XO Group?s baby-focused publication, The Bump, has relaunched its mobile application to keep up with millennial parents' evolving mobile needs via a new interaction model and programmatic strategy. 

The Bump aims to provide useful parenting content specifically tailored to millennials, which can be difficult with a demographic whose needs and language continue to shift. The major change in the new mobile app is a model more focused on daily content rather than weekly, tailored to individuals? interests, along with updated programmatic and native advertising and updates to remaining features. 

?The Bump has a new brand design, logo, mark colors and interaction model,? said Josh Himwich, vice president and general manager at The Bump. ?It is confidently modern and millennial, and is made to be digitally native to the phone.  

?Additionally, The Bump is moving from a weekly to a daily feed of news and content,? he said. ?This is one of the top requests from our members and it will do do much to turn The Bump into a daily habit. 

?Almost every major competitor has been treading on our brand's 'How Big is Baby' signature fruits, and we are taking them back and owning them like never before. The Bump created beautiful new illustrations, and expect more to come from us in this field.?

The content strategy is an attempt to establish the publication as a daily destination and become a more go-to source for soon-to-be parents. As XO Group aims to be everything and everywhere for millennials in all stages of settling down, The Bump?s update strives for a bigger presence in their lives while expecting. 

The app will also now be serving consumers more focused advertising, based on programmatic data, which serves both the user and the advertiser. 

The Bump also developed an app recently for the Apple Watch to better reach the new millennial mother with additional content (see more). 

XO Group?s wedding source, The Knot also recently relaunched its service with a mobile-first perspective, a recognition of the fact that smartphones and tablets now account for more than 50 percent of the brand?s traffic (see more). 

?The Bump app has been redesigned to meet the needs of today?s mobile millennial parents, providing real answers in a real voice that?s completely personalized to their journey,? Mr. Himwich said. ?Plus, it features a one-stop shopping guide and single-list registry for parents as they decide what products are best to ensure the health and wellbeing of their baby. 

?The Bump is the only pregnancy and parenting brand to utilize its own single-list technology to aggregate and sync all of parents? baby registries from multiple retailers into one list to easily create and manage their registries?and for loved ones to effortlessly purchase gifts,? he said. ?This is the only single-list registry that actively updates and syncs with purchases made from the retailer ensuring that couples do not receive duplicates of products unbeknownst to the gift giver.?