Research-led, not assumption-led.
Every feature in Nurra traces back to a real conversation with a real mother. Here's the methodology and the numbers behind the mission.
The numbers that started everything
The scale of preventable maternal and infant mortality — and the gap between what mothers need and what they have access to.
Maternal deaths globally each year
Of these are preventable with timely care
In-depth interviews conducted
Core needs identified and validated
How we got here
A rigorous, four-step research process that took months before a single line of code was written.
Semi-structured interviews
Open-ended conversations with 40+ young Pakistani mothers across cities, income levels, and stages — from pregnancy through toddlerhood.
Thematic analysis
Every interview transcribed and coded. Patterns extracted through rigorous thematic analysis — no assumptions, only what the data showed.
Need validation
Three recurring needs emerged: trustworthy answers at any hour, health tracking that doesn't rely on memory, and connection with other mothers.
Feature mapping
Each validated need mapped directly to a feature. Nothing was built on assumption — every screen traces back to a real conversation.
Listening before building
Nurra didn't start with a feature list or a competitor analysis. It started by sitting with mothers — in their homes, in hospitals, over video calls — and asking open questions about their experience.
Every interview was transcribed and analyzed through thematic coding. The patterns that emerged weren't surprising — but the intensity and consistency of them were. The same three needs surfaced again and again, across cities, income levels, and stages of motherhood.
In their own words
Paraphrased patterns from dozens of conversations — the recurring themes that defined what Nurra became.
“I searched 'baby fever at night' and got 10 different answers. I just wanted someone to tell me if I should go to the hospital.”
On the need for trustworthy, immediate guidance
“I forgot her second vaccination because life happened. By the time I remembered, we were three weeks late.”
On why passive tracking fails new mothers
“My friends don't have kids yet. My mother lives far away. I just needed someone who understood what 3am with a newborn feels like.”
On the isolation of early motherhood
Nurra is coming to your pocket.
Join the waitlist and be first to know when Nurra launches on iOS and Android.
Get early access