Advocating for a humanized and

respected birth through women empowerment

Scope: 4 months

Role: Individual project. User research, interviews, wireframes and prototypes

Tools: Adobe XD






  • Literature Review

  • Competitive Analysis

  • Interviews

  • Brainstorming

  • Sketching

  • Paper Prototype

  • Digital Prototype

  • QOC Analysis

  • Affinity Map

  • Personas

  • User Testing

  • User Feedback

Problem Statement:

Mexico claims to love its mothers, so why is it abusing them?

Obstetric violence ranges from verbal humiliations, physical violence, unnecessary use of medication, and invasive or outdated practices forced medical intervention and, in some cases, denial of treatment.

          " 33.3% of Mexican women experienced obstetrical

            violence in their first childbirth.

            23.6% experienced obstetric abuse and violence

            17.1% non-consensual care" 

            (Castro and Frías)

The Challenge:

The solution needs to be informative to educate with the correct information in a responsible way. It needs to be responsive to women's concerns, so they feel empowered and taken into account, and it absolutely has to be reliable. It needs to be trusted to be taken seriously.

Competitive Analysis

CASA: Maternity clinic providing humanized and respectful delivery care in Mexico City.

Noom: Psychology-based approach to weight loss through a mobile application.

What to expect: Based on the provided data, receive personalized information (interactive/learning) and interact with the community. 

AA: Local community groups to help and support each other to start and remain sober.

Finding: All competitors rely on professionals in the field to give credibility to their solutions. 





Why are we doing this?

Because obstetric violence, including but not limited to, the normalization of massive c-sections being performed in unnecessary circumstances is putting women and babies at risk. We want to make sure women are well informed on birth, birth alternatives, and tools available to them.









Ask your friends: Brainstorming Session 

and Sketching

After meeting up with two of my peers and talking about my project, my possible solutions, and findings from interviews, I was able to narrow down and identify very specific features that my solution needed to have. It helped me see the bigger picture and think about how to cater to the very specific needs of my users. 

The fun begins: Sketching techniques


For the sketching in this project, I used paper, a printed website UI template, scissors, and glue. 

This was one of the most exciting stages in the process because I had to get creative on how to most effectively convey interactions in the system.. When the system responded to user actions, I glued the responses to the page by cutting a “handle” and pasting it to the back so that it could be pulled. I tried to make it as smooth as possible and it went well when testing. 

Target Solution

In an effort to advocate for a humanized birth through women empowerment, an educational website will be created. Giving them freedom and allowing them to create their own experience, it will present sequential information and resources at different levels through videos, graphics, and forums. After conducting interviews with women in my target audience, I found out that one common denominator was that women rely on and look for help and information from other women that have knowledge drawn from their own experiences. 

Iterate, Iterate!

User Testing

Tested my paper prototype with three potential users. This included two representatives of my target users and one potential user. 

Here are some of the main points that came up in my testing and feedback:

Changes were made

One of the most important changes was adding an option for users to be able to interact with the system without creating an account. Another important change was the implementation of the  “photo add” feature, which was not implemented on the paper prototype but was on digital thanks to user feedback. 

Search Bar

Users noticed that the search bar was not consistent throughout all the pages. This made them think that search was only a property of a specific page for a reason.



Useless Chatbot

This prototype included a chatbot on the main page. I wanted to see if my potential users would be drawn upon it. None of my users tried to use it at any point.



No-account option:  

Users mentioned they might be more interested in having access and exploring content without necessarily having to log in or have an account to track progress



Digital Prototype

After testing the paper prototype, I  made some annotations which enabled me to iterate on the design and prototype it on the next stage. For the interactive medium-fidelity prototyping, I used AdobeXD. It was my first time using this tool and so it took me some time, a lot of tutorial video watching and many cups of coffee to grasp the functionality of the system. I started by trying to bring all the main elements to digital in the most minimal way. Then I thought of the brand and so I implemented a color palette and logo, then I started working on the initial basic forms I created at the beginning and work on each one to make it more appealing and interesting. When all the main elements were ready, I moved to the prototype feature of AdobeXD to develop interactions between elements and the user’s actions. 





  • Find the "solvable" problem.

  • Don't underestimate copy

  • It´s OK to re-define the problem... Test soon! 




Women Bylines Mexico: "Trauma at Birth: The Truth Behind Obstetric Violence" by Dunia Verona. 4 Sept. 2019,

Castro, Roberto, and Sonia M. Frías. “Obstetric Violence in Mexico: Results From a 2016 National Household Survey.” Violence Against Women, vol. 26, no. 6-7, 2019, pp. 555–572., doi:10.1177/1077801219836732.

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