User Experience 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: 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:

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Discover

Discover

Design is never linear. Here’s a glimpse of my iterative process, always improved by user research, testing, and data.

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 A mood board helped communicate the look and feel of the Baby category and the vision we wanted to achieve.

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.

I studied baby food prep and feeding landscape through brands, products, and services.

 Personas were created through moderated, qualitative interviews.

Personas were created through moderated, qualitative interviews.

Define

Define

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.

I consolidated content to increase relevance and quality by proposing three new pages for site architecture.

Develop

Develop

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 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.

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.

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.

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

Deliver

Deliver

 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

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

High Fidelity

High Fidelity

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