Pumpspotting

The Client: Pumpspotting

Pumpspotting is the go-to breastfeeding platform and benefits solution helping mothers feed both their babies and their career. The cornerstone of their business offerings is the pumpspotting app. Available both for consumers and as a corporate benefit, the personalized app experience includes crowd-sourced pumping and feeding locations, a community engagement feed, informational articles, cheering on during the feeding process, and access to lactation consultants.

The Challenge:

Pumpspotting built an MVP version of their app in 2017 that had undergone minimal maintenance until the summer of 2020. With an influx of funding, the company was ready to revamp the app, as well as move to a subscription model. Pumpspotting hired Well Made Health, LLC to build out the product road map for the next 6 months, collaborate with the development team, plan and track app metrics, and equip the marketing and sales teams with product knowledge.

The Solution:

• To prioritize a long list of potential new app features, I started with deploying a survey on Typeform to 13,000 email subscribers and app users. The survey feedback combined with the data from the CEO’s cross country tour interviews with hundreds of mothers set our product compass.

• The CEO and I set up a 2 week sprint cadence with the development team and each week checked in on priorities, user feedback, and feature sizing to plan each sprint. Prior to app updates, I would communicate with the business development team to let them know what amazing new things were coming.

• We wanted to not just build a beautiful and high-functioning app. We wanted people to use it and love it. Alongside product updates, I researched analytics platforms and chose one for our team, crafted our metrics, and reported progress monthly to the CEO and the board.

• I worked with our marketing team to bring super users into the app, crafted push notifications, and imagined a brand partnership holiday campaign to grow and engage the community and company revenue.

The Result:

• We completely revamped the business model and built the technology to support an optimal user experience.

• The consumer subscription service launched in January 2020 and acquired our target number subscribers in the first month.

• I oversaw the feature planning, quality assurance, and development of 7 app sprints, including over 30 new features and optimizations.

• Pumpspotting saw steady growth month-over-month in app retention rates, new app downloads, positive app store reviews, and social media followers.