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Overview

Challenges

Process

Design

Lessons & More

Back

Overview

Challenges

Process

Design

Lessons & More

About

Rebabies is an online boutique specializing in high-quality, hand-knitted children’s clothing, designed for comfort, style, and sustainability. Focused on providing a seamless shopping experience for parents, the platform offers an intuitive browsing system, detailed product visuals, and customer reviews to ensure confidence in every purchase. By prioritizing usability and trust, Rebabies simplifies the process of finding soft, durable, and ethically sourced knitwear for little ones.

Users

Parents of newborns and toddlers

My task

As a freelance UX/UI designer, I crafted the branding and end-to-end design for Rebabies, a children's knitwear eCommerce store. This included
Brand identity, Website UX/UI, and User experience. I conducted user research, designed the logo and visuals, and built an intuitive platform with seamless navigation and checkout. The result boosted customer engagement and increased conversion rates by 30%.

Timeline

January 2018 – Jun 2018

Role

Research and UX/UI Design

Problem

Parents often struggle to find high-quality, sustainable, and comfortable baby knitwear through an effortless and trustworthy online shopping experience.

Solution

Creating a seamless, eco-friendly eCommerce platform to help parents easily find handmade, high-quality baby knitwear.

Please view this case study on desktop for the best experience. Mobile and tablet versions coming soon!

Understanding the Problem

User

Parents shopping for children’s clothing, especially knitwear.

They often face challenges such as:

Sizing issues

Uncertainty about fit and fabric quality

Limited filtering

Difficulty finding gender-neutral, organic, or seasonal items

High drop-off rates due to a complicated checkout process

Cart abandonment

Goal

Improves conversion rates.

1

2 Helps parents quickly find, evaluate, and purchase products.

Process

Research & Insights

I conducted market research to define the project scope, analyze trends, and understand customer demographics.

Additionally, I studied competitors (2 direct, 1 indirect) to evaluate their features and strategies.

JAMIE KAY USA

Offers more detailed browsing and appeals to premium buyers but lacks the simplicity MIUO provides for busy parents.

MIUO

Has a simple navigation flow, eco-conscious branding, and trust-building features like authentic reviews.

BABYLIST

Focuses on exclusivity and luxury for gift buyers but lacks the trust and warmth of MIUO’s eco-conscious approach.

User Interviews

To better understand user’s needs, I conducted user research, in-person interviews and built empathy maps.

What platforms or websites do you currently use for online shopping, and why?
"Carter's and boutique stores provide unique styles and special designs for baby clothing."
"I use Amazon and Target for their wide selection and reliable delivery.
Can you describe any challenges you've faced when shopping for baby knitwear online?
"Inconsistent sizing across brands creates confusion and uncertainty when ordering."
"It's hard to judge fabric quality from photos, which makes me hesitant to buy."
What makes you trust a brand or website when shopping online?
"Transparent return policies and material information make a brand feel trustworthy."
"Detailed product descriptions and genuine customer reviews build my confidence."
What platforms or websites do you currently use for online shopping, and why?
"Carter's and boutique stores provide unique styles and special designs for baby clothing."
"I use Amazon and Target for their wide selection and reliable delivery.
Can you describe any challenges you've faced when shopping for baby knitwear online?
"Inconsistent sizing across brands creates confusion and uncertainty when ordering."
"It's hard to judge fabric quality from photos, which makes me hesitant to buy."
What makes you trust a brand or website when shopping online?
"Transparent return policies and material information make a brand feel trustworthy."
"Detailed product descriptions and genuine customer reviews build my confidence."
What platforms or websites do you currently use for online shopping, and why?
"Carter's and boutique stores provide unique styles and special designs for baby clothing."
"I use Amazon and Target for their wide selection and reliable delivery.
Can you describe any challenges you've faced when shopping for baby knitwear online?
"Inconsistent sizing across brands creates confusion and uncertainty when ordering."
"It's hard to judge fabric quality from photos, which makes me hesitant to buy."
What makes you trust a brand or website when shopping online?
"Transparent return policies and material information make a brand feel trustworthy."
"Detailed product descriptions and genuine customer reviews build my confidence."
What platforms or websites do you currently use for online shopping, and why?
"Carter's and boutique stores provide unique styles and special designs for baby clothing."
"I use Amazon and Target for their wide selection and reliable delivery.
Can you describe any challenges you've faced when shopping for baby knitwear online?
"Inconsistent sizing across brands creates confusion and uncertainty when ordering."
"It's hard to judge fabric quality from photos, which makes me hesitant to buy."
What makes you trust a brand or website when shopping online?
"Transparent return policies and material information make a brand feel trustworthy."
"Detailed product descriptions and genuine customer reviews build my confidence."

Key Takeaways from User Interviews

Quality Assurance is Critical

1

2 Sizing Consistency Creates Confidence

Transparency Builds Trust

3

4 Authenticity Through Social Proof

The contents for the rest of this case study are being prepared and will be added soon. Thank you for your understanding!

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Back

Understanding the Problem

User

Parents shopping for children’s clothing, especially knitwear.

They often face challenges such as:

Goal

Improves conversion rates.

1

2

Helps parents quickly find, evaluate, and purchase products.

Process

Research & Insights

I conducted market research to define the project scope, analyze trends, and understand customer demographics. Additionally, I studied competitors (2 direct, 1 indirect) to evaluate their features and strategies.

JAMIE KAY USA

Offers more detailed browsing and appeals to premium buyers but lacks the simplicity MIUO provides for busy parents.

MIUO

Has a simple navigation flow, eco-conscious branding, and trust-building features like authentic reviews.

BABYLIST

Focuses on exclusivity and luxury for gift buyers but lacks the trust and warmth of MIUO’s eco-conscious approach.

User Interviews

To better understand user’s needs, I conducted user research, in-person interviews and built empathy maps.

What platforms or websites do you currently use for online shopping, and why?

"Carter's and boutique stores provide unique styles and special designs for baby clothing."

"I use Amazon and Target for their wide selection and reliable delivery.

Can you describe any challenges you've faced when shopping for baby knitwear online?

"Inconsistent sizing across brands creates confusion and uncertainty when ordering."

"It's hard to judge fabric quality from photos, which makes me hesitant to buy."

What makes you trust a brand or website when shopping online?

"Transparent return policies and material information make a brand feel trustworthy."

"Detailed product descriptions and genuine customer reviews build my confidence."

Key Takeaways from User Interviews

Quality Assurance is Critical

1

2

Sizing Consistency Creates Confidence

Transparency Builds Trust

3

4

Authenticity Through Social Proof

I conducted market research to define the project scope, analyze trends, and understand customer demographics.

Additionally, I studied competitors (2 direct, 1 indirect) to evaluate their features and strategies.