Redesign: Munchkin Product Details Page Template

Designed a scalable template system to support Munchkin’s 158-product catalog.

Role

Senior Digital Designer, UI/UX

Industry

Retail: Infant and Toddler

Tools

Figma, Adobe Creative Suite

The Challenge

User research showed that parents often turn to trusted brands they already know, valuing innovation only when it offers clear, real-life solutions. With 158 products across six main categories, Munchkin needed a cohesive design system that could scale across simple, configurable, standard, and premium products—while clearly educating users and supporting confident decision-making. The solution required an atomic component system flexible enough to handle diverse content types while maintaining a consistent, intuitive experience.

The Goal

Redesign Munchkin’s Product Detail Page template to enhance product education and showcase real-life applications, particularly for innovative products like the Flow Nipple Shield +. Improve content strategy to highlight product quality, safety, and materials, making everyday use clearer for families. Develop a more engaging Benefits & Features section incorporating statistics, customer insights, and rich media, including imagery and video, to drive deeper engagement.

The Challenge

The Goal

(L) to improve clarity, trust, and conversion. • Refined headlines and highlighted the product’s key innovation to better communicate its unique value. • Clarified that free shipping still applies, even though the product is one cent below the threshold—addressing a potential customer concern. • Added helpful links for replacement parts and a “Find Your Size” guide to support the post-purchase experience. • Introduced intuitive size selectors and implemented color swatches across related PDPs for visual consistency. • Designed and added safety assurance icons with supporting text to reinforce product trust.

Redesigned the Benefits & Features component to be more engaging and informative. Integrated statistics, customer insights (when applicable), and product + lifestyle imagery and animated GIFs—to better showcase value. Added supporting disclaimer text for transparency. Ensured the component was fully responsive and scalable across all device sizes.

User research revealed that caregivers value seeing products in action before purchasing. To support this need, introduced a “How-to-Use” videos section featuring educational content that demonstrates product functionality and builds user confidence.

Showcased authentic testimonials from real moms and lactation consultants in an interactive carousel to build trust and social proof. Included a clear CTA linking to a dedicated page for healthcare professionals with additional product information and clinical studies.

To encourage product discovery within the Flow line, I designed a split-screen cross-sell module highlighting the Lactation Kit—which includes both a breast pump and milk collector—offering customers a seamless way to explore complementary products.

(L) Separated FAQs into a dedicated module to improve user accessibility and reduce cognitive load, rather than combining them with Specifications and Support. (C) Enhanced product listings by introducing attribute flags like "Web Exclusive" and "Bestseller" to highlight key product features and drive engagement. (R) Streamlined the Reviews & Questions section by showcasing up to five of the most recent reviews, minimizing page scroll while offering an expandable view for full access.

Outcome

Increased user journey completion rate from product page to shopping bag by: +20%
Quick add-to-shopping bag, trust signals, reviews, etc.
Achieved a sales increase in the Infant Nutrition category by: +10%
Clarified product value and simplified purchase
Reduced bounce rate on the product pages by: -15%
Due to better content hierarchy, imagery, and clearer CTA/buttons