What did I do:
2024
Dates:
- 7-day trial app content strategy
- a reel
- an article
LEIA Health
Elevating Leia Health’s user journey with strategic content, driving engagement, retention, and deep emotional connection with new mothers.
Introduction
Leia Health is a digital platform supporting postpartum women with expert guidance, health tracking, and emotional support. To boost user retention during the 7-day trial, I have developed a strategic content plan ensuring immediate value.
This initiative leveraged personalized content, interactive engagement, and milestone-based communication, strengthening Leia Health’s role as a trusted companion for new mothers. Additionally, I crafted social media content to enhance brand awareness and deepen user connection.
This initiative leveraged personalized content, interactive engagement, and milestone-based communication, strengthening Leia Health’s role as a trusted companion for new mothers. Additionally, I crafted social media content to enhance brand awareness and deepen user connection.
Key Focus Areas & Priorities
- Personalized User Onboarding – Tailored first-time experience based on health status, postpartum needs, and personal goals.
- Daily Engagement Touchpoints – Structured in-app interactions, push notifications, and habit-building techniques.
- Emotional & Psychological Support – Content aligned with the mental and emotional challenges of postpartum recovery.
- Strategic Long-Term Retention – Ensuring continued engagement beyond the trial period through milestone-based content.
- Conversion Optimization – Guiding users naturally toward premium features and subscription conversion.
Key Content & Feature Enhancements
Option 2: Career reintegration planning & return-to-work guidance.
- Day 1: Smart Onboarding & Profile Setup – Personalized recommendations from the start.
- Day 2-4: Habit Formation – Encouraging daily app usage through health tracking, baby care check-ins, and interactive content.
- Day 5: Wellness & Physical Recovery – Introducing pelvic floor training, self-care guidance, and scheduled reminders.
- Day 6: Personalized Support Path –
Option 2: Career reintegration planning & return-to-work guidance.
- Day 7: User Feedback & Future Engagement – Collecting insights to personalize future content recommendations.
Strengthening Emotional Engagement Through Social Media Content
To extend Leia Health’s brand presence and credibility, I created an example of a social media video designed to foster an emotional connection with new mothers.
- Empathy-Driven Messaging – Ensuring users feel understood and supported during their postpartum experience.
- Highlighting Key Features – Demonstrating how Leia Health provides immediate solutions to real-life challenges.
- Community Building – Encouraging organic engagement through authentic storytelling.
Personalized Article for Milestone-Based Engagement
As part of the content strategy, this article is designed and supposed to be sent when a user reaches the three-month postpartum milestone, providing timely support and guidance tailored to their journey.
- Addresses common physical and emotional changes at this stage.
- Provides expert-backed guidance on baby development and maternal health.
- Encourages continued engagement with Leia Health’s resources, strengthening user retention.
By aligning content with key postpartum milestones, Leia Health ensures timely, relevant support, keeping users engaged in their long-term journey.
Congratulations on reaching the third month of your motherhood journey!
This time is filled with new developments and experiences for both you and your baby. Here’s what you can expect from your body, health, routine, and baby’s growth during this exciting period.
Changes in your body
As you settle into the third month postpartum, you'll likely notice some significant changes in your body. By now, postpartum bleeding should have mostly stopped, though light spotting might continue. If you're breastfeeding, your breasts may feel less engorged as your milk supply stabilizes. Light exercises like walking, postpartum yoga, or pelvic floor exercises can help rebuild your strength.
“Have you tried our pelvic floor training? It is a great way to improve your health with short daily exercises!”
Menstrual cycle and emotional health
Your menstrual cycle may return this month if you’re not exclusively breastfeeding, though it might be irregular initially. It’s also crucial to keep an eye on your emotional health. Sleep deprivation is common, so try to share nighttime duties and nap when your baby sleeps. If you feel persistently sad, anxious, or overwhelmed, seek help from a healthcare professional, as these can be signs of postpartum depression.
Establishing a Routine
Your daily routine will start to become more predictable, with regular feeding times, naps, and playtimes. Finding a balance between baby care and household tasks is key, so don’t hesitate to ask for help. If you’re planning to return to work, start preparing by discussing flexible hours with your employer, arranging childcare, and transitioning your baby to a new routine.
“Did you know that LEIA has its parental leave timeline, to help you plan your return to work?”
