Intro
Propre Baby is a brand devoted to bringing non-toxic French-inspired baby care products to Americans; a solution that provides a cleaner and healthier alternative to the standard American baby wipes. They were a couple of years into their e-commerce journey when they reached out about customizations. In the last year they had seen a lot of growth and wanted to begin improving the UX on their site as well as add some features that would help both reward existing customers and obtain new ones.
Premium Theme
Because this was an established site, the merchant already had a premium theme installed. They were running the Shapes Theme which offers a lot of fun shapes and movement, making it ideal for a brand centered around baby care.
Challenges to Consider
A whopping 87% of users accessed the site on a mobile device with a fairly high amount of traffic in the late night/early morning hours. This makes sense considering the products are for parents of infants and toddlers. Because of this there were a few considerations:
- The assumption here was that a lot of parents were browsing and purchasing middle of the night feeding and changing sessions. Because of this, user journeys needed to simple to accommodate weary eyed and sleepy parents.
- Because mobile use was very high, we did not have the real estate that desktop offers. Information needed to be succinct.
- Education was key here, as a lot of new time customers would be somewhat unaware of how to use these products in comparison with the typical baby wipes. Because of this, we needed to surface tips about uses and accompanying products in certain instances.
Problems + Solutions
Problem #1
Even with only a handful of products, there was still a need for a really simple way to add products to the cart quickly. The merchant brought inspiration for the best way to solve this problem.
Solution #1
We implemented a "Quick Buy" button that shows up where the cart normally is and this appears only if there is nothing in the cart. When this is clicked, it shows the top 4 products and allows for a quick add. Once a product is added to the cart, this button reverts back to the shopping cart icon.
We also created controls within the theme settings for the merchant to be able to customize this differently in the future if desired. This allows them to change the order of the products, change which products are presented, and modify the text within the slide out cart.
Problem #2
Because these diaper care products are different than what Americans are used to, customers would often buy the French Diaper Creme product and not realize that they needed to Cotton Pads to accompany this. This resulted in returns and a lot of customer service inquiries.
Solution #2
We created a function within the slide out cart that would appear if the French Diaper Care (FDC) was added without the Cotton Pads. When a customer added the FDC, the Cotton Pads will appear with a note suggesting the purchase of this item. Once this is added, the note will go away.
Problem #3
The merchant wanted to incorporate subscriptions, which we also helped them do! To go along with this they also wanted to offer fixed multi-packs within these subscription options, which is typical for this industry. They also wanted an easy way for customers to understand the use case for each pack size.
Solution #3
We created fixed quantity options within the subscriptions. When a user chooses a subscription frequency, they are shown a variety of multi-packs with text notes about the use case for each quantity.
Because needs might change over time, we built this in a way that the merchant could edit the messaging and the quantities being offered at any time.
Closing
We loved working on this project and were so thrilled to be able to help this merchant improve their website for their customers. These are only some of our favorite features, but we were able to incorporate so many additional things for this shop. To see the entire site, visit https://proprebaby.com/