Case Study: Service & UX Design in Health Care

There are a lot of complex problems in health care that can be approached with service design thinking. One of them is migrant health.

More than 50% of the women that give birth in Vienna are not born in Austria. Pregnancies of migrant women are more problematic than pregnancies of locals, care and prevention services are used less. Together with women from different countries and health care staff we developed new ideas and solutions with the help of service design thinking.



Design research: photo diary
Pregnancy journey
Scenario of use: at the obstetrician's practice
Paper-prototype test with users

Our first goal was to find out how women from other countries experienced their pregnancy in Vienna, which were the positive and which the negative aspects. We were also interested in learning what motivates and delights them in their everyday life. We conducted in-depth interviews with pregnant women and young mothers, but also with health care staff and social workers, in order to learn about the challenges from the service providers’ point of view.

Based on the results we developed the first paper prototypes and tested them with our users and health care staff. After several iterations we had a fully functional prototype which both the users and health staff were eager to use in practice. We would like to do a longterm test with this prototype in the field together with a qualified content partner.



Health tips, information about local services and events
Information about upcoming appointments
Preparation for medical visits (questions, answers)

In the first phase of the project we developed a multi-lingual pregnancy app. In a playful way the app provides health tips and guides women through the local healthcare system. Moreover, it helps women to prepare for medical visits and communicate more confidently with their doctors.


Service offering

The app is meant to be at the core of a larger service offering for pregnant women and mothers. Access to the app should be provided through a supplement of the official “Mutter-Kind-Pass” (record of prenatal and natal care), which will be handed out directly by the gynecologist. For the future we plan to focus on tools and services that can be provided locally at the doctor’s practice or in the hospital to support communication.

Context: self-initiated project in collaboration with Eva Westhauser
My role: creative lead, project manager, UX designer
My tasks: design research, customer journey mapping, sketches, storyboards, wireframes, interactive prototypes,…
Team: Nurten Aybar (user research, translations), Eva Westhauser (marketing, business model), Konstantin Wolf (graphic design, ux design), Stephan Petzl (Android development)
More info: Please contact me at or have a look at the project website (in German)


This Project (“Anne Eli”) was funded by aws

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See more projects: Service and UX Design Portfolio


Company info Nicole Neuberger MSc, MA, VAT: ATU68091147, ECG
© 2013 - 2018 Nicole Neuberger