UK parenting site Netmums has launched a major mobile-first UX redesign.

The redesign is intended to highlight Netmums’ four key pillars of content – chat, local, reviews and parenting – through the kind of visually-led scrolling feed thats familiar to any mobile social network user. Theres also a new editorial content management system, which enables Netmums to harness platforms like Facebook Instant Articles, and new advertising formats which promise to offer clients higher levels of engagement and viewability.

The revamp is intended to reach the 74 per cent of mums already accessing Netmums on mobile, and is based on a survey of over 5,000 mothers in the UK, which showed that smartphones have revolutionized their experiences of parenthood.

The study showed that the rise of social media and mobile connectivity has led to 85 per cent of mums feeling happier, more fulfilled and better supported – a stark contrast to a 2006 study which showed 60 per cent felt unhappy and isolated.

“The proverb ‘it takes a village to raise a child’ could not be more relevant today,” said Netmums MD Rimi Atwal. “Mums can now create their own ‘digital village’ to access the support network and resources they need and as a result are happier than ever before. At Netmums, our content creation, user experience and back-end infrastructure is now fully attuned to mums’ mobile lives. This ‘digital village’ research now gives us unprecedented depth of insight into user behaviour, enabling us to offer brand partners customized solutions to better engage with mums.”