Baby Center asked WillowTree to create the My Pregnancy Today and My Baby Today apps for iOS and Android

The Challenge

Reaching more than 40 million new and expecting parents with their award-winning digital content each month, BabyCenter is the number one parenting and pregnancy destination online. To continue meeting demands of an increasingly on-the-go audience, they needed to bring their popular pregnancy and baby-tracking website to mobile.



Working with a development partner that could act as an extension of their own team was essential. BabyCenter asked WillowTree to help them bring their mobile solutions to life.

Project Goals

  • Seamless Integration

    Ensure deep, seamless integration with BabyCenter's internal database of parenting resources
  • Content Discovery

    Make it easy for users to find and access content like videos, photos, and parenting articles in the app
  • Personalization

    Personalize users' mobile experience by tying in personal information like due date, wish lists, and more into the apps
  • Cross-Platform Functionality

    Ensure flawless mobile performance and functionality across iPhone, iPad, and Android devices


The Solution

Working with WillowTree, BabyCenter launched two outstanding mobile solutions for new and expecting parents, My Pregnancy Today and My Baby Today.

The My Pregnancy Today and My Baby Today apps for iPhone and iPod Touch deeply integrate with BabyCenter’s internal database, delivering day-by-day pregnancy information, helpful videos, fetal images, checklists, nutritional guides, parenting articles, and more to users. As a result of their apps’ tremendously successful launch, BabyCenter retained WillowTree to develop iPad and Android versions of their apps as well. When My Pregnancy Today for Android went live it took the space by storm, becoming one of the most-quickly downloaded apps in the Google Play store at the time.

Today, BabyCenter’s apps see over 6 million monthly active users and 8 million monthly downloads. Beyond highly successful user-retention rates, the BabyCenter apps have gone on to receive numerous consumer-healthcare awards, and are now available to users all over the world.