Rockets of Awesome

Rockets of Awesome makes parents' lives easier by providing an effortless shopping experience for kid’s clothing. We conducted in-home interviews with parents to better understand the pains and joys of shopping. Using insights from the customer research we designed a mobile first website that transformed how parents shop.


What we did

Customer research, Product strategy, UX deign, Visual design, Prototyping, Full web spec, Development support

 New customer onboarding quiz.

New customer onboarding quiz.


Be the Psychic. Be the Guide. Let them Drive.

We started the project by researching how moms currently shop for kid’s clothing. We divided the research plan into 3 activities: a diary study, in-home interviews, and a co-creation exercise. We inquired into what moms value in kid’s clothing, how and when kids are involved in the process, why they shop at different retailers, and what they hate about shopping. We discovered that moms want shopping to be effortless: easy to find clothes that match their kid’s picky preferences, easy to make returns and no sizing issues. Although they wanted the experience to be easy, they also wanted to stay involved in the selection and approval of items. Using these insights, we created a journey map that facilitated the next steps in our design process: user experience and UI design.

 We led a workshop with key stakeholders to co-create new and returning customer journeys.

We led a workshop with key stakeholders to co-create new and returning customer journeys.


Designing the touchpoints of shopping

With the Rockets team we designed a personalized subscription service for kid’s clothing. First, a customer answers a few questions about her kid’s clothing preferences. These carefully chosen questions personalize her shopping experience: all clothes match the colors, sizes, and picky details of her kid. She receives a box of new clothes every season that matches the seasonal needs and style preferences of her kids. Before the box is sent she has the ability to take ‘peek’ and swap out items. We designed the personalized quiz, easy to manage subscription options, an awesome return process, a simple checkout experience and the e-commerce store front including PLPs, PDPs and site navigation.

“There have definitely been times where I’ve had stuff to buy and then she comes in and it just doesn’t ever get ordered because I don’t have time to set up an account, and do all that.”

— Mom of 2 daughters, age 3 & 5

 We used wireframes to explore how new and returning customer experiences differ.

We used wireframes to explore how new and returning customer experiences differ.


A pattern library to extend the brand

Next we created a mobile friendly UI pattern library that embodied the spirit of the brand. A vibrant color palette combined with illustration visually structures information while strong typographic hierarchies make the screens easy to scan.

 We worked with the brand team to develop and extend the visual language across the site.

We worked with the brand team to develop and extend the visual language across the site.