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ROLE: UX/UI, art direction, location scout, model recruitment, and photoshoot coordination
CHALLENGE: Redesign Happiest Baby’s homepage to more effectively sell its main product the Snoo, a smart bassinet with a connected app.
DISCOVERY: User research conducted for the company’s homepage revealed that many customers did not understand how the Snoo worked. In a homepage analysis, a number of potential design and messaging issues also were identified.
IMPLEMENTATION: The new content strategy, creative assets, and visual design better outlined the product’s key functions and benefits. Animation and video were created and added to clearly demonstrate the soothing motion and sound, as well as the safety features of the baby bed. Lighter, brighter, more emotionally engaging, and ethnically diverse lifestyle photography was shot and used for the main image. Secondary images only were used to highlight product features.
RESULT: Happiest Baby saw a 75% increase in conversion rate (from 0.8 to 1.81%) following the new homepage launch. Transactions went from around 300 to 800 for a one month period.
(Completed while employed by HBI.)