Huggies North America
Client
Kimberly-Clark
Role
UI/UX Strategy & Design
8 months
Timeline
The Huggies brand had just recently updated its brand position, tone and aesthetic. In conjunction with updating the visual design, we also took a look at the guiding principals that would inform the overall experience. The goals for the MVP launch were to create a more meaningful and personalized journey with a focus on storytelling and product differentiation, drive understanding & engagement with the brand and capture 1PD with a mobile first approach.
We began with a discovery phase where we used surveys, interviews, analytics and live user sessions to gain feedback and insights from parents looking for premium diapers & wipes. Using our findings in combination with SEO recommendations we able to architect a more user friendly site structure that was prototyped and tested.
Once we had a defined structure, the team worked to combine business and user needs into wireframes and flows that were prototyped and tested with users along the way. Throughout the process we worked closely with the product, SEO and development teams to ensure we had buy-in and understanding of our proposed concepts.
Along with the wireframes, we began to explore the visual design system based on Huggies newly designed brand identity. Our guiding principles included accessibility, inclusivity, content, scannability, visual priority and clearly defined actions. The aesthetics of the site needed to be comforting, playful, smart and bold while also being informative.
