What to Expect
2020-2024

Creative Direction

Campaigns, Branding, UX, UI, Design Systems, Video, Motion, Illustration, Social Media Assets, Competitive Research, Marketing Websites, Motion Graphics, Email Templates

What to Expect is the world’s best-known, most trusted pregnancy and parenting brand. Empowering, positive, personalized and relevant, What to Expect offers must-have information, support and community for every step of the parenting journey, from preconception and pregnancy to the baby years and beyond.

At What to Expect, I lead the UI/UX, brand, and marketing creative, collaborating with Product, Marketing, Engineering, Editorial, and Research teams on seasonal campaigns, new product development, global product launches, and integrated marketing. I ensure a cohesive and impactful visual identity across social media, branded content, and other platforms.

Impact

new app users monthly

+168k

email retention rate
(vs. -2% benchmark)

+42% 

affiliate commerce revenue via AI Shopping Assistant Tool

+36% 

User
Testimonial

“I have used this app to track two children now and I am using it to track my third as well. This app helped me keep up with my baby’s development and growth through my pregnancy and continues to provide information about my baby’s milestones and achievements. This app is a must for pregnant mommas!”

Bonnie G.
What to Expect App User