Redesign: Munchkin Homepage

A elevated shopping experience for one of the most trusted names in baby and family.

Role

Senior Digital Designer (UI, UX)

Industry

Retail: Infant, Toddler and Family

Tools

Figma, Adobe Creative Suite

At Munchkin, I led the full redesign of their DTC website — delivering high-fidelity designs, interactive prototypes, and user flows across mobile and desktop to improve discoverability and drive conversion.

The Problem

Returning customers struggled to find their go-to products, while new visitors had no clear entry point into Munchkin's full product range. The result: frustration, drop-off, and missed discovery.

The Goal

Design an intuitive shopping experience that makes it easy for parents to find what they need, explore what they don't know yet, and feel supported throughout the journey, not just sold to.

Redesigned the homepage hero as a flexible carousel, supporting static images, GIFs, and customer testimonials to spotlight products, promotions, and social proof in one space.

Added a personalized category module to surface relevant product areas, making it easier for parents to find what they need without knowing exactly where to look.

Spotlighted the Miracle 360° WildLove Sippy Cup and Munchkin's partnership with IFAW — connecting the brand's care for families to a broader mission of wildlife protection, with a portion of every sale giving back

Designed a Shop & Explore module with curated collections by age and need, a product grid surfacing Bestsellers, New Arrivals, and Exclusives, and integrated media cards promoting Munchkin's parenting podcast — blending shopping with content to keep parents engaged.

Added a branded values carousel to reinforce what Munchkin stands for: innovation, safety, and thoughtful design for families.

Added a branded values carousel to reinforce what Munchkin stands for: innovation, safety, and thoughtful design for families.

Designed a 'Why Buy Munchkin' module to make the case for shopping direct: fast shipping, social responsibility, and real customer support.

Designed a 'Why Buy Munchkin' module to make the case for shopping direct: fast shipping, social responsibility, and real customer support.

Outcome

Increased average session duration by: +20%
Achieved by clearer structure, engaging visuals, and educational content
Reduced bounce rate by: -10%
Users seems to find the content more relevant and engaging
Increased click/interactions on "Customized Categories for You" module by: +30%
Personalization drove stronger engagement and was more relevant