Bruno Amorim — Resume
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Case Study
Canguru — Pregnancy App
How to make a friendly first contact with expecting mothers and sustain engagement through postpartum, in a moment marked by fear and misinformation.
Context & problem
Fighting pregnancy risks with information
Canguru is a pregnancy-monitoring app built to reduce the risks of a delicate moment — violence and medical abuse, household accidents, and unfounded beliefs that can cause complications during pregnancy.
Its answer is information, both from mother to mother and from health professionals. The challenge was how to make a friendly first contact and keep mothers engaged from pregnancy through postpartum. The Brazilian obstetric scenario:
97% receive prenatal care
1k maternal deaths from direct obstetric causes
18k deaths prevented by care during pregnancy
Source: IBGE — National Health Survey 2013; Mortality Information 2017
Research
Listening to mothers, non-users and the medical team
Across four interview and usability-testing sessions, we heard from 74 people. The interviews revealed three recurring pain points: lack of clarity about their own bodies, difficulty finding reliable information, and a desire for direct contact with health professionals — not just a forum among users.
57 users interviewed
15 non-users of the app
2 members of the medical team
Key decisions
The forum was the problem
The full journey map (Knowing → Starting → Using → Developing → Leaving) showed the app revolved too much around the forum — the only source of information was other users' opinions, with no distinction for who was a health professional.
That hurt credibility and relevance, and became the problem behind the decisions below: separate medical guidance from informal conversation, and give mothers a reference space about their own bodies. Three criteria guided every choice:
- Credibility
- Relevance
- Engagement
Process
Paper wireframes and usability testing
Solution — what was delivered
Each screen answers one criterion
Mom's area
Answers the recurring body-related questions raised in research — criterion: credibility.
Forum (redesigned)
Flags health professionals' replies to set them apart from layperson opinion — a direct answer to the forum problem above — criterion: credibility + relevance.
Baby's area
A "milestones" system for fetal development becomes the home screen — criterion: engagement.
Progressive form
Asks for data gradually, after value is delivered — criterion: relevance.
Prototype video
Animated walkthrough of the final prototype
Reflection
The reasoning is the result
The prototype was tested with users in usability rounds; it never reached development, so there is no results section here — the value of this case is the reasoning behind each decision, not post-launch metrics.
74 people heard across four interview and usability-testing sessions (57 users, 15 non-users, 2 from the app's medical team), wireframes tested with users, and design decisions tied to explicit criteria — credibility, relevance, engagement — rather than aesthetic preference. That reasoning, problem → research → criterion → decision, is what this team project demonstrates.
What I'd do differently today: the forum still carries too much weight in the experience even after the redesign — I'd want to test whether the specialist chat should be the primary entry point rather than one tab among others. And the "milestones" system in the baby's area was a good engagement idea that was never tested with a real user for long enough to know if it holds up past the first week of use.
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