Personalising shopping experience for new moms
E-commerce website for Cloudnine hospitals
We created a personalised shopping experience for to-be-parents and new parents so that they can buy products curated for different stages of pregnancy, and helped Momeaze establish a sense of trust & loyalty.
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Design Impact
Improved discoverability of products for 200+ pregnancy care brands
Innovated in e-commerce space by giving a curated shopping list for all pregnancy stages, to enable faster buying decisions
Helped Momeaze stand out from their competitors, with a unique experience & visual language
2 | About the project
About
Momeaze is an e-commerce initiative by Cloudnine to help expectant & new mothers find the right pregnancy and baby care products with ease. Cloudnine is India's leading 35+ years old hospital chain for women. The goal of the project was to build a shopping platform from ground up and translate the same legacy and trust of Cloudnine.
Domain
Healthcare
Platform
Web & mobile
Duration
3 months
My role
Research
Strategy
Design
Team
UX Designer (Me)
Visual Designer
Project Goals
01
To give a personalised experience to mothers so that they can find solutions to their problems, and help Momeaze establish a sense of trust.
02
Re-structure the content and information architecture to improve product find-ability for a wide range of products.
03
Stand out from the competitors in making mothers to drive their tagline, 'We know moms'.
Let's look at the top 3 problems we solved.
4 | PROBLEM STATEMENT 1
How might we create value on the homepage and reduce user drop-offs?
The Problem 🐣
Client's research indicated that around 70% of users seem to be dropping-off prematurely on the homepage, possibly due to the confusing and cluttered homepage, and being unable to find what they are looking for. For an e-commerce website with large number of SKUs, discoverability poses a big challenge.
To maintain user engagement and encourage continued scrolling to discover valuable content, it was essential for us to ensure an engaging content discovery experience on the homepage. We worked on re-creating the homepage flow.
The Solution 💥
01 | Engaging content flow & discovery
02 | User specific sections, e.g. 'buy again'
03 | Use of quality imagery & copy
Homepage sections for mobile
5 | PROBLEM STATEMENT 2
How might we improve product find-ability for large number of products?
The Problem 🐣
Momeaze's navigation menu was heavy with 8 primary menu items, and overlapping items inside. It was unintuitive for users to guess to which one to click to find a particular item.
The Solution 💥
We revamped the content structure of the main menu to streamline and simplify the process of finding products. We identified three primary categories: "For Mom," "For Baby," and "Brand Specific," ensuring easy navigation and intuitive product discovery.
Before (Menu IA)
After (Menu IA)
6 | PROBLEM STATEMENT 3
How might we establish a sense of trust with mothers?
The Problem 🐣
Momeaze was a new e-commerce platform. The challenge was to gain user's trust and also to live up to Cloudnine's tagline - 'we know mothers'. On the current website, there was a lack of connection with mothers.
Understanding the pregnancy journey 🌷
We researched on the different phases of pregnancy, from first trimester to delivery to becoming new parents. Expectant parents typically approach shopping with a mindset of preparing for the arrival of their baby. This involves making lists, researching essentials, and planning for the baby's needs.
Diving deeper, talking to new parents revealed that they often made lists or mental notes of things they needed, as these things can't be taken lightly for the mom or the baby.
The Solution ✅
We took inspiration from real-life lists that parents make during these stages. How might we translate this mental model to a digital shopping experience? Curated baskets.
A collection of recommended products
Curated Baskets
bundled to be added to cart with one click
01 | Make buying decisions fast & easy
02 | Make Momeaze stand out from competitors
03 | Personalised to fit the journey of a mother
Basket for Pregnancy prepping
Review items & add basket to cart
Swap an item if you don't like it
7 |
Retrospective
I learnt that innovation needs to balance with feasibility. As the feature we designed was a completely new pattern for e-commerce, it was challenging later for developers to build it. While the client was happy and solution was a good user experience, it was added to the future roadmap.