Baby's Physical Development
Your baby might start to gain better control of their head, push up during tummy time, and perhaps even show signs of rolling over. You'll notice improvements in their hand-eye coordination as they begin to reach for and grasp objects. Cognitively, your baby will become more aware of their surroundings, following moving objects with their eyes and recognizing familiar faces. Expect more cooing and babbling as your baby experiments with sounds, and enjoy the increased smiles and laughter as they respond to your interactions.
Feeding Patterns and Preparing for Solids
Feeding will continue to be a significant part of your routine. Your baby’s feeding patterns may become more predictable, with longer stretches between feedings. If you're breastfeeding, be prepared for growth spurts that temporarily increase your appetite. Some parents start introducing solids around 4-6 months, so you can begin preparing for this transition.
“We have a checklist on how to introduce your baby to solid food, you will receive it at the end of this article.”
Embrace the journey
In summary, the third month of motherhood is a period of growth and new experiences. Embrace the changes, take care of yourself, and celebrate the milestones. You’re doing an amazing job, and each day brings new joys and discoveries.
Now take a look at the list of suggestions we prepared for you!
Changes in your body
As you settle into the third month postpartum, you'll likely notice some significant changes in your body. By now, postpartum bleeding should have mostly stopped, though light spotting might continue. If you're breastfeeding, your breasts may feel less engorged as your milk supply stabilizes. Light exercises like walking, postpartum yoga, or pelvic floor exercises can help rebuild your strength.
“Have you tried our pelvic floor training? It is a great way to improve your health with short daily exercises!”
Menstrual cycle and emotional health
Your menstrual cycle may return this month if you’re not exclusively breastfeeding, though it might be irregular initially. It’s also crucial to keep an eye on your emotional health. Sleep deprivation is common, so try to share nighttime duties and nap when your baby sleeps. If you feel persistently sad, anxious, or overwhelmed, seek help from a healthcare professional, as these can be signs of postpartum depression.
Establishing a Routine
Your daily routine will start to become more predictable, with regular feeding times, naps, and playtimes. Finding a balance between baby care and household tasks is key, so don’t hesitate to ask for help. If you’re planning to return to work, start preparing by discussing flexible hours with your employer, arranging childcare, and transitioning your baby to a new routine.
“Did you know that LEIA has its parental leave timeline, to help you plan your return to work?”
Baby's Physical Development
Your baby might start to gain better control of their head, push up during tummy time, and perhaps even show signs of rolling over. You'll notice improvements in their hand-eye coordination as they begin to reach for and grasp objects. Cognitively, your baby will become more aware of their surroundings, following moving objects with their eyes and recognizing familiar faces. Expect more cooing and babbling as your baby experiments with sounds, and enjoy the increased smiles and laughter as they respond to your interactions.
Feeding Patterns and Preparing for Solids
Feeding will continue to be a significant part of your routine. Your baby’s feeding patterns may become more predictable, with longer stretches between feedings. If you're breastfeeding, be prepared for growth spurts that temporarily increase your appetite. Some parents start introducing solids around 4-6 months, so you can begin preparing for this transition.
“We have a checklist on how to introduce your baby to solid food, you will receive it at the end of this article.”
Embrace the journey
In summary, the third month of motherhood is a period of growth and new experiences. Embrace the changes, take care of yourself, and celebrate the milestones. You’re doing an amazing job, and each day brings new joys and discoveries.
Now take a look at the list of suggestions we prepared for you!
- Introducing solid food, Checklist
- Parental leave step-by-step
- Getting back your menstrual cycle
Results & Reflection
This project exemplifies my ability to craft data-driven, engagement-focused content strategies that combine:
Key Skills Demonstrated:
Focusing on habit formation, emotional connection, and strategic content delivery, that approach successfully transforms Leia Health from a simple app into an essential long-term support system for new mothers.
- User experience analysis
- Competitor & market research
- Behavioural psychology insights
- Strategic marketing principles
Key Skills Demonstrated:
- Content Strategy & UX Optimization
- Digital Marketing & User Retention
- Social Media Engagement & Video Production
- Milestone-Based Personalization
- Copywriting & Educational Content Creation
Focusing on habit formation, emotional connection, and strategic content delivery, that approach successfully transforms Leia Health from a simple app into an essential long-term support system for new mothers.
CONTACT ME
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alina.sazonchik@gmail.com
alina.sazonchik@gmail.com
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