THE CHALLENGE:

New parents are overwhelmed.

The goal while creating Everydrop was to translate clinical tracking data (feeding logs, symptoms) into a visual language that felt supportive, not stressful.

Early user research surfaced two conflicting needs: parents wanted calm, judgment‑free guidance that felt emotionally validating, while the business needed clear, scannable UX that increases onboarding completion and daily logging to drive retention.

THE APPROACH:

Balance 'medical credibility' with 'emotional warmth' to create a friction-free experience for exhausted users.

We built an expressive brand language using dynamic colors, loose lines, and gentle textures to convey empathy, then constrained it with a utility grid, accessible contrast, and typographic hierarchy for clinical clarity.

ICONS

A scalable iconography system designed for cognitive ease. We used organic shapes and soft edges to reduce visual noise, ensuring the interface feels calming even during 3 AM logging sessions.

ONBOARDING

UI aimed at reducing friction. Large touch targets and high-contrast active states ensure usability for one-handed interactions while holding a baby.

IN-APP ILLUSTRATIONS

Visualizing complex techniques (like latching positions) requires clarity without feeling sterile. This illustration library bridges the gap between 'medical diagram' and 'human connection.

DATA VISUALIZATION & SOCIAL

We evolved the social content @geteverydrop from simple engagement into a trusted educational resource. I built a scalable visual framework designed to demystify complex lactation science and health metrics, turning them into digestible, bite-sized guides. This system allows the brand to rapidly produce evidence-based content that empowers parents to learn, troubleshoot, and feel confident in their decisions.

During the branding development stage, we moved away from the standard 'tech blue' used in medical apps, opting instead for a warm, earthy palette that grounded the user experience in wellness rather than pathology.

CREDITS:

Client Everydrop Care

Art Direction Idil Gözde 

Illustration & Design Idil Gözde 

DISTRIBUTION:

Apple + Android App download