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Designed a LINE LIFF app to help expectant mothers in Japan better understand RSV and make informed decisions about the Abrysvo vaccine.
Jan 2026~present
UX/UI Designer
ファイザー株式会社
(Pfizer Japan)
Figma
Powerpoint
AI Research Tools
Respiratory syncytial virus (RSV) can cause serious illness in newborns, with nearly 50% of first-year hospitalizations occurring in the first 3 months. Abrysvo, developed by Pfizer, is a maternal vaccine that helps protect infants when given during pregnancy. However uptake remains low, not due to lack of information, but because many expectant parents are unaware the vaccine exists or that RSV prevention is possible. Therefore the challenge is to increase awareness of Abrysvo and drive vaccination among pregnant women.
Target pregnant women early in their pregnancy journey by leveraging LINEa platform they already use, through a LINE LIFF app that combines vaccine tracking with accessible, stage-based educational content, increasing awareness of RSV prevention and the availability of Abrysvo.
To understand the pregnancy journey in Japan, I examined the administrative process following pregnancy confirmation. Once pregnancy is confirmed by a doctor, expectant mothers submit a pregnancy notification (妊娠届 / ninshin todoke) to their local city or ward office, after which they receive the Maternal and Child Health Handbook (母子健康手帳 / boshi kenko techo), which serves as a key record for prenatal care.
Over 99% of pregnant women in Japan are estimated to complete this registration process before delivery, meaning nearly all expectant mothers receive this handbook. However, despite its near-universal reach, there is currently no widely adopted digital counterpart that extends its role into ongoing engagement or health education.
In addition, we learned that pregnant women prepare for their pregnancies mostly through the following channels:
LINE (ads, official accounts)
Pregnancy Apps
SNS (Instagram, X)
Comparison Sites & Youtube
City provided-booklets, pregnancy booklet, regular checkups
Pregnancy notification (妊娠届 / ninshin todoke)
Child Health Handbook (母子健康手帳 / boshi kenko techo)
Next, I explored Pfizer’s main website and the Abrysvo product page to assess existing activations, the type of content already available, and how our future solution could integrate within their current ecosystem.
I identified that existing communications already span multiple touchpoints, including digital signage in clinics, slide-based educational content, posters and pamphlets, as well as a dedicated landing page. Therefore, the opportunity lies in extending these efforts into a more continuous, personalised digital experience rather than adding another static channel.
The Pfizer and Abrysvo LP already contained a wealth of educational resources.
Given a one-week turnaround, I used company AI tools to develop a provisional persona to guide early design decisions. In parallel, I reviewed some of the most widely downloaded pregnancy tracking apps and conducted a competitive analysis to understand existing features, positioning, and gaps in the market.
Provisional Persona
FigJam board of competitive analysis
Given that over 99% of expectant mothers in Japan register their pregnancy, the Maternal and Child Health Handbook serves as a key early touchpoint, particularly its widely used “Record of Checkups” section throughout pregnancy.
While the physical handbook cannot be modified, this creates an opportunity to extend its value through supplementary touchpoints. I decided to explore the idea of a digital checkup-record tool built as a LINE LIFF app (a web-based application that runs inside the LINE interface), allowing pregnant women to track immunisations and tests in a personalised way within their trusted LINE environment, accessed via a QR code insert alongside the handbook.
By leveraging and augmenting this trusted material, we can subtly introduce the existence of Abrysvo in a non-intrusive way, increasing awareness without disrupting established healthcare processes.
Given the specific constraints of LINE LIFF apps, I also reviewed several references to understand common design patterns and development guidelines.
Record of Checkups page in the physical Handbook
Examples of LIFF apps
First, I created low-fidelity wireframes to map out the necessary screens and features. Once the structure was confirmed, I applied branding, including colour and imagery, to develop the higher-fidelity designs. I also gave the app a temporary name, "Mamacheck".
Low-fi Wireframes
Mid-fi Wireframes
To map key user journeys, I created two primary flows:
First-Time Users
Users opening the app for the first time register their details to enable a personalized experience.Vaccine Record Management
Users record and manage their vaccination and appointment details.Micro-content: Content in LINE that links directly to the landing page, while an automated reminder flow delivers personalised LINE messages directly into our user’s phones, so women don’t miss important immunisations/checkups.
To help illustrate how the product, Mamacheck fits in the entire existing landscape, the UX manager and I created this map.
This is an ongoing project, developed in roughly one-week sprints. Currently, internal stakeholders have shown strong interest in leveraging a LINE LIFF app.
Next steps include internal presentations, iterative revisions, and continued refinement.
© 2026 Crystal Ma. All rights reserved.