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MILC: A Bilingual Breastfeeding Support App for Hispanic Mothers
Overview : Benten Technologies a healthcare startup identified a powerful opportunity to empower Hispanic mothers in their breastfeeding journey after recognizing a significant gap in breastfeeding rates within this community. As the Lead UI/UX Designer, I led the charge in creating a community-driven app designed specifically to meet their unique needs and provide the support they truly deserve.
My Role : Led end-to-end product design, research, and handoff.
Collaboration: Worked with community organizations, Partnered with WIC, local clinics, and lactation networks, and developers to ensure moms had access to real-world support & resources.
Time Frame : July 2021 - March 2022
Screens from the MILC app
Did you know?
When compared to all other ethnic groups, Hispanic mothers are most likely to supplement breastmilk with formula within the first two days of a newborns life
Challenge:
Hispanic mothers in low-income communities face major breastfeeding barriers such as-
✔️ Cultural stigmas & family pressure discouraging breastfeeding
✔️ Misinformation & myths about breastfeeding’s impact on health
✔️ Lack of culturally relevant resources in Spanish
“Hispanic mothers are 20% less likely to receive lactation support due to language and cultural barriers.”
How might we create a digital solution that breaks these barriers, educates mothers, and increases breastfeeding rates?
My Hypothesis: Right Information = More confidence in breastfeeding
When I started off with the project , I assumed if I provided the right information about breastfeeding, Hispanic mothers would feel more confident and breastfeed longer.
For this project, we partnered with Temple Health and RTI International, conducting research with over 15 Hispanic mothers and surveys involving lactation consultants and community workers.
Eye-Opening Insight: Mothers trusted other moms over medical advice!
I learned very quickly that I was focusing on the wrong problem
The reality was Information Wasn’t Enough— They Needed Emotional & Social Support. Moms already had access to medical advice but didn’t feel comfortable following it.
✅ What they truly needed was validation, encouragement, and real stories from moms like them.
Revised problem statement:
How can we create a platform that offers emotional support, validation, and real stories from moms in similar communities to help them feel more confident in their breastfeeding journey?
Solution: A Bilingual, Community-Driven Support System
To support Hispanic mothers, we created a fully bilingual community where they can effortlessly switch languages, connect with other moms for advice and encouragement, chat with experts who speak their language, and access local resources—all designed to make their breastfeeding journey easier and more empowering.
Key features include:
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Bilingual Experience - Seamless English ↔ Spanish toggle for accessibility.
Peer Support Groups → Moms helping moms in discussion forums
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Expert Consultation → Live chat with lactation consultants who speak your language, offering personalized guidance and support.
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Localized Support – Quick access to nearby breastfeeding-friendly locations, WIC programs, support groups and hotline numbers.
What sets MILC appart?
More than just medical advice—MILC built a bilingual, mom-powered community where moms connect, learn, and get real support!
After designing the app, I faced another critical challenge:
During user testing and feedback, I identified a critical issue: mothers were using the app to get support and help that they need but had no reason to return once their immediate needs were addressed.
❌ Users expressed that the lack of ongoing engagement left them disengaged, leading to low retention and user drop-off after the first session.
The Iteration
✅ To drive long-term engagement, I implemented gamification elements such as badges and a rewards system. This transformation turned the app into a more interactive experience, encouraging users to return regularly and feel rewarded for their ongoing journey. I introduced badges for every interaction with another mother, promoting community connection and incentivizing continued use. As users accumulated badges, they were able to redeem them for real-world rewards like diapers and other baby essentials. This approach not only motivated mothers to stay engaged but also offered tangible benefits, reinforcing the app’s value in their daily lives.
The Impact
40% Increase in Breastfeeding Confidence - Moms felt more supported and informed, leading to greater success with breastfeeding.
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25% Higher Retention Due to Peer Engagement and Rewards system- Moms stayed engaged longer with the app, thanks to the strong sense of community and support.
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10+ Partnerships with Local Organizations - Collaborating with WIC and local clinics expanded the app’s real-world impact.
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Secured 2nd Round of Funding to Scale and Improve - The app's success in improving breastfeeding confidence and engagement led to additional investment, ensuring continued growth and impact.
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Key Takeaways:
Community drives engagement: Emotional support kept users coming back.
Cultural relevance: Bilingual features boosted accessibility and retention.
Iterative design: Testing and refining delivered a seamless experience.
Retention is more than content: Engaging users emotionally is the key.
User feedback is gold: Continuous iteration shaped a design that truly served mothers.
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