Babylist Store

Dates: 2016 - 2017
Roles: Product Design, Creative Direction, Art Direction

Babylist is a universal baby registry app, content, and e-commerce site. It’s a place where you can discover, request, and buy products for babies.

Having a baby is one of the biggest life changes people face. Babylist makes this journey to parenthood less overwhelming by empowering new parents with the information they need to make the best choice for their family. Babylist’s mission is to be the number one most trusted and loved baby brand.

I had never worked on an ecommerce store before and was very excited to have had the chance to work on the redesign. The Babylist Store was the last piece of the business to be updated, as the baby registry app and content site had already undergone a redesign.

The Problem

What started as a modern day baby registry, soon blossomed into an online retailer of baby products. However, our original MVP store was having difficulties scaling into a full-fledged e-commerce store. The redesign was an opportunity to ensure the overall design was inline with the company’s new brand direction.

It was also a great time to improve user experience, increase its value to existing customers and extend the brand to wider audience.

I had never worked on an ecommerce store before and was very excited to have had the chance to work on the redesign. The Babylist Store was the last piece of the business to be updated, as the baby registry app and content site had already undergone a redesign.

Considerations

Who are our users?
How can we make the Babylist Store modern, trustworthy, and easy to use?
How will the new design look and work across all the platforms?
How will this store represent and extend the Babylist brand?

New Site Map

New Page Designs

After seeing the new sitemap, we needed more page types. Creating a Top Category, Sub Category, Tertiary Category, Product List and Product Details pages to help people find and discover new products.

Wireframes of new pages.

New Features

Early visual designs of new pages.

New Features

Stress Testing

New Features

We stress tested the page designs and UI components. For example, we stress tested the product card design. Testing out the longest brand names, product titles, and shipping message variations for items on both desktop and mobileweb.

The Babylist Store was missing key shopping features such as Filters (price, brand, color, features), Quick Shop, Image Zoom. To help shoppers comparison shop, we added a fixed product summary on scroll and surfaced product videos closer to the top of the Product Details page.

Stress testing product cards for mobile web.

New Features

Details

New Features

We added many little details to enhance the shopping experience. One example, is helping users comparison shop. On the Product Details page, we added a fixed product summary to the top of the page on scroll.

The Babylist Store was missing key shopping features such as Filters (price, brand, color, features), Quick Shop, Image Zoom. To help shoppers comparison shop, we added a fixed product summary on scroll and surfaced product videos closer to the top of the Product Details page.

Shoppers can open different products onto different tabs and not have to scroll back to top to remember the product name.

On mobile web, this little design detail really enhances the shopping experience.

New Visual/UI Design System

Final Design

New Visual/UI Design System

Final mobileweb designs.

Challenges

We didn't have prior experience working in the e-commerce space.
We didn't have experience in mass image editing process.
We had limited analytics on the existing Babylist store, which could have provided insights to guide new product decisions.
Designing the new Babylist Store while supporting and maintaining the legacy store.

Inventory growth
Page views increased
Bounce rate decreased
Total reservations from the Babylist Store increased
Babylist Store revenue growth

Results

Inventory grew 450%
Page views increased by 300%
Bounce rate decreased by 10%
Total reservations from the Babylist Store increased 130%
Babylist Store revenue growth 175%

Inventory growth
Page views increased
Bounce rate decreased
Total reservations from the Babylist Store increased
Babylist Store revenue growth

Final Thoughts

This was a massive project and a great collaborative effort from all on the team. The Babylist Store was the last piece to finally get a redesign and the numbers are showing that it was well worth it. It is now at a place where it can be tweaked and grow quickly and stably.

Visit the launched site.