The Brief: Reimagining Digital Maternity Care at Hoag

When I joined Hoag, Nona was a simple postpartum support tool. Mothers who had recently given birth could download the app to chat or voice call nurses and lactation specialists after leaving the hospital.

The intention was clear: extend care beyond discharge. In practice, it revealed a larger opportunity.

New mothers consistently expressed appreciation for the in-hospital experience — but once home, uncertainty returned. Questions expanded beyond lactation. Anxiety surfaced earlier, during pregnancy. The gap in care was not just postpartum. It spanned the entire maternity journey.

Through months of strategy, stakeholder alignment, user interviews, and behavioral research, Nona was reimagined as a comprehensive prenatal and postpartum support platform.

Expanding the journey

User research revealed that expecting mothers wanted guidance well before delivery. The product was redesigned to support both prenatal and postpartum experiences, creating a continuous, cohesive journey instead of a single moment of care.

The experience now adapts to where a user is in her journey, delivering curated, clinician-authored content tailored to her stage. The homepage became dynamic, relevant, and trusted — reducing reliance on fragmented online searches.

Improving access to care

Communication tools were upgraded with significantly improved chat and video functionality, making support feel immediate and dependable. Integration with Hoag’s Epic system allowed the app to recognize patient information securely, creating a more seamless experience across digital and clinical touchpoints.

Patients can now:

• Pre-register for delivery

• Complete clinical forms and their birth preferences for labor & delivery digitally

• Book appointments and browse providers

• Access high-demand services like Hoag classes, events and even access mental health counseling

• Pre-register for delivery

These changes reduced friction during high-stress moments and reinforced continuity of care.

Building a trusted information ecosystem

One of the most impactful shifts was connecting multiple clinical departments to restructure and elevate in-app content. Instead of turning to Google during moments of concern, patients now have direct access to trusted, institution-backed resources within the app itself.

This required cross-department collaboration, governance planning, and clear content strategy, transforming Nona from a simple support tool into a reliable information hub.