BABIES "R" US
When expectant parents learn about their pregnancy, a flood of emotions begins to run through their heads - is this really happening, what gender is it, who do I tell, and ultimately, what do I need to buy? Navigating through a baby registry is overwhelming and intimidating.
We engaged with Babies”R”Us to design and deliver a mobile app that is an indispensable, expert companion that helps expectant parents prepare for their new baby’s arrival by creating and managing a registry with the help of a guided checklist.
In just 8 2-week sprints, our cross-disciplinary team defined a product vision and roadmap, designed and developed the app using an agile process, and executed a successful launch plan.
PROJECT
iOS Mobile App
AGENCY
Huge
ROLE
VP, User Experience
CONVERT USERS, NOT SALES
We established the role of the mobile app in relation to the other touchpoints in the ecosystem (store, online, registry services, etc). Through understanding the user's journey and mindset, we clearly defined the mobile app as a guiding advisor to the user. Thus, our KPIs primarily focused on registry conversion, rather than product revenue.
DEFINING MVP
With our client as partner, we used an agile-based approach where we collaboratively prioritized features based on our KPIs, through the lens of business, user, and technology. Our product roadmap was our northstar, where the MVP features established a foundation for future releases.
MOTION AS OUR DESIGN FOUNDATION
I led the team through a motion-based creative approach, where we first established our information architecture through a motion mental model. This approach allowed for simplicity in the design, and creating intuitive moments where motion and animation supported the user.
adding to REGISTRY vs. adding to cart
Our product design challenge was remembering that the user was not the purchaser, and the journey was an experience over a duration of time (vs. one time purchase). We leveraged a mix of e-commerce best practices, while introducing educational content and guidance that allowed an easy and pleasant registry wishlist experience.
MODERNIZING THE BRAND THROUGH DIGITAL
EXPERIENCE WALKTHROUGH
EXCEEDING OUR KPIs
Within a few months since launch, the app reviews increased from 1.5 stars to 4.5 stars.
