Home > UX > Mamava: Website Refresh
Mamava: Website Refresh
Following noticable growth within the company, a shift in focus towards prioritizing buyers and in anticipation of new products launching, Mamava knew it was time to re-think the website.
Challenges
A unique challange is that Mamava has two distinct audiences. While there is a lot of overlap in content, sometimes it can be difficult to track the journeys of both the buyer audience and the parent audience.
Another issue was that existing customers were not represented in the previous experience of the website. Accessing help would almost always end in a customer picking up a phone and calling—a solution that is not scalable.
We also recognized that the buyer experience felt complicated due to a redundancy of information and circular web paths.
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Through a brainstorming session, we discussed ways to highlight prodcut features. We also uncovered many opportunities to show more people throughout the site.
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Challenges
A unique challange is that Mamava has two distinct audiences. While there is a lot of overlap in content, sometimes it can be difficult to track the journeys of both the buyer audience and the parent audience.
Another issue was that existing customers were not represented in the previous experience of the website. Accessing help would almost always end in a customer picking up a phone and calling—a solution that is not scalable.
We also recognized that the buyer experience felt complicated due to a redundancy of information and circular web paths.
Another issue was that existing customers were not represented in the previous experience of the website. Accessing help would almost always end in a customer picking up a phone and calling—a solution that is not scalable.
We also recognized that the buyer experience felt complicated due to a redundancy of information and circular web paths.
Through a brainstorming session, we discussed ways to highlight prodcut features. We also uncovered many opportunities to show more people throughout the site.
Solutions
While we wouldn’t exist without our parent audience, lactation spaces have become a recognized need, so we didn’t need to lean our these evangelists as much. In turn, we could prioritize our buyer audience on the website. After interviewing stakeholders and compiling our findings from surveys, we reimagined the structure of the site.
Out of the web overhaul grew another project: the Help Center. This tool enabled us to address the needs of our existing customers. While they aren’t the top priority, the are still important because they often become buyers again. The research and strategy phase of this UX project justified the effort behind building the Help Center.
We streamlined and curated each of the anticipated journeys. We were more intentional with everything from terminology to imagery we use and in turn were able to be more consistent.
Solutions
While we wouldn’t exist without our parent audience, lactation spaces have become a recognized need, so we didn’t need to lean our these evangelists as much. In turn, we could prioritize our buyer audience on the website. After interviewing stakeholders and compiling our findings from surveys, we reimagined the structure of the site.
Out of the web overhaul grew another project: the Help Center. This tool enabled us to address the needs of our existing customers. While they aren’t the top priority, the are still important because they often become buyers again. The research and strategy phase of this UX project justified the effort behind building the Help Center.
We streamlined and curated each of the anticipated journeys. We were more intentional with everything from terminology to imagery we use and in turn were able to be more consistent.
Out of the web overhaul grew another project: the Help Center. This tool enabled us to address the needs of our existing customers. While they aren’t the top priority, the are still important because they often become buyers again. The research and strategy phase of this UX project justified the effort behind building the Help Center.
We streamlined and curated each of the anticipated journeys. We were more intentional with everything from terminology to imagery we use and in turn were able to be more consistent.
Prior to the overhaul, there were over 3 styles of icons being used across the website and digital collateral. We designed this set to be able to show abstract concepts in addition to traditional representations.
