Website Re-launch

Background

The brief was a global website re-design that aligned with Tommee Tippee's new brand strategy: Parent On. An award-winning baby brand, Tommee Tippee was unlike other brands in this space in that they didn't lecture parents on the right or the wrong way to care for your baby, they supported them.

Idea

Tommee Tippee's new Parent On brand strategy was basically, go with your gut instinct and we'll be there to support you.

In redesigning the global website in line with that strategy, the idea was to build the site around the audience. It was entirely driven by insights about how it felt to be a new parent.

Because it could get lonely with a newborn or toddler, the most important real estate on the site was sacrificed. Instead of selling product in the leader image, ambient films were rotated. The films changed according to the time of day and night and showed visitors other parents doing what they were likely to be doing at that exact moment. So at 3am, you'd see another mum feeding her baby in the stillness of the night. At 1pm, you'd see another mum tackling the fun of weaning.

Parent Diaries were created, featuring real stories from new parents and reassuring visitors that they weren't going through this alone.

Because eyes were blurry after barely any sleep, the design was uncluttered and easy to navigate and because there was a good chance mum would be holding her baby as she went online, the site was designed to be navigated one hand. The UX designer even tied his arm behind his back to make sure navigation was as easy as possible.

Because parents often felt they were doing everything wrong, the site was littered with supportive memes such as: 'Parents aren't geniuses. Babies don't care'. 'Humans survived 200,000 years before any baby books were ever published.' 'Your parenting skills were born the day your baby was'.

There were also some cool facts. Do babies see in colour? Do they have kneecaps?

Results

There was a 10% uplift of organic traffic in first six months after launch including 25,000 visits to the Parent Diaries pages.

Sharing site content increased by 20% and there was a 25% increase in dwell time.

Our Thoughts

This is the sort of work I really admire because it isn't showy but it is very thoughtful. UX has been getting more and more important over the years as we get to study and analyse how people interact with brands online. If you're a young mum, your lifeline to anything approaching normality is your mobile phone. The fact this site has been designed to be explored one-handed does the team at Meteorite credit.

For me, the time-sensitive videos are the genius part. It makes every video feel personal to the mum watching it. At 3.38am she is not alone.