Bugaboo is a dutch mobility company that designs and builds premium strollers and accessories coveted by parents globally. The company's main focus is b2b, however the need to drive consumer sales through owned online channels was identified as a key priority.

With this initiative we were able to deliver a premium online experience that redefined how consumers interact and purchase on the bugaboo website.

Project:
Bugaboo website

Roles:
UX design, UI design

* Before *

1/4
Opportunity

It would take a user over 10 clicks to reach their desired stroller and add it to their cart. The path to purchase was confusing and stroller customization was the only option. The Fox model alone requires 6 configuration sections with a total of 1,172 possible combinations. Sales data showed clear trends in colour combinations, however the site technology and design was not agile to optimize on this. Customers were also not provided with relevant product information, reviews and incentives to motivate their purchase decision.

Goals:

• Simplify the path to purchase for the customer
• Optimize best selling and trending items
• Customization as a premium experience
• Create confidence through relevant product information and customer reviews
• Establish trust with a premium online experience

2/4
Research & Discovery

Working with data analysts and diving into qualitative customer insights validated our initial hypothesis and revealed additional opportunities to explore.

• Recordings and heatmaps
• Google Analytics
• Feedback survey
• Customer interviews
• Market research analysis
• High level customer journey
• User flows
• High-fidelity Wireframes
• Prototype testing

3/4
Design

Design
Improving findability

Prioritized Strollers, Parts & Accessories and Sale in the main navigation and deprioritized Bugaboo luggage to the footer. Simplified the overall UI of the navigation with direct links to product models and shopping, removed the clutter and inconsistencies and created clear category sections that make sense to the user.

Design
Each stroller has its own unique story 

"Learn More" pages to highlight key features most important to parents in a visual, inspiring way that tells the unique story of each stroller. From these pages the user can easily navigate to "shop" the model.

Design
The information parents want to know 

Product landing pages containing all the information and specifications of each stroller model, and customer reviews to create trust and confidence in the product and Bugaboo brand.

4/4
Outcome

The scope of this project was large and there was a lot of technical legacy to consider. Nevertheless, the teams were excited to deploy the new changes to improve the buying experience. I had the opportunity to present the prototype and design to the CEO and CMO of Bugaboo which was well received. With the first release - the new navigation - we saw revenue to the outlet (sale) increase by 129%. This increase presented new opportunity to list the large amount of warehoused, discontinued stock which was available.