To start, we met with parents to understand how they shop for kids clothing. We wanted to understand how kids were involved, what triggered them to shop, and where were the opportunities. We divided the research plan into 3 activities: a diary study, in home interviews and a co-creation exercise. The output of the research drove the next phases, user experience and UI design.
The research gave us 3 mottos to design around: Be the guide, be the psychic, and give mom control. The experience had to be simple, anticipate her needs at every touchpoint, and allow her to feel in control about selecting and purchasing her kid’s clothing.
With our on-the-go customers in mind we designed a mobile-first website. Parents enter in their kids' information and preferences which drives a personalized clothing shop. We designed an awesome checkout and return experience. We collaborated with the brand team to create a UI pattern library that embodied the spirit of the brand and could be extended as the team grew.