Pregnancy is a beautiful journey, but for many first-time mothers in nuclear families it can feel overwhelming.
The question we wanted to answer was: How can we create a reliable, culturally relevant digital companion for expectant mothers in India that reassures them, guides them, and makes them feel less alone?
The idea of Dula was born from the role of a traditional doula, someone who provides emotional and practical support during pregnancy.
The vision was simple:
Build an app that feels warm and reassuring, not clinical or overwhelming.
Offer tools that help mothers reduce stress, feel prepared, and stay connected.
Create a space that mothers can trust as their companion, not just
another health tracker.
To bring Dula to life, we collaborated with the client to refine the initial flow and identify where mothers might feel stuck or overwhelmed. The MVP was shaped around essential features like expert care chat, personalized resources, habit tracking, journaling, and organized medical records. From sketches to high-fidelity screens, the focus stayed on clarity and calm. Simple navigation, warm visuals, and culturally grounded design choices ensured the app felt less like a tool and more like a trusted companion.
Prototyping Dula before launch gave us a chance to test flows, identify friction points, and refine details early. This not only saved time and cost but also made sure the final product felt truly aligned with user needs.Throughtout the process, the feeling of support for expectant mothers is what mattered the most.
