SleepWellBaby: Redesigning Sleep for New Families| Growth For Purpose

“Working with the Growth For Purpose design team was one of the smoothest and most productive creative processes we’ve ever experienced. They truly understood the emotional journey of our users and translated it into thoughtful, high-performing UI/UX that elevated every stage of our onboarding and in-app experience.

From wireframes to final assets, their speed, attention to detail, and ability to balance brand, function and testing logic was exceptional. We tested a wide range of onboarding and paywall variants—animated, emotive, science-based, and social proof led—and the quality and polish across every asset was consistently top-tier. Feedback rounds were minimal, and every comment was actioned with care and speed.

It’s rare to find a team that can work this fast without compromising on strategic depth or execution quality. We’ve had huge wins in conversion and engagement, and the design work was a core part of that success.”

Background

SleepWellBaby is an app designed to help parents improve their baby’s sleep and overall well-being through age-specific tips, tracking tools, and expert advice. After seeing success in Australia, SWB aimed to expand into the US market. Their core challenge was scaling efficiently in a highly competitive environment, while reducing customer acquisition costs and driving strong app retention rates

Key Goals

Improve conversion and retention rates through user-centered design tailored to our target audience
Deliver a seamless and intuitive experience through key app screens (onboarding, welcome, payment and paywell)

Our Role

We redesigned SleepWellBaby’s core app screens—including onboarding, welcome, paywall, and payment flows—with a focus on clarity, emotional resonance, and conversion. Using a structured A/B testing approach, we validated design decisions through real user data and iterated to improve performance. All work was aligned with the existing brand and design system to ensure a consistent, trustworthy experience.

Data & Science (Variant A)

Variant A displays a design based on data and science for the paywall. Users who are prefer a more factual way of displaying data and information may be more inclined to proceed with paying for the app if they see this design.

Social Proofing Emotive (Variant B)

Social proofing is used in the design of Variant B and can also be an effective way to encourage users to proceed to paying. This design displays testimonials and from other parents and users of the app, thus creating trust with potential new users. It also taps into the emotions of people and this fosters connection.

Timeline of Sleep Improvement (Variant C)
This design shows the timeline of sleep improvement. This simplified design reduces the cognitive load. Compared to the other designs it is less text heavy and therefore may be easier to understand.