Advancing the Brand and Supporting the Consumer in the Digital Space
Based on consumers' embrace of all things mobile, we had an opportunity to create an indispensable mobile experience designed to guide decision-making for new parents seeking solutions to feeding issues as well as pregnant women seeking to engage with the brand while at the doctor's office.
The team, composed of UX architects, art directors, writers, technologists, strategists, and other talented people, recommended a mobile website as the first step in developing a mobile strategy. We landed at that conclusion based on the consumer's behaviors: consumers were reading the brand's emails on their mobiles and clicking through to read more on the site. These engaged consumers, while in numbers were fairly small, were worth catering to as they were high value consumers and were a good barometer for when the technology went mainstream.
In order to create a mobile website that was lightning fast and useful to parents, we pulled together a collection of insights to drive the design and development of the mobile solution. The evolution of the work - from initial frameworks to final experience - are featured below.