Huggies had recently updated its brand positioning, tone, and aesthetic, and we worked to align the digital experience with these changes. The MVP launch aimed to create a personalized, storytelling-driven journey that enhanced engagement, differentiated products, and captured 1PD with a mobile-first approach.
Leading a global team of researchers and designers through an agile process, we conducted surveys, interviews, and live sessions to gather insights from parents seeking premium diapers and wipes. Combining our findings with SEO recommendations, we restructured the site for better usability and tested prototypes with users.
We then developed and refined wireframes and flows, collaborating closely with product management, SEO, and development teams to ensure alignment. The visual design system, rooted in Huggies' new brand identity, prioritized accessibility, inclusivity, scannability, and clear actions while balancing a comforting, playful, and bold aesthetics.