App Showcase
App info
- App name: May – Baby, parents
- Onboarding steps: 54
- Paywall type: Free Trial - Soft Paywall
- Monthly installs: 20,000
- Monthly revenue: $200,000
- App category: education
What it does
May is an all-in-one digital companion for expecting and new parents. It combines comprehensive tracking tools for feeding, sleep, and health with a massive library of expert-reviewed content and an AI-powered medical assistant to provide peace of mind 24/7.
Where it shines
The app shines in its ability to centralize a fragmented parenting experience. At 06:17, the dashboard seamlessly aggregates a child's latest meal, sleep schedule, and upcoming appointments. The inclusion of an AI assistant (05:38) trained by medical professionals allows parents to get immediate, nuanced answers to specific situational questions without frantically searching the web.
UX highlights
- Trust-building paywall flow: At 04:14, a visual timeline clearly explains the free trial mechanics, followed by a unique interactive toggle on the paywall itself (04:21) that lets users explicitly opt-in to the trial.
- Interactive loaders: During onboarding (03:15), the app asks additional preference questions while "building" the profile, turning a boring loading screen into an engagement moment.
- Granular tracking UI: The meal tracking interface (06:22) for breastfeeding includes built-in timers for both breasts, allowing for precise, one-handed operation.
- Holistic content filtering: The "Can I?" section (09:51) provides a highly scannable, visually tagged list of activities and foods, making it easy to quickly check safety guidelines.
Monetization & growth
The app employs a soft paywall strategy with a 7-day free trial. The paywall (04:21) relies on a single yearly subscription tier presented with a significant "seasonal discount". The standout element is the transparent framing of the trial, utilizing a visual guide prior to the offer and an interactive toggle on the checkout screen to ensure users feel in control of the subscription process.
Who it’s for
May is designed for expectant parents and parents of young children (up to age 2) who feel overwhelmed by conflicting online advice. It targets those seeking a reliable, medically backed source of information combined with robust daily tracking tools.
Notes & opportunities
While the tracking tools are robust, the sheer volume of options on the "All Tools" menu (12:22) could be overwhelming. Implementing a favorites or quick-access widget on the main dashboard for the user's top 3 most used tools might reduce navigation friction for daily tasks.