We successfully managed the lifecycle from concept to production, with a focus on a non-profit business model where all proceeds supported community-focused initiatives.
