Case Study BeMomStar

elisa garrido, marco gomez montejano

BeMomStar has been a path full of challenges and learning. When the co-founders shared their idea with us, we were super excited: a digital space dedicated to helping women in their work as mothers, through courses related to motherhood and childhood, taught by professionals and offered in a practical and simple format. Although the project was a new paradigm, we respected our usual process: we started with the definition and concept of the brand, then developed the design and created the layout. In the meantime, we designed the data strategy that BeMomStar should follow.

To develop BeMomStar we relied on different tools throughout the process: Podia for the courses, Webflow for the layout, Arengu and Airtable for the creation of gift vouchers and Stripe for the transaction movements. We also use Google Analytics as well as Hotjar and GTM for measurement.

What is it?

BeMomStar is a digital space dedicated to helping women in their work as mothers, through courses related to motherhood and childhood, taught by professionals and offered in a practical and simple format.

What does it do?

To allow pregnant women and mothers to learn how to be a mother during maternity and infancy from the best professionals through a digital platform.

What was your main problem?

BeMomStar was an idea in the mind of its creator. It needed to be molded and defined and then built in a digital space. In other words: BeMomStar needed to come to life.

Our Process

The process we followed for the creation of BeMomStar was similar to our usual process: first, we conducted market research, as well as research in the physiological sector. Once the research was done, we defined the site architecture and produced high quality wireframes that we discussed with the client. While working on the definition we also developed a Measurement Plan in which we listed the business objectives and created a roadmap. After finishing the definition and the Measurement Plan, we worked on the design based on the wireframes that were previously approved by the client. Once the design was also approved, we went on to make the project a reality, to create their digital space. At the same time we were building the project, we developed the data strategy that could be the skeleton of BeMomStar, we also created a visualization panel so that the client could follow the evolution of BeMomStar.

Below we explain the process we have followed:


We have made a brief research on the maternity, body care, aesthetics, etc. sector. In this research we found many references from different websites such as Damdam, Vogue kids, Loveseen or Julie Blaive.

Establishing our objectives

Once we finished our research, we designed a measurement plan in which we established the main objectives of the business. Thus, we created a strategy that will accompany us throughout the design process:

Main Objective

Validate the business idea

Digital asset objectives

  • Attraction
  • Reach 20,000 visits during one month
  • Conversion
  • Reach at least 50 sales in a month
  • Achieve a conversion rate of 0.25% in one month.

Once we were clear on the objectives, we focused on working on the creation of the web design.


With the ideas gathered from both the research we conducted and the ideas that the creators of BeMomStar shared with us, we began the design process.

We used Figma, which is a good tool for collaboration between departments. There we created a style guide with different aspects:

  • First, we analyzed different colors that we believe fit with the feeling of BeMomStar, having a predominance of neutral colors to give relevance to the content. At the same time organic colors that connect with the concept, we want to convey.
  • Secondly, we continued with the typography. Choosing Cirka and Montoya for the design that we would make later, being typographies that would give identity and strength. We also wanted them to be neutral, versatile, legible and geometric.
  • For our UX proposal, we developed an architecture based on simplicity, also accompanying the elegance of the brand. We wanted users to navigate easily through the web while the images and videos of the site speak for themselves, so we decided to give importance to the graphic resources of the web. As well as the logo, since it would be the brand identity.
  • As for the UI of the website, we proposed a minimal design that resembled the elegance of BeMomStar. We wanted the images and photos to be the protagonists of the design.


Once we had the web design ready, we started to build it. Having clear that the main objectives was to help women in their work as mothers, through courses related to motherhood and childhood, which BeMomStar offers.

In order to achieve this goal, we integrated with Podia, an LMS (Learning Management System) platform SAAS (Software as Service) model oriented to the sale of courses over the Internet. With it we were able to create all the courses offered within BeMomStar. At the same time, we also integrated a tool in the form of a questionnaire, Typeform, with which the mothers who took the course, once they finished it, could give their feedback and evaluation about the course they had taken.

In addition to this, our client also asked us to create a system to generate unique coupons for each client, so that they could buy a course and give it as a gift to their closest friends or family. To do this we relied on three tools, first we used Arengu, a tool for the generation of forms, with it we created the payment gateway, which was connected to the second tool, Stripe, which allowed us to make purchases of BeMomStar courses. And finally, once the purchase was made, the customer was redirected to an Airtable, the third and last tool we used, in which the customer must include their data, generating a gift card with a photo and a completely unique code, ready to give away and be used.

Data Assets

We create a customized dashboard with three different pages to make it easier for the client to study their data:

  1. Traffic
  2. Contents
  3. Events

On the "Traffic" page we included everything about the users that came to Bemomstar: the objective of this page was to know everything about them; how many of them there were, how many times they visited us, how much time they spent with us, how many pages they viewed each time they entered, how many times they left without interacting, where they were from, how many visited us repeatedly, where they came from, what their interests were and which pages they were most interested in. In short: everything we could learn about them.

On the "Contents" page, we included everything related to the interest and use of the contents of the site by users. The average time they spend on each page, which pages they visit and are most interested in, which pages they scroll the most and which ones they scroll the least, which pages they abandon the most, what is their bounce rate.

In the "Events" page we include everything related to the interactions that users have with the page: if they buy courses, if they click on the buy button, in which courses, if they log in, when and how often. From which source do the most course purchasers come, from which source do the most logins come. On which buttons or parts of the page do users click the most, which texts of these attract them the most...

With these three pages we make it easier for the customer to understand your users and their interest in your website.

The result

With the final design successfully launched, we only have to wait to see if our objectives expectations were met and that's exactly what happened!

We enjoying collaborating with such an amazing client that is already revolutionizing maternity. We learnt many things in our process to the final deliverable and were really happy to made a project that was adjusted to the requirements of the client!

We strongly recommend you to visit their site and check their course on

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