Redesigning the customer relationship of a parenting platform
UX DESIGN | STRATEGYThe project
Mumpa is a parenting platform that aims to add convenience to the lives of parents in their parenting journey. The site curates kids’ products, publishes articles, and also contains videos of activities for parents to do with their children.
Mumpa was experiencing low conversions and lack of user navigation within the site due to having an unstructured website without clear customer journeys and value proposition. Almost the entire traffic was going to a single product or article resulting in a massive drop-off rate.
The new website needed to guide and advise users in their journey to choosing the best products for their needs to reduce the drop-off rate.
The team
UX Designer, Product Owner, Developers
Primary problems
Problem 1
The site had complex navigation and very poor search functionality. This was leading to users not being able to find the information or products they were looking for, leading to a negative impact in conversions.
Problem 2
Mumpa was not transmitting its unique selling proposition to users, and its certificate for rating products was not intuitive.
Excessive or unorganised information and lack of product recommendations within the articles and product pages were leading to users not engaging and dropping out on the starting page.
Problem 3
The process
Journey mapping of various scenarios to identify pain points and opportunities.
GA analysis to understand how users interact with Mumpa.
From As-Is to To-Be site mapping.
Wireframe sketches.
The new design
Simplifying navigation
Re-designing the information architecture, helped to simplify navigation and provide a clearer path for users to either shop for products, read articles, or browse through activities.
Establishing trust between Mumpa and its users
Mumpa’s unique value proposition is its curation of products. Introducing the ‘standards’ on the home page aimed at gaining trust from users. This concept was extended on the product page to provide the score of a product. By using tabs to display the specifications, the intention was to present this information in an intuitive and efficient way to users.
Improving findability
Mumpa has large categories and many subcategories. The objective of introducing a category page was to educate users on what they could find in Mumpa, with the help of images for easier scanning, as well as explanatory content.
Improving navigation and discoverability in articles
Navigation within the articles was improved through a revamp, breaking content into smaller sections for improved readability. Diverse layouts were introduced to enhance product recommendations and user engagement.
