ROOM TO GROW

The pregnancy app from Mumsnet lets you grow into your pregnancy at your own pace, over 9 months – with personalised help and advice from mums who’ve been there, done that and got the stretch marks.

Thanks to the Mumsnet app you can:

• Grow knowledge of what’s happening to you and your baby… at your own pace

• Keep a record of your experiences, including all the ways you and your baby grow

• Grow your relationship with the Mumsnet community; from pregnancy to parenthood

By distilling, curating and reorganising 15 years of pregnancy and parenting content, every parent-to-be can now share in the collective wisdom of half a million women – at their own pace, in a personalized and intuitive way that will always put your mind at rest, not leave your head spinning.

We curated the best Mumsnet pregnancy advice into hundreds of pieces of content and delivered them in a personal, intuitive way. The app retained the authentic, home-made Mumsnet look and tone, presenting pregnancy as a human, not medical, condition. Key features include:

• An interface that grows as you do, becoming more rounded over 40+ weeks

• Bold week-by-week cover imagery to share human stories not medical facts

• Expert information on how you and your baby are changing, week by week, coupled with advice from other mums on how they coped at the same stage

• Written and visual journals to keep track of your progress, thoughts, and significant moments - from the first scan to the first kick

• Filtered access to threads on Mumsnet's Pregnancy forum, where you can find out how other mums-to-be are feeling

• Alerts when fresh articles and information are available

• Designed and built for iOS in 9 weeks

Following a soft launch, the early results have been impressive:

• 81% of new users become return users

• Nearly 90% of return visits happen weekly or more frequently

• High-profile FMCG brand Persil signed on as prime sponsor