Summary

BabyOne is a family owned franchise with 92 stores in the DACH region, that offers everything for newborns to small children. The digital appearance became more and more important, expecially during the pandemic, when local shops were closed, therefore they decided to launch a new webshop. Together with deepblue networks and Shopmacher, we launched a new BabyOne website, targeting young mothers.

The new shop (www.babyone.de) has a fresh, modern and yet colorful look that fits the general BabyOne branding. Moreover, we wanted to offer young mothers an easy navigation through the broad product range, through personalized product offers, a straight forward navigation & an optimized search. A main essence of the product strategy is to offer helpful content whenever needed in the customer journey, such as a blog articles, small tipps from experts including video content, as well as the possibility to connect to the local shops in order to arrange a personal meeting at any time.

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What we've done

1. Defined digital product vision based on target audience
2. New design system
3. Pitched Concept
4. Set up project roadmap, defining MVP
5. Set up new information architecture + navigation pattern
6. UX Lead for main features including the checkout, homepage, search, category pages - in Figma

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Challenges + solutions

Challenges in this project have been the broad product variety, leading to a very complex information architecture and long click paths for the user.  Getting a deep product overview in order to structure an easy information architecture as well as a modern navigation pattern, was crucial.

I also had a deeper look into the target audience, and their customer journey in order to define the product vision and the USP for the digital experience. Based on this research the new design concept as well as a specific tone of voice were created.

Please ask me, if you're interested in in-depth case information like the product strategy, customer journey or wireframes - since I am not open to share those information publicly.

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I also did

— UX Research: Benchmarking, user analysis as well as status quo performance analysis

— Management Summary presentations for UX Concepts

— Documentation of concept for development

— Hold Working Session for "Landing Pages", in order to set goals + define briefing for landing pages

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I did not do

— UI Design, Tone of Voice, Design System (deepblue)

— FE and BE implementation (Shopmacher)

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Working Research based was super important for this project! I developed concepts based on different UX studies, as well as data from the client, such as Hotjar or Google Analytic findings. Improving the Webshop performance was of course one of the main goals, including the optimization of the checkout as well as setting the base for future personalization 🙂