The opportunity
Mediclinic operates 47 hospitals and multiple day clinics, sub-acute and mental health facilities across South Africa and Namibia. Its free Mediclinic Baby app was designed as a digital guide to pregnancy – open to anyone, not just Mediclinic patients – but the early version was underperforming. The content management system was fragmented, new features were difficult to add, and the sign-up process discouraged users. Mediclinic needed a full overhaul: better infrastructure, a smoother user experience, easier content management, and more engaging tools for users on the journey to parenthood.
The solution
Having partnered with Mediclinic on websites and information portals, Swipe iX was engaged to lead the app’s redesign and redevelopment. We ran strategic discovery sessions and used user research from Mediclinic to inform every decision.
To streamline content delivery, we built a bespoke content management system hosted on Microsoft Azure, enabling Mediclinic to manage all content centrally across different platforms. The app was developed using Flutter, an open-source framework allowing fast, cross-platform deployment for both iOS and Android, creating a consistent experience and enabling easy future enhancements.
Swipe iX’s design team created intuitive user flows and interface designs, while Mediclinic managed security audits and ensured compliance with data protection laws. The app integrates seamlessly with Mediclinic’s CRM and includes tools aligned with POPIA for user data access and privacy.
Features include ovulation calendars, mood tracking, video and webinar content, online antenatal courses, and Bumpie, a social tool where mothers can share photos of their pregnancy bump.
The results
The new Mediclinic Baby app offers a significantly improved user experience, helping Mediclinic position itself as a trusted partner during pregnancy. The streamlined content management and scalable architecture allow Mediclinic to update content efficiently and roll out new features with ease.
The app’s richer functionality and intuitive design have increased user engagement and retention. It has won multiple awards recognising its excellence, including:
- Gold at the Eddies & Ozzies for Best App/Digital Edition
- Silver for Best Content Platform at the International Content Marketing Awards
- Best Educational Solution at the 2024 FNB App of the Year Awards
