Problem: How might we increase e-commerce sales?
Solution: The site is not mobile responsive - redesign for mobile and improve UX.
Platform: Mobile & web responsive
Role: Product Manager, UX Design & Research
Impact of redesign:
Design is never linear. Here’s a glimpse of my iterative process, always improved by user research, testing, and data.
A mood board helped communicate the look and feel of the Baby category and the vision we wanted to achieve.
I studied baby food prep and feeding landscape through brands, products, and services.
Personas were created through moderated, qualitative interviews.
Education about feeding & care is critical for our persona.
This flow considers education prior to purchase. Education includes referrals, product reviews, blogs, social proof, social media.
I consolidated content to increase relevance and quality by proposing three new pages for site architecture.
A long scroll walked through the benefits of Baby Bullet. To highlight relevant information, a sticky order button was added and the footer moved into the menu.
We wanted to share recipes for each Stage of Food in a baby's development. This was tricky to do on mobile, but research led to an accordion collapse/expand interaction.
For mobile, alternate stacking of features was the ideal way to represent content.
Each design iteration improved visually and validated our goals through usability testing:
1. Present each bundle's value and features
2. Reduce the number of clicks to checkout