I worked alongside the design team to help bring the Parents Site to life. I conducted several research activities and workshops to help support the design process.

Our first step in redesigning the Parents site was to better understand our customer. We wanted to collect data around who was coming to this site, why they were coming, who they were shopping for and how frequently they visited.

We did a quick preference test survey to help the design team select a visual direction. We surveyed 100 parents, asked them to describe each concept and pick their visual preference.

I brought in 6 parents to conduct discovery interviews probing around their motivation for coming to the site and getting feedback about the booklists, search experience and purchase flow. I also did a card sort to help inform the navigation design.

I analyzed how the cards were sorted and brought this to a workshop with the product team. We mapped the user insights to the business objectives and arrived at a much improved navigation.

We benchmarked the new Parents site against the original Parents site with 100 parents on mobile and 100 parents on desktop. I authored the tasks validation metrics. Through this process, we uncovered several areas to improve before the site went live.