Ask the Midwife [DRAFT]

Photo Credit : (c) 2017 Lexel



Project Overview

Ask the Midwife is the UK’s first ever online health advice service, run by Registered Midwives. For the first time ever you can get a fast response to any questions you have about pregnancy, birth and beyond.




The project team consisted of Jason Gaved, Jano Amigo, Alex Papasavva and Zoe Hedinger. The client Hannah Harvey was also heavily involved in the project.

Project Brief

Ask the Midwife wanted the UK’s first ever mobile application, run by Registered Midwives. Ask the Midwife wanted to enable users to receive a fast response to any question about pregnancy and birth.

The application offers a chat service 7 days a week to expecting mothers. It was extremely important that the back-end allowed Midwifes to easily handle multiple chat requests and was easy to use.

The system also needed to handle subscriptions as users are able to subscribe to a number of different plans or simply ask a one-off question. For this, Lexel integrated Stripe as a payment method.

Project Need

Ask The Midwife offers an alternative income option for midwives. The majority of midwives are women, who inevitably end up having families of their own, so by offering a work from home platform Ask The Midwife are giving midwives the opportunity to do home based work alongside clinical practice.

User Experience

User Experience is key to any mobile application. When wireframing Ask The Midwife we needed to ensure that all ranges understood the application and it was easy for anyone to use. We made the application simple by having two button - and Ask button, where you can ask a question and a Chat button, where you could talk instantly with a registered midwife.

Project Marketing

Ask The Midwife have been promoting the application for a number of months and had over 14,000 followers across social media platforms and over 1500 people subscribed to the mailing list.

Ask The Midwife was also shortlisted for the Worthing and Adur Young Achiever business award and achieved over 1500 downloads in the first 3 months.

Within the top 50 in the iOS app store medical category charts within the first month and acquiring an impressive 8% paid conversion rate within the app - compared to UK average of 2.18%.

Project Privacy

All data is transmitted via Secure Socket Layer (SSL) and is encrypted on the database.

Exactly as it states - we're looking for the best startup projects. Startup projects need to be newly emerging, less than 5 million users and less than 3 years old.
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