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App Store, download the app: https://itunes.apple.com/us/app/eat-sleep-poop-app/id1058610570?mt=8

Eat Sleep Poop App is a logging app for parents of a newborn. Features include sharing profiles, quick 1-tap selections and a daily summary.

This is a side project for which I am the Product Manager and CEO. We have close to 4,000 users and are constantly growing with each new release.

Iterations of the Home screen, from low fidelity to high, using Balsamiq and Sketch.



  • Moms and dads - some had used my competitor’s logging apps, some had not
  • Pediatricians - helped define the UI, such as camera uploads for Poop
  • Competitive analysis of other logging and baby health apps - which encouraged me to avoid scrapbooking and journaling
Persona - Mom - Betty

An early persona, based on user research I conducted via Skype.


  • Wireframed the project and tested those wires on users
  • Task based scenarios to identify user's differing needs and use cases
  • Prototyped the login flow of the app in Xcode and Principle
sleep - timer - logs

An animated GIF reflecting the interaction design of a new sleep logging flow. (Prototyped in Principal)


  • Defined user flows, specs and hi-fidelity mockups for the engineers (using Sketch and PDF)
  • Conducted user and usability testing on a small sample of real users
  • Presented the app at some User Experience Meetups and to my UX colleagues from General Assembly. The feedback, brainstorming and critiquing was vital to the product's evolution.


One of the biggest problems I faced was related to my key value proposition - an atypical design pattern that allowed for a user to accomplish nearly all their logging from the home screen of the app.

The problem is still not 100% resolved - the team has some new efforts brewing, including a concise tutorial screen that will overlay the Home screen during onboarding.

A big aha! I had to learn the hard way is the importance of user testing prototypes. Once I began implementing more testing, development costs dropped drastically.


I implemented several changes that have skyrocketed my user retention rates while addressing the problems listed above:

  1. I made the buttons look more like buttons by simply adding a slight dropshadow to them
  2. I added the label “more” to the more icon
  3. I improved my onboarding screens so users could get up to speed quickly on this atypical design pattern

Our most recent iteration on the Home screen, as reflected by an App Store product screen. I assisted with the graphic design. (built in Sketch)



After launching this app, my wife and I were fortunate enough to bring our gorgeous son Nico into this world. So, we became users of the app. This was extremely helpful for me as I was able to watch and communicate with my primary user type - a smart, professional mommy that takes a scientific approach to nurturing her child. I would quiz her occasionally, determining what changes I could make to add value to her user experience. Every product update since the birth of our son has been based on my wife’s needs - and to some extent my own too.