From Paper Chaos to Digital Clarity
For years, the pregnancy experience at CM was a patchwork of scattered documents, unclear instructions, and disjointed communication channels. For parents, that meant stress, confusion, and too much admin in an already overwhelming moment. For CM, it meant an overloaded customer service team and fragmented internal processes.
We were brought in to turn that chaos into clarity — not by digitising forms as-is, but by reimagining the experience with empathy at its core. The goal? A digital journey that feels calm, human, and clear.
The Challenge: More Than Just Systems and Rules
Behind the scenes, the flow was a tangle of legal, technical, and organisational complexity:
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Internal teams operated in silos
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Regulations varied based on employment status (employee, self-employed, civil servant)
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The underlying platform (OutSystems) had strict limitations
But the biggest challenge wasn’t technical — it was emotional. Pregnancy isn’t a procedure, it’s a life moment. The experience had to be legally accurate and emotionally supportive. That balance was non-negotiable.
The Vision: Simplicity You Can Feel
We envisioned a digital space where expectant parents wouldn’t have to guess or Google what comes next. A portal that gently but clearly shows:
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What’s expected of them
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What documents they need
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Where they are in the journey
All without needing to call customer service for clarification.
The Hypothesis: Less Stress, More Confidence
We believed that a thoughtful, well-designed UX would lead to three tangible outcomes:
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Reduced stress and more clarity for parents
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Fewer repetitive questions for CM’s support team
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Stronger trust and satisfaction across the board
The Approach: Designed Together, Not Delivered To
This wasn’t a solo sprint. We co-created with everyone involved — designers, developers, internal stakeholders, and parents themselves. Our approach was collaborative, methodical, and deeply human:
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We mapped all stakeholders and current-state pain points
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We ran user interviews with both parents and CM staff to surface hidden friction
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We visualised the journey — not just tasks, but the emotions tied to them
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We prototyped and iterated using CM’s Alfredo design system
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Every step was tested in Figma and adjusted based on real feedback
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Handover to development included validation loops to keep quality high
The Outcome: Simpler for Parents, Smarter for CM
For parents:
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The flow felt more intuitive and emotionally aligned
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Customer service contact dropped significantly
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During testing, we heard things like: “It just makes sense now. I don’t have to overthink it.”
For CM:
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Fewer support tickets
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Faster, more efficient processing
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UX is now seen as a strategic pillar, not just a visual layer
From One Journey to a Movement
This project wasn’t just about improving one user flow — it reminded us of something bigger: empathy isn’t a nice-to-have, it’s a design principle. When UX is treated as more than a layer — when it becomes a way of translating legal, technical and emotional complexity into reassurance — it creates ripple effects. Parents feel supported. Teams work smarter. Organisations grow in confidence. The approach we built here is already becoming a blueprint for other journeys at CM — from postnatal services to broader digital transformation. But more than that, it’s a mindset shift: every screen is a chance to earn trust. Every interaction is a moment to say, we see you, and we’ve thought this through with care. UX isn’t just about how things look. It’s about how people feel — and what they remember.
