Product websites for parents

The product was a range of infant formulas made by the client. The range includes formulas for newborns through to toddlers that are tailored to meet different nutritional needs. The client wanted us to provide worldwide support to the parents of infants who use them.

Role - UX, UI
Year - 2018

Understanding the problem

We were tasked with developing six localised product websites for parents in different markets. The key goals were to increase traffic and build a community by encouraging parents to sign up to a club. The client had set this club up but were struggling to get people to join. 

The finished product needed to be useful and usable for parents and work in each of the languages. 

Crafting the experience

Initially, components had to be created that would be flexible enough to accommodate the variation in copy length across different languages. We established character limits for each component based on our research of the languages and developed a prototype for testing to ensure they would work. 

It was vital that we improved engagement with parents. Based on our research, we realised that the current club did not offer enough benefits to parents. With this in mind, we set out to improve the visual attractiveness of the club landing page, increase visibility of the club throughout the website, simplify the registration process and improve usability of the club pages. We also increased the benefits available to members of the club by developing support articles only accessible to members and monthly newsletters.

Next, we set to work on delivering a consistent and coherent user experience for the whole site, ensuring that parents would have a seamless experience across the breadth of content.

Deliverables

We began by creating a range of low fidelity wireframes for discussion with the client. An animation was then developed with the chosen wireframes to show the user journey, followed by the final UI designs and functional InVision prototype for testing. UI designs were created for both desktop and mobile platforms.

Once the design phase was complete, we worked closely with developers to support implementation and launch, ensuring the final products were consistent with the approved UI designs. The Zeplin platform was used for delivery of assets and styles to the development team.