about this project

As the Product Owner for The Wonder Weeks (Oei, ik groei), an internationally acclaimed parenting app with millions of users worldwide and over €300K in monthly revenue, I assisted the strategic enhancement of its features and supported the development of a new app, Back To You. My role centered on driving growth through data-driven feature development, UX optimization, and app monetization, while managing cross-functional teams to deliver innovative solutions that empowered parents globally.

My Responsibilities


  • Product Strategy & Enhancement: Guided the evolution of The Wonder Weeks app by refining in-app purchases (e.g., improving faulty baby monitor, different pricing strategy).
  • Back To You App Development: Assisted the creation of the Back To You app, overseeing content strategy, international translations, and go-to-market planning to ensure a successful launch.
  • Team Management: Directed a combined team of an internal and external team of 11 (developers, designers, marketing, design and social media), ensuring alignment with project goals and timelines. Additionally, successfully transitioned copyright infringement management and support desk operations in-house, enhancing efficiency and control.
  • Data-Driven Decision Making: Leveraged user analytics and Google Data Studio to drive conversion optimization and monetization strategies.
  • Feature Implementation: Oversaw the integration of new features implemented by the external development team of The Mobile Company in Amsterdam.
  • UX Refinement: Coordinated iterative UX improvements based on user feedback, enhancing app usability and engagement through A/B testing and design iterations.
  • Project Management: Applied Agile methodologies.


Technologies & Tools Used


  • Project Management: Utilized Jira for task coordination, Slack for internal and external team communication, and Social Sprout for marketing automation.
  • Development: Conducted comprehensive security assessments and penetration testing for the baby monitor feature, ensuring robust protection and reliability after a security breach in the past.
  • Analytics & Optimization: Implemented analytics tools for user behavior tracking and conversion optimization, ensuring data-driven feature enhancements.
  • Documentation: Created a streamlined documentation structure in Microsoft SharePoint and Google Drive, ensuring all texts, collaborative documents, and app-related videos were easily accessible, with robust version control and seamless team collaboration.



Key Achievements


  • Enhanced The Wonder Weeks app, increasing user engagement and positive feedback (especially of the baby monitor) 11% and 60%.
  • Successfully launched the Back To You app, achieving initial adoption in 3 international markets within 3 months through effective content and go-to-market strategies.
  • Improved document and data efficiency.
  • By efficiently bringing support and copyright infringement management in-house, including partnerships with software vendors, I significantly enhanced operational value for the company.



Impact


My leadership as Product Owner for The Wonder Weeks solidified its position as a leading parenting app by introducing innovative features and monetization streams. The successful development and launch of the Back To You app expanded the brand’s offerings, supporting parents with new tools for personal growth. My data-driven approach, rooted in my technical education, and effective management of diverse teams delivered scalable, user-focused solutions that drove measurable growth and global impact.



For more details, visit www.thewonderweeks.com.