Munchkin Product Listing Page

Addressing Key Conversion Challenges

Role

Senior Digital Designer, UI/UX

Industry

Retail: Infant and Toddler

Tools

Sketch, Adobe Creative Suite

Problem

User behavior on Category pages indicated a strong focus on browsing visual content, with minimal engagement with filters. On mobile, 50% of sessions on the Bath category page involved scrolling past pagination entirely—suggesting users either overlooked or found little value in the filtering tools. This behavior often led to shoppers getting stuck within specific collections or product types, potentially missing opportunities to explore related or alternative categories.

Goal

Enhance product discoverability and findability on Category Pages by guiding users into more intentional browsing experiences. Create opportunities to build product awareness and interest, while reducing reliance on traditional navigation. Strengthen motivation to purchase directly from Munchkin.com by reinforcing brand trust and offering clear incentives. Support confident decision-making by ensuring consistent, transparent product information that helps users quickly compare options and feel certain in their choices.

Problem

Goal

a cell phone with a yellow rectangular screen

• Introduced button-style category pills to encourage exploration of top categories and inspire product discovery across Munchkin’s broader catalog. • Implemented attribute flags to highlight key product distinctions such as "Web Exclusive," "New," and "Best Seller." • Improved mobile usability by surfacing color swatches, star ratings, and review counts directly within the product grid. • Refined the visual hierarchy by adjusting product image sizes, font scales, and element spacing to optimize vertical space for easier browsing and scanning. • Updated pagination styling to improve visibility and prevent it from blending into the white background.

• Developed a more intuitive and context-aware filtering experience, allowing users to shop by criteria tailored to each category. • Introduced age-based filtering with fine-tuned increments—from newborn (0 months) to 3 years and up in 3-6 month intervals—making it easier for caregivers to find age-appropriate products. • Added material-based filters (e.g., bamboo, BPA-free plastic, stainless steel) for feeding and cup products to support informed decision-making. • Implemented sticky Clear and Apply buttons for consistent, accessible control. • Designed a slide-out menu with a semi-transparent background, enabling users to view live updates to their filtered results while making selections—enhancing both clarity and confidence during the shopping process.

Enabled users to select multiple filter options simultaneously—for example, combining "12–18 Months" with "Color: Blue"—to refine product results more precisely. The updated Apply button dynamically displays the number of selected filters, providing immediate feedback. Once filters are applied, selections are clearly shown as pill-style buttons and reflected in the filter icon count, reinforcing transparency and giving users a clear sense of control over their browsing experience.

To enhance user engagement, introduced lifestyle imagery in desktop hover states—allowing users to see products in real-life use, which received positive feedback. For the launch of the new and web-exclusive Miracle® 360° Tie Dye Cups, designed custom pattern swatches to reflect the unique tie-dye variations, helping users better visualize product options and increasing visual appeal.

Outcome

Click-Through Rate (CTR) on Product Cards increased by: +20%
After visual and UX changes made with image sizing and adding lifestyle image hover states, adding labels etc.)
Filtering & Sorting Usage Rate increased by: +25%
After making filters more visible, mobile-friendly, and intuitively grouped and relevant
Time on Page increased by: +15%
The baseline was about 45 seconds and increased to about 60 seconds.