Mavie
Expert wellness support for modern motherhood
Dr Sara Bloom is a physician specialising in maternal wellness who partnered with us to create Mavie, a new wellness experience designed to support mothers through the realities of everyday life.
Over the past decade, she has cared for women through one of life’s most demanding transitions, while navigating early motherhood herself. Her work sits at the intersection of clinical practice, behavioural science, and day-to-day experience, with a focus on making care feel both effective and genuinely usable.
I came to ustwo with an idea and no idea how to make it real. They built both the strategy and something beautiful from the ground up and made tech feel deeply human. For an app built for mothers, that warmth was everything.
The opportunity
Recognising how chronically underserved many mothers are, Sara set out to make meaningful support more accessible through a product that translates clinical insight into calm, practical guidance that fits into the moments mothers already have.
Many women find themselves unsupported through motherhood. Symptoms like fatigue, anxiety, disrupted sleep, and hormonal fluctuation are often dismissed – whilst the tools available to support them assume time and consistency that are rarely available.
Mothers are one of the most interrupted and time-poor audiences to design for. Building a product that could support wellbeing meant designing for usefulness and sustained engagement by creating easily implementable habits. Success would depend on reducing decision-making, fitting into fragmented moments, and helping people build a repeatable rhythm around their wellbeing.
Our approach
In the first phase, we defined the core experience principles and creative direction: ambient and emotionally aware, calm in its expression, and grounded in everyday life. The focus was on shaping small, meaningful moments through a more considered “just one thing” approach. In the second phase, we developed the product experience, designing for limited and interrupted moments with a premium, considered iOS experience at its core. In the final phase, we piloted and refined the product with beta users ahead of launch.
Throughout development, we knew Mavie should feel like a quiet companion, offering timely support without pressure or expectation, so we built without relying on notifications as a core part of the experience.
Alongside the product experience, we developed an engagement framework to understand how habits form over time. We focused on identifying meaningful moments of value and the conditions that would encourage mothers to return naturally. This gave the team a shared model for measuring engagement, testing assumptions, and evolving the product throughout beta and launch.
It’s like having a sister, best friend and doctor in your pocket.
Making it real
At its core, the app addresses the physiological and emotional demands of motherhood, supporting regulation and recovery in the moments they are needed most. This comes together as a single, integrated experience built around three connected pillars:
Fuel
Flow
Feel
- Fuel — evidence-based nutrition and practical food guidance
- Flow — short, functional movement tailored to maternal bodies
- Feel — emotional support and nervous system regulation
All content is designed and reviewed by credentialed experts, including physicians, registered dietitians, psychologists, and women’s health specialists. The experience draws on principles such as habit stacking, micro-routines, and positive reinforcement to make practices easier to sustain over time.
The product deliberately avoids streaks, completion pressure, and performance-based tracking. For mothers, missed days are often a consequence of circumstance and so Mavie focuses on making it easy to return, helping users build sustainable routines over time without turning wellbeing into another metric to manage.
Personalisation is designed as a tool for reducing decisions. Long-term context such as life stage, pregnancy, postpartum recovery, or breastfeeding is combined with shorter-term signals allowing the experience to adapt without creating more work for the user. The system narrows choice and surfaces the most relevant support for that moment. ‘Life Raft’ was a specific feature created for moments when a routine is no longer realistic. Instead of asking users to continue a programme or complete a task, it provides immediate access to grounding content that matches the reality of that moment.
Underpinning this is a product approach grounded in constraint. Time, attention, and cognitive load were treated as core design inputs, leading to a set of clear principles:
- Interactions designed to fit within 5 minutes or less
- Experiences built for interruption, without losing progress or context
- Personalisation that reduces upfront effort
- Pacing, language, and interactions designed to feel calm
- Behavioural engagement framework and analytics model
What we delivered
Over our discovery, pilot, and launch phase, we worked closely with the Mavie team to bring the product to life. Together, we shaped the strategy, experience, and design system from the ground up, refined the product through beta, and prepared it for launch.
Across this phase, we delivered:
- Product strategy and experience design
- iOS app design and interaction model
- Personalisation framework
- Design system
- Beta pilot and iteration with users
- Launch-ready product
This work continues, with ongoing iterations and new features being developed as the product evolves.
Looking ahead
Launch was the start. Next comes deeper personalisation, expanded content, and a stronger bridge between the digital experience and community so that support doesn’t end at the screen.
The ambition is to keep evolving Mavie into an experience that becomes more intuitive, more responsive, and more embedded in everyday life over time. A product that feels like a steady presence - part doctor, part guide, part support system - designed to meet mothers where they are, and grow with them.