In 2015, BabyCenter had 3 individual apps apps for parents in different stages of parenting. One was the pregnancy resource for parents-to-be. Another served new parents information about their newborn up to it’s first birthday. The third catered to parents with children older than one year.

We found that the transition rate from the pregnancy app to the baby app was low and that parents either were not aware of the other BabyCenter apps, or they didn’t want to make the effort to download a new one.

In short, they hoped for more content, but expected it to be one fluid experience in the same app. 

So we listened and decided to combine our pregnancy app and our baby app into one: My Pregnancy and Baby Today.