Bringing babybay® to the US
I led the design and project management for the U.S. e-commerce launch of Babybay. My responsibilities included creating the user experience (UX) and visual design, managing content creation (including product photography), and developing an email marketing strategy. The primary goal was to simplify the complex product line into a seamless and intuitive shopping experience.
The Need
The U.S. market for babybay's unique bedside bassinets was fragmented and complex. The product line included multiple models, accessories, and conversion kits, which made the buying process confusing for customers. The challenge was to design and launch an e-commerce platform that would simplify the user journey, clearly communicate the product's benefits, and make it easy for new parents to confidently select the right bassinet and accessories for their family.
Simplify the buying process: Design a user-friendly e-commerce flow with a configuration tool to help customers customize their bassinet and select the right accessories without confusion.
Establish a strong brand presence: Create a content and visual strategy to effectively launch the brand in a new market, communicating its core values of natural materials, safety, and close sleep.
Drive online sales: Build a fully functional e-commerce website, manage digital content, and implement email marketing campaigns to convert visitors into customers.
my role
I led the launch and management of our e-commerce platform, working closely with an engineer to build out the website, email marketing, and social channels. Wearing many hats, I was responsible for defining our brand identity for the U.S. market, creating and improving content, and optimizing the user experience. My role also included managing logistics such as shipping and warehouse inventory to ensure excellent customer service from end to end.
Background
On an otherwise quiet night in 2003, Ruth and Christian Pihale realized they had a problem. With two children born one right after the other, their nights had become a ritual of wake, feed, wake, feed. With few moments of restful sleep in-between.They did their best to steal small moments of sleep for themselves while their babies fussed in the baby crib. But still they woke up bleary-eyed, wishing they had more rest to truly enjoy their babies' magical newborn moments during the day.
With a touch of imagination and some artful engineering, the first babybay co sleeper came to be. Ruth and Christian expected to keep their bedside crib design to themselves. But when neighbors knocked at their door, Ruth and Christian knew it was time to spread the love to more families.