iMumz
Leading mobile across a 100K+ mother pregnancy app, a fertility app built 0→production in 3 months, and the web platform behind them.
The brief, in a paragraph.
iMumz runs a maternal health platform: a flagship pregnancy app serving 100K+ mothers, a new fertility product, a consultation business, and the web surface that feeds all of it. I own mobile across that estate as SDE-2 — building the fertility app from concept to production in 3 months for 2,500+ couples, launching the doctor consultation platform, re-architecting imumz.com on Next.js, unifying subscription entitlements across four client applications, and leading a 4-engineer mobile team.
Every project has a story before it has a solution. Here's the part nobody writes on the case-study cover.
One pregnancy app, and a product surface growing faster than the mobile team.
The pregnancy app already carried 100K+ mothers, so nothing could regress. At the same time the business needed a fertility product for couples trying to conceive, a way to actually monetise doctor time, a web presence that could be found organically, and one coherent notion of what 'premium' meant across four separate client applications. All of that had to land through a small mobile team without the flagship losing stability.
- 01No fertility product for couples pre-pregnancy — a whole segment unserved
- 02Doctor consultations had no in-app booking or payment path
- 03imumz.com couldn't be rendered or indexed well enough to earn organic traffic
- 04Four client apps each reasoned about premium access on their own terms
- 05Runtime crashes and onboarding drop-off were unmeasured, so unfixable
Instrument what exists, then build what doesn't.
The order mattered. Crashlytics, analytics funnels, and A/B testing went into the existing pregnancy app first, so the team could tell a real regression from a rumour and could argue about onboarding with data. Only then did we take on new surfaces — the fertility app, the consultation platform, the web re-architecture — each of which shipped against that same telemetry baseline. Entitlements were unified last, once there were four apps to unify.
Fertility app as its own product, not a mode
Couples trying to conceive have a different data model and a different cadence than pregnancy. Forcing it into the flagship would have meant conditionals on every screen. Built it as a separate cross-platform app and shipped concept → production in 3 months: nutrition planning, medication tracking, doctor consultations, appointment booking, and yoga monitoring.
Crashlytics and analytics funnels before feature work
Instrumented every critical path — onboarding steps, payment hops, content loads. Combined with A/B testing and performance work, that drove onboarding completion up ~43% and cut runtime crashes ~67%. Neither number was reachable while the funnel was invisible.
Consultations as a first-class revenue surface
Doctor availability, booking, and payment built end-to-end rather than bolted onto content. Razorpay Pay Later was included because cost is the friction point at the decision moment, not the browsing moment.
Centralised entitlements over per-app subscription logic
Four client applications each deciding what a subscriber can see is four places to get it wrong. One entitlement system, with deep links carrying users across apps, so premium access resolves the same way on mobile and web.
SSR for the web surface, custom CMS for the people writing it
imumz.com moved to Next.js with SSR and SEO fundamentals so content could actually be indexed, and onto a custom CMS so publishing didn't require an engineer.
A mobile estate that ships new products without destabilising the old one.
Four client applications, one entitlement model, one telemetry baseline, and a team that reviews its own architecture. New products land as products, not as branches inside the flagship.
- 01Fertility app built concept → production in 3 months, serving 2,500+ couples
- 02Consultation platform live with 15+ doctors and 1,000+ appointments/month, including Razorpay Pay Later
- 03imumz.com re-architected on Next.js + SSR with a custom CMS — 38K+ monthly organic visits
- 04Unified subscription entitlements across four client applications via deep links
- 05Led 4 engineers through sprint planning, architecture reviews, and 250+ PR reviews
- 06Mentored 2 junior engineers to independent feature ownership
The numbers, after the dust settled.
Crashlytics instrumentation, analytics funnels, and A/B testing turned onboarding drop-off into something measurable — then fixable.
Instrumentation on every critical path plus targeted performance work, across the flagship pregnancy app's 100K+ mothers.
The consultation platform went from nothing to a revenue-generating service with 15+ doctors booking through it.
imumz.com after the Next.js + SSR + SEO re-architecture, with a custom CMS the content team runs without engineering.
What changed, measured.
| Metric | Before | After |
|---|---|---|
| Fertility product | 0 — no offering for couples trying to conceive | Shipped concept → production in 3 months, serving 2,500+ couples |
| Doctor consultations | 0 — no in-app booking or payment path | 15+ doctors and 1,000+ appointments/month, with Razorpay Pay Later |
| Subscription entitlements | Resolved independently inside each of 4 client applications | 1 centralised entitlement system, deep-linked across mobile and web |
What it's built with.
- Flutter
- Dart
- Android
- iOS
- BLoC
- Next.js
- SSR
- Custom CMS
- SEO
- Firebase
- REST APIs
- Razorpay
- Deep Links
- Crashlytics
- Analytics Funnels
- A/B Testing
“Yashraj consistently demonstrates full ownership of projects, ensuring timely delivery with precision and attention to detail.
This is the kind of Flutter and full-stack work I do day to day. The résumé has the rest.
Building a team that needs this?
I'm open to full-time engineering roles. Start with the résumé, then reach out — I reply within a day.