UX and Product Designer
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Baby Bullet Redesign

Baby Bullet helps you make fresh, nutritious food for your baby.

See the redesign live on babybullet.com.

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Project Summary

Project Summary

Problem: E-commerce sales are lower than retail sales. The site is not mobile responsive.

Solution: Redesign information architecture and user experience with industry best practices. 

Tools: Sketch, Invision, Whiteboard, Paper, Post-its

Platform: Desktop & mobile responsive 

Role: Product Manager, UX Designer, Usability Tester, User Researcher

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Discover

Discover

 Through research and analysis, I created a persona profile for an expectant mother. For further exploration, I created a mood board to better understand baby products and packaging.  

Through research and analysis, I created a persona profile for an expectant mother. For further exploration, I created a mood board to better understand baby products and packaging.  

 I ran a comparative & competitive analysis to study the messaging and information architecture of other brands. 

I ran a comparative & competitive analysis to study the messaging and information architecture of other brands. 

Define

Define

Education about childcare is critical for our persona. This user flow considers a user's education prior to purchase. Education can include product reviews, blogs, social proof and social media. 

 After persona research and stakeholder meetings, I consolidated content to increase relevance and quality. I proposed three new pages for the new site architecture and updates to the header.

After persona research and stakeholder meetings, I consolidated content to increase relevance and quality. I proposed three new pages for the new site architecture and updates to the header.

Develop

Develop

 I sketched mobile wireframes first. 

I sketched mobile wireframes first. 

 I carried out the design in desktop and went digital.

I carried out the design in desktop and went digital.

 I introduced a long scroll to educate users about Baby Bullet. My biggest design change was moving the footer into the hamburger menu and having a sticky order button.

I introduced a long scroll to educate users about Baby Bullet. My biggest design change was moving the footer into the hamburger menu and having a sticky order button.

 We wanted to share recipes for each Stage of Food in a baby's development. This was tricky to do on mobile. I decided to use an accordion collapse/expand element.

We wanted to share recipes for each Stage of Food in a baby's development. This was tricky to do on mobile. I decided to use an accordion collapse/expand element.

 For mobile, alternate stacking of features was the ideal way to represent content.

For mobile, alternate stacking of features was the ideal way to represent content.

Deliver

Deliver

 It was a challenge to design the Product Detail Page. Each design iteration was validated through usability testing for these goals:   1. Present each bundle's value and features  2. Reduce the number of clicks to checkout

It was a challenge to design the Product Detail Page. Each design iteration was validated through usability testing for these goals: 

1. Present each bundle's value and features

2. Reduce the number of clicks to checkout

High Fidelity

High Fidelity

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Iteration 2.0

Iteration 2.0

Through user feedback, I found that customers were looking for accessories. Although this is available in the global navigation, I learned that the link was not visible. This caused users with purchase intent to exit.

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 We progressed through wireframe sketches to high fidelity design to make “Accessories” more visible.

We progressed through wireframe sketches to high fidelity design to make “Accessories” more visible.

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