Moms Up
Singapore | Empowering Happy Moms in Asia
Moms Up by Cordlife Group
Parenting Community
Brand Asset
The Challenge
Client Background
Listed on the mainboard of SGX since 2012, Cordlife is one of the leading providers of cord blood and cord lining banking services in Asia. Cordlife’s market presence spans across six key markets of Singapore, Hong Kong, Indonesia, India, Malaysia and Philippines. Cordlife has recently expanded via strategic interests in Thailand, Vietnam and Myanmar..
Looking to establish a stronger foothold in the mother and child segment, Cordlife launched Moms Up, an every-stage motherhood resource mobile app. Inspired by Cordlife’s vision to help people live healthier, happier, and longer through innovation and technological advancement, Moms Up launched in the six key markets.
Project Role
Launching a unified motherhood platform across six distinct Asian markets (Singapore, Hong Kong, Indonesia, India, Malaysia, Philippines) presented a complex localization challenge. We needed to distill a universal 'motherhood' experience that resonated deeply with diverse cultural sensibilities while maintaining a singular, cohesive brand voice for Cordlife.
We were engaged by Cordlife's Moms Up team to shape the brand, from forming the Brand Strategy, developing the Brand Identity, crafting the Brand Applications, Designing the User Experience and User Interface of the mobile app, to Designing the Social Media assets.
Client Background
Listed on the mainboard of SGX since 2012, Cordlife is one of the leading providers of cord blood and cord lining banking services in Asia. Cordlife’s market presence spans across six key markets of Singapore, Hong Kong, Indonesia, India, Malaysia and Philippines. Cordlife has recently expanded via strategic interests in Thailand, Vietnam and Myanmar..
Project Role
Launching a unified motherhood platform across six distinct Asian markets (Singapore, Hong Kong, Indonesia, India, Malaysia, Philippines) presented a complex localization challenge. We needed to distill a universal 'motherhood' experience that resonated deeply with diverse cultural sensibilities while maintaining a singular, cohesive brand voice for Cordlife.
Destigmatizing Support
In a digital landscape often cluttered with medical jargon or superficial advice, the challenge was to position Moms Up as a trusted, empathetic companion. The goal was to break down the barriers to seeking help, transforming a utility app into an emotional anchor that validates the struggles and joys of modern motherhood.
Unified Ecosystem
Cordlife's expansion into the B2C segment required a pivot from a clinical service provider to a daily lifestyle partner. We faced the architectural challenge of integrating complex resource libraries, tracking tools, and community features into a seamless mobile experience that felt intuitive for sleep-deprived parents.
The Process
User-Centric Prototyping
We adopted a human-centered design approach to bridge the gap between medical utility and emotional support. By mapping the motherhood journey, we identified key friction points and opportunities for delight.
Empathetic Discovery
Our strategy began with deep-dive 'Brand Discovery' sessions, mapping the emotional peaks and troughs of the motherhood journey. We developed detailed user personas and empathy maps through hybrid surveys and interviews, ensuring our design decisions were rooted in real human needs rather than assumptions.
Playful Semiotics
Moving away from sterile corporate identities, we developed 'Stylescapes' focused on 'Approachable, Playful, and Authentic' aesthetics. We utilized a semiotic language of 'Overlap Hearts' (bonding) and 'Balloons' (uplifting) to create a visual system that feels like a warm embrace—optimistic, comforting, and inherently positive.
User-Centric Prototyping
The UI/UX phase involved rigorous iteration. From low-fidelity wireframes to high-fidelity prototypes, every interaction was tested for friction. We focused on one-handed navigability (essential for nursing moms) and glanceable data visualization, ensuring the app remains functional even in the most chaotic parenting moments.
The Solution
A Scalable Visual System
We delivered a responsive brand identity system capable of scaling from an app icon to billboard campaigns. The visual language uses a proprietary illustration style that transcends language barriers, allowing the brand to speak clearly to mothers in Mumbai, Jakarta, and Singapore alike.
Hub of Empowerment
The final Moms Up app is more than a tool; it’s a digital sanctuary. By organizing vast resources into intuitive 'stages' of motherhood, we created a resource hub that grows with the user. The architecture prioritizes personalized content delivery, ensuring relevant advice is always at the user's fingertips.
Cross-Market Engagement
The unified design system streamlined the rollout across six diverse regions, reducing development overhead while maximizing brand consistency. The result is a regionally recognized platform that has successfully successfully repositioned Cordlife as a holistic partner in the parenting journey, driving significant uptake in user acquisition and engagement.
"Moms Up is designed to be a mother's best friend, guiding her through the beautiful journey of motherhood with reliable information and genuine support."
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