Case Study
Parentbirth & Parentbirth AI
AI-enhanced doula coaching platform and intelligent CRM for new and expecting parents.
> 10,000
Clients
>70% faster
Reply Speed
D2C Pivot
Model
Interactive Paywall
Demo
Overview
Parentbirth began as a web-based CRM connecting Certified Doulas and RNs with parents through pregnancy and postpartum. With no partner funding, we evolved the MVP into a scalable, consumer-ready, AI-augmented platform—shipping a React Native mobile app, a real-time Vite web app with async generators for streaming responses, and a Next.js landing site featuring a playable AI demo before a contextual paywall.
Challenges
No Partner Funding
Required efficient, reusable systems and a D2C motion.
Legacy CRM Tech Debt
Inconsistent and framagmented UX, weak data integrity, and no mobile.
Ethical AI Training
Use >10k+ client convos with anonymization and safe prompts.
Multi-Platform Delivery
Mobile app, real-time web, and marketing site.
Performance & UX
Needed streamed AI responses and low-latency UI.
Secure & Safe AI
Routing & data handling (HIPAA-Aware)
Solutions
AI, Mobile & Web
AI-Assisted Coaching
- Rebuilt the web interface from scratch with Vite and React 19, using async generators to stream AI responses in real time.
- Created a unified dashboard that merged CRM data, chat logs, and client progress for quick context retrieval.
- Implemented React Query for caching and data synchronization between multiple clients (web + mobile).
- Connected directly to the same AI inference endpoints used by the backend RAG system (OpenAI + LangChain + Pinecone).
CRM-Evolution
- Migrated the existing Parentbirth CRM to a modular Node/Express + PostgreSQL backend.
- Introduced socket-based presence and message typing indicators, similar to Slack.
- Added automated tagging, client qualification, and scheduling pipelines.
- Implemented multi-tenant support, enabling separate doula organizations or practices to run under one platform.
Marketing & Sales Platform
AI Marketing Website
- Designed and built the Parentbirth AI landing site using Next.js 14 + Tailwind.
- Initially implemented motion-first layouts with Framer Motion, then rebuilt using Tailwind animations for lighter bundle size.
- Embedded a public AI Demo powered by async generators and Next.js Server Components, letting users chat with the AI before hitting a dynamic paywall — converting curiosity into leads and subscriptions.
Security & Infrastructure
- Used AWS S3 + CloudFront for storage and asset delivery.
- Implemented role-based access, encrypted data pipelines, and secure AI API routing to prevent misuse or exposure of sensitive data.
- Ensured all conversational data used for AI training was anonymized and compliant with data-handling regulations.
Platform Pivot
- Established a feedback-driven AI training loop combining human empathy with machine context.
- Transitioned the platform from a struggling MVP to a production-ready, cross-platform AI product.
- Delivered a modernized tech stack (React 19 + Vite + Next.js 14 + React Native) that future-proofed Robyn’s digital ecosystem.
- The resulting Parentbirth AI demo and mobile app now serve as a flagship product pitch for potential healthcare partners.
Results & Impact
> 10,000
Families Supported
> 70%
Faster Doula Response Time
D2C
Pivot & Demo Funnel
Modernized
Mobile + Web + Landing
Product Gallery
Before and After
- Prototype CRM with manual replies and no mobile.
- Static demo; limited analytics; slow flows.
- AI-assisted drafting on web and mobile.
- Interactive AI demo + D2C paywall funnel; faster, modern UI.
