1. Journey to Becoming a Mom
Managing Health Experiencing & Sharing Nesting
First Trimester
st
1 realization, I’m pregnant! Telling mate
Interest: sharing with family / friends /
getting their support
st
1 Prenatal visit / Ultrasound Telling inner‐circle
Blood work / Genetic Testing
Interest: checking babies health
st
Buying Pregnancy 1 morning ‘sickness’
Reference Books
Interest: knowing what to expect
Dr. Internet Research Strong sense of smell
Interest: exploring / cross‐referencing
body changes
Making list of things to avoid Am I Still Pregnant?
Interest: protecting the health of her new
baby
Buying vitamins / Folic Acid
Vitamin A
Interest: optimizing the health of her new
baby
Second Trimester
Maternity clothes Sharing the News Cleaning / Organizing
Interest: looking good without spending a Interest: getting ready before the chaos,
lot of money Cleaning and making the space for baby
st st
1 Ultrasounds pictures 1 strange glance Moving / House
Interest: the babies health, making it Interest: finding a safe / comfortable place to
feel real, sharing with family make a home / family
st
Pre‐natal check‐up / glucose screen 1 new mom friends New Family car
Interest: the babies health Interest: a family‐friendly car / safely,
comfort
Buying Reference Sharing ultrasound pictures Baby Furniture
Books On Giving Birth Interest: making a special welcome space for
Interest: learning, preparing, making the baby
right choice
Getting too much annoying advice
Feeling first kick
Exploring baby names
Baby Registry
Third Trimester
Birth Plan Feeling uncomfortable / moving Painting Room
Interest: shaping her birth‐experience Interest: making the room feel fresh, clean
and special
Birth Classes Scale / Noticing Weight Gain First blankets / bedding
Interest: preparing for her birth Interest: creating a cozy, soft place for her
new baby
st
Reading new mom / diary blogs Belly Button Pops 1 car seat carrier
Interest: getting first‐hand views Interest: finding a easy to use, well‐made
carrier
Prenatal check‐up, Getting to Hospital
check fetal heart rate
Interest: checking babies health
Buying nursing bra / pump / breast Waiting at hospital
feeding vitamins
Interest: comfort / ease of use, making
the right choice

2. Birth
Holding baby for first time
Interest: intimacy / bonding
Pictures / Texting / calling
Sharing news
Interest: sharing their excitement, joy
Taking baby home from hospital
Milestones of Motherhood
Getting the Baby Taking Charge Emerging /
Hang of it Health & Sharing
Development
0‐4 months
Feeling alone First real scare / sickness Partners to parents Capturing / sharing
Interest: connecting with others / injury Interest: transitioning / pictures
getting support redefining their roles as
parents
First trouble breast feeding Recognizes your face Taking baby for a Sharing war stories /
Interest: tips / advice walk group
Interest: stepping out as Interest: venting, finding
a new mom / family humor, connecting with
others
First night baby won’t sleep First real smile Letting baby cry to
Interest: finding ways to soothe baby sleep
Hungry, no time to cook
Interest: finding quick, easy meal
options
First Buying reference books /
Baby care tips
Interest: wrapping her mind around
all the changes, knowing what to
expect
Balancing act
4‐6 months
Learning to communicate / Baby’s first solid food Going back to work Back to normal clothes
Baby talk
Interest: understanding, connecting
with her baby
Overwhelmed with schedule Baby’s first word Buying baby clothes New haircut / quicker
Interest: looking for ways to ease beauty routine
the grind, little ways to relax Interest: simplifying her life
Learning new gadgets Baby’s first wave Testing products / Learning to make fast
reviewing online meals
Interest: simplifying her life
Exercising Reading personal books /
trashy magazines
Interest: staying in touch with
herself / the world
Managing schedule /
multi‐tasking
Upgrading house / Watching movies
equipment / & T.V.
Baby‐Proofing Interest: finding

3. entertainment, escape
Trusting instincts First Play date
Dealing when you Sharing what she’s
don’t feel well learned / posting to blogs
Interest: helping others /
showing what she now knows
6 months‐1 year
Baby’s first step Girls night out
Interest: feeling sexy again,
forgetting the daily stresses
Baby’s first word Date night
Interest: feeling sexy again,
forgetting the daily stresses
Teething Casual gaming
Interest: entertainment,
escape, fun / social
competition
Immunization