Redesign: Munchkin Homepage

Elevating the user experience of a renowned baby lifestyle brand.

Role

Senior Digital Designer (UI, UX)

Industry

Retail: Infant, Toddler and Family

Tools

Figma, Adobe Creative Suite

At Munchkin, I led the design efforts for the complete redesign of the DTC website — enhancing product discoverability and creating a more engaging experience for parents. I delivered high-fidelity designs, interactive prototypes, and user flows across mobile and desktop, contributing to a strategy that improved both UX and conversion performance.

The Problem

Returning customers had difficulty locating their favorite Munchkin products on the homepage, leading to frustration and drop-off. At the same time, new users lacked awareness of the full range of Munchkin’s product categories, limiting product discovery and exploration.

The Goal

Create an engaging and intuitive experience that makes it easy for parents to discover and learn about Munchkin’s products—while offering meaningful parenthood insights that support both parents and their children’s needs.

The Problem

The Goal

Enhanced the homepage hero with a flexible, three-card carousel supporting static images, animated GIFs, and customer testimonials—enabling the team to spotlight new products, best sellers, and promotions while incorporating real customer insights to build trust and drive engagement.

Introduced a “Customized Categories for You” module that dynamically showcases popular subcategories from key product areas—including Gifts, Infant Feeding, Gear & Travel, Cups & Mealtime, Bath & Diapering, and Health, Safety & Sleep. This helped surface relevant offerings and streamline product discovery for users with varying needs.

Featured the iconic Miracle 360° WildLove Sippy Cups to spotlight one of Munchkin’s bestsellers and its unique partnership with the International Fund for Animal Welfare (IFAW). By highlighting this initiative, we aimed to build an emotional connection with users—showcasing that Munchkin’s care extends beyond families to the protection of wildlife, with a portion of sales supporting IFAW’s mission.

Introduced a Shop & Explore module to provide a more personalized and engaging shopping experience. Customers can browse curated collections such as Trending, For Baby, For Toddler, For Kids, and For Mom. The product grid was enhanced with versatile cards to highlight Bestsellers, New Arrivals, and Website Exclusives. Additionally, media cards were integrated to promote Munchkin’s parenting podcast, enriching the experience with helpful, relatable content for caregivers.

Implemented a branded messaging carousel to reinforce Munchkin’s core values. Each slide highlights the brand’s commitment to innovation, safety, and thoughtful design—underscoring that every product is made with love and care to support families and their little ones.

Designed and implemented the 'Why buy Munchkin' module to highlight the benefits of purchasing directly from munchkin.com—emphasizing low shipping thresholds, support for the brand's social responsibility efforts, and access to responsive, personable customer service.

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