OBJECTIVE: Redesign Happiest Baby’s homepage to more effectively sell its main product the Snoo, a smart bassinet with a connected app.
ROLE: UX/UI, art direction, location scout, model recruitment, and photoshoot coordination
The team recruited and observed participants engage with the company homepage and respond to the above questions. User-testing revealed that many customers did not fully understand how the product worked, thus not comprehending key product benefits and the full value of the high price point.
In a homepage analysis, I identified a number of design and messaging issues.
Honing the style guide helped to achieve more visual consistency throughout the site. Patterns and icons were added to the brand elements.
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. For the mobile view, the page content stacked.
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.)