WTE’s Skin Tone Picker
More than half of our users reported they didn’t feel represented in our content. We sought to remedy this, and foster consumer loyalty.
Noticing a trend in weekly feedback
As we continued DEI efforts, we continued to get user feedback about our app’s core: a week-by-week visual progression of both the baby and mother’s growth.
“I was disappointed to see that at nearly full-term my baby was described as having pink skin. I am not white and it makes me feel forgotten when my baby’s skin color is not included.”
Cross Functional collaboration
I worked with an amazing team of UX designers and engineers to develop wire frames and user test our environment.
A huge thanks to Lindsey Jellig for seeing this project through to
Skin tone swatches
I drew inspiration from Humanæ to select the ten skin tones used in our picker. The project by Angélica Dass attempts to document humanity's true colors rather than the untrue labels “white”, “red”, “black” and “yellow” associated with race.
Creating the models
I retouched over 400 images to portray the mother’s body at a healthy weight (not unrealistically thin), including natural stretch marks, and adjusted the fetus, uterus, umbilical cord and mother’s body separately to ensure all models would be medically accurate.
Final Launch and performance metrics
The final product was launched in 2021, and it quickly became a favorite feature of our app experience.
6.1 out of 7 users said they were more likely to recommend, and Moms said they would chose WTE if it had this feature over other pregnancy apps
On Android, users customize skin tone at the same rate as the baby’s gender