Fueling the wonder of the most important person in the world.
A customized experience for parents in their most vulnerable time.
Helping new parents navigate feeding their baby through a personalized experience and conversational interface.
I and my team at Huge were tasked with redesigning enfamil.com, the website for the leading baby formula in the US.
The challenge was clear: how to inform and reassure parents in such a vulnerable time in their lives without overwhelming them. With an extensive product portfolio and sleep-deprived users, our design had to delight and inform effortelessly.
The incredible creative team at Huge created a modular system designed that allowed the new enfamil.com to be beautiful and clean while being informative of hundreds of product SKUs.
Process and Delivery
As Product Manager, my biggest challenge was fitting the redesign of the entire website into 5 design sprints and maintaining an efficient documentation and handoff to the client partner team responsible for implementation.
Make it personal
The strategic vision for the new enfamil.com centered on providing a personal and customizable experience to users. Once designs were done, I worked with our lead UX designer and Data Analyst to identify elements to be customized and signals to use for personalization, delivering a personalization plan for our development partner team.
