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proposait déjà un bel accompagnement autour du suivi de l’enfant : questionnaires, articles, conseils et suivi du parent. En revanche, la partie dédiée à la grossesse restait très limitée : elle se résumait principalement à l’affichage du nombre de semaines d’aménorrhée et à une illustration du fœtus évoluant au fil des mois.\n\nPourtant, la grossesse constitue le point de départ du parcours de nombreuses familles. Nous avons donc fait le choix de revoir entièrement cette expérience, avec une double ambition : mieux accompagner les futurs parents et créer une continuité naturelle entre la grossesse, la naissance et le suivi de l’enfant.\n\nL’idée était de ne plus considérer la grossesse comme une fonctionnalité isolée, mais comme la première étape du parcours Heloa. En découvrant l’application pendant leur grossesse, les futurs parents pouvaient progressivement se familiariser avec son fonctionnement et, après la naissance, poursuivre naturellement leur parcours avec le suivi de leur enfant et leur propre suivi en tant que parent.\n\nNous avons ainsi ré-imaginé l’ensemble du parcours grossesse autour d’un suivi plus riche et plus personnalisé. Chaque semaine, les futurs parents peuvent retrouver un résumé de ce qui se passe dans le corps de la maman et de l’évolution de leur bébé. L'objectif était de leur apporter des informations utiles au bon moment, tout au long de la grossesse, plutôt que de simplement afficher l'avancement en semaines.\n\nUne fois le bébé né, le parent peut renseigner sa naissance dans l’application et basculer naturellement vers le suivi de l’enfant.\n\nPar la suite, l’équipe a également enrichi ce parcours avec des questionnaires mensuels permettant de vérifier que tout va bien et d’accompagner les parents dans les différentes étapes de la grossesse : examens, échographies, démarches administratives, etc.\nLa grossesse devient ainsi le premier chapitre d’un parcours qui se poursuit après la naissance, du suivi de l’enfant à celui du 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Mais avec l’ambition de développer l’app à l’international, ce nom n’était plus adapté.\n\nNous avions besoin d’une nouvelle identité capable de voyager : un nom facilement prononçable et mémorisable, qui fonctionne dans différentes langues, tout en évitant les connotations qui pourraient être problématiques selon les pays.\n\nL’enjeu était également de trouver un nom suffisamment universel pour accompagner notre mission : être aux côtés des familles dans les différents défis liés à la parentalité, où qu’elles se trouvent.\n\nNous avons commencé par un atelier de branding réunissant les fondateurs Madhu Desbois et Florian Le Goff (Fondateurs), ainsi que Gautier Zimmermann (Head of Design) afin de définir les ambitions de la marque et les critères auxquels le futur nom devait répondre.\n\nJ’ai ensuite poursuivi la recherche de mon côté, en explorant différentes pistes et en soumettant régulièrement mes propositions à l’équipe, toujours accompagnées de mes intentions et argumentations.\n\nAprès plusieurs recherches, propositions et discussions, nous nous sommes finalement arrêtés sur Heloa. Ce nom qui évoque à la fois la chaleur d’un « hello » et la protection d’un « halo » de lumière : une combinaison qui nous semblait à la fois accueillante, rassurante et suffisamment universelle pour porter la marque à l’international.\n\nEn outre, le changement de nom représentait un autre enjeu important : comment faire évoluer la marque sans déstabiliser les utilisateurs qui connaissaient déjà Malo ? \n\nNous avons donc choisi de conserver les principaux codes visuels de l’identité existante et de faire évoluer uniquement le logo (ou plutôt de l’adapter à la direction artistique déjà adoptée). 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