NomNom 2.0.
Overview
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Product Name: NomNom
Company: Personal Project
Industry: Health Tech / FemTech / Parenting & Childcare Apps
Release Date: 2024
Platform(s): Web
Target Audience: New moms in the postpartum period, breastfeeding mothers, partners, caregivers
Pricing Model: Freemium (Start Free, Add Value Later)
Competitors: Baby Tracker by Amila, Huckleberry, The Wonder Weeks, Glow Baby, Facebook Mom Groups, Cubtale
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Description:
NomNom is a mobile-responsive breastfeeding tracker designed with empathy for postpartum moms. It goes beyond just tracking feeding sessions, it’s a support system for the lonely, late-night moments of new motherhood.
With a real-time visual timer, session history, side tracking, and daily nursing summaries, moms can stay informed. But NomNom V2 introduces something deeper: a built-in AI Chatbot to provide gentle answers to common questions and offer comfort during the hardest hours.
Moms can log sessions, get advice, and feel less alone; all in one soft, supportive place. NomNom is more than an app, it’s a nightlight in the dark.
Core User Problem
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Current problem statement:
Postpartum moms often feel isolated, uncertain, and overwhelmed; especially during late-night feedings.
While tracking tools are helpful, emotional and informational support is equally critical. They look for answers on their phones but don’t know where to start or what sources to trust. They crave real-time answers and comforting support.
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Opportunity:
Moms are already on their phones during feedings. They need a gentle, trustworthy digital companion to provide both reassurance and practical help, without judgment or complexity.
Research
Competitive Analysis
The Emotional Gap in Breastfeeding Apps
“I thought I was prepared. But nothing readied me for how lonely 3AM would feel.”
"I just needed someone to say 'Yes, this is hard; and you're doing it.'"
76% of moms reach for their phones during nighttime feeds, but most apps ignore the loneliness and panic hiding behind those screen-lit faces.
There’s a very specific kind of panic that sets in when you’re awake at 3AM, exhausted, holding a crying baby, and feeling completely alone.
Day 3 isn’t just about milk coming in, it’s the moment new moms are hit by a tsunami of hormones and self-doubt. This is compounded by a flood of new experiences from newborn care that add onto that self doubt.
At the intersection of exhaustion, data, and raw emotion, that’s where NomNom 2 .0 lives.
Existing tools address one circle at a time. We serve all three.
When support isn’t built into the app, here’s what happens.
The middle-of-the-night ‘Why won’t they sleep?’ spiral; where 5 minutes of scrolling leaves moms more anxious than before.What she really needs is a gentle answer in one tap, not a late-night rabbit hole.
From the research there is a need to address not only the practical need to track feeding, but also the emotional needs of nursing mothers. It should be specifically designed for night-time use and must balance teck and human warmth.
Build 1.0 (What I Did in the Past)
User Dashboard
Session Tracking
Session History
After version 1.0 was released for testing with breastfeeding mothers, they gave some feedback.
Desired Features from V1.0
"Can it be a bit more personalized?"
"Along with session history, can we have feeding insights"
"Can I create an account?"
"I'd like to specify which side my baby is nursing from"
"Please can I have a helpline to call when it gets overwhelming"
"Can I have a daily summary of how long baby is nursing?"
"It would be great to have a manual session input for times I didn't get to use the app"
"Help! I need support late nights when it's the hardest"
Brainstorm of Ideas for V2.0
🌸 Idea A: AI Mom Assistant
Use an embedded AI (e.g., GPT-4 API or Gemini) trained on postpartum topics to answer questions in real-time, like “Is it normal for my baby to…?”
🌼 Idea C: Soothing Mode / Gentle Companion
A late-night mode with calming colors, gentle music, quotes from other moms, soft light UI, and affirmations that normalize the struggle.
🌿 Idea B: Searchable Q&A Resource Hub
Curated FAQs, trusted articles, and crowd-sourced answers to common breastfeeding/newborn questions—so they don’t have to Google
🌱 Idea D: Midnight Support Feed
A community message board or forum accessible in the app, specifically designed for night-time conversations. Moms can ask questions, vent, or just read others’ experiences.
Proposed Solution NomNom 2.0 - AI Mom Assistant
Goal:
To transform NomNom from a pure breastfeeding tracker into a 24/7 emotional and informational support tool for postpartum moms, especially during those lonely, uncertain 3AM feeding sessions.
Core Enhancements:
• AI Chatbot: Offers gentle, real-time answers to common breastfeeding and newborn care questions.
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• Night Mode UI: Soothing, soft design for low-light use.
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• Emotional Support Touchpoints: Affirmations, validating messages, and friendly tone throughout.
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• Quick Ask Buttons: Tap-to-ask common questions moms often Google in a panic.
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• Resource Links: Trusted articles for deeper reading, directly from chatbot replies.
MoSCoW Prioritization
High-Level Requirements
1. AI-powered chatbot with curated prompts and gentle tone
2. Mobile-responsive design for both web and Android users
3. Dark/night mode UI with soft visuals
4. Session tracking with left/right side, timer, and manual entry
5. Daily and historical summaries of nursing time
6. User authentication and onboarding
7. Emotionally empathetic copy and micro-interactions
8. Resource integration (La Leche League, Mayo Clinic, etc.)
9. Quick Ask buttons for preloaded FAQs
10. Scalable frontend architecture for future features
User Flows (Focusing on User-Only Experience)
Wireframes & Design
Onboarding, Dashboard, Tracking, and Resources Screens
Roadmap to Success
Prototype
Onboarding
"Can it be a bit more personalized?"
"Can I create an account?"
"I'd like to specify which side my baby is nursing from"
Can I have a daily summary of how long baby is nursing?
"Along with session history, can we have feeding insights"
Log Feeding Session
Mia the Chatbot
Mia the chatbot provides gentle answers and emotional support alongside session tracking. The chatbot will offer night-mode comfort, helpful affirmations, and real-time reassurance.
Dashboard
Resources Page
"It would be great to have a manual session input for times I didn't get to use the app"
"Help! I need support late nights when it's the hardest"
"Please can I have a helpline to call when it gets overwhelming"
"Please can I have a helpline to call when it gets overwhelming"
Success Metrics
Conclusion & Takeaway
NomNom 2.0 isn’t just a breastfeeding tracker, it’s a lifeline in the middle of the night. It understands that feeding a newborn isn’t just a physical act, it’s an emotional rollercoaster, often ridden in silence and darkness.
By combining practical tracking tools with emotional intelligence, gentle design, and a compassionate AI chatbot, we’re making sure that every mom who opens NomNom feels seen, supported, and softly reminded:
“You’re doing great, mama. You’re not alone.”