Bringing to Life the Magic of Mom-and-Baby Moments
Avon decided to acquire Tiny Tillia in order to target “New Moms” and “Moms-to-Be,” who are proud to be considered intelligent, modern, and stylish. The design concept was to create a stylish, whimsical ecommerce destination with adorable characters that brought to life the magic of mom-and-baby moments.
The Problem:
Tiny Tillia targets parents and caregivers looking for baby products, which is a departure from Avon's traditional focus on beauty and personal care items. The buying motivations and behaviors of parents purchasing baby products can significantly differ from those buying beauty products. This difference includes factors such as safety concerns, product information needs, and emotional engagement.
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Our Role
As Principal Lead Product Designer, we handled User Research/Interviews, Persona Creation, Facilitation of User Journey Sessions and other alignment workshops, Information Architecture, User Flows, Wireframes, Design, Prototyping, Mobile Production, Multimedia Production and User Testing
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Discovery
During the discovery process it was critical to understand the full scope of integrating Tiny Tillia into Avon's larger ecosystem.
These were some of the key insights from this exercise:
- We found differences in the needs and behaviors of Avon’s existing customers compared to Tiny Tillia’s target audience. This includes purchasing motivations, product usage patterns, and preferences which are essential for tailoring the user experience.
- Discovered the current technological capabilities of both Avon and Tiny Tillia had gaps in e-commerce functionalities, mobile responsiveness, and backend integrations that needed to be addressed to support a seamless user experience.
- Engaged various stakeholders (such as marketing, sales, IT, and customer service) to expose differing priorities and requirements. These insights were crucial for aligning the project goals with organizational objectives and user needs.
- Also in this process, inefficiencies surfaced in current workflows that could be streamlined. Understanding these operational details was key to proposing effective design solutions that could improve productivity and user satisfaction.
- Uncovering how Tiny Tillia’s brand elements and customer engagement strategies can be integrated with Avon’s existing brand without diluting its unique appeal.
- Incorporating Tiny Tillia into a direct selling framework introduced the challenge of equipping sales representatives with the tools and knowledge to effectively sell baby and child-focused products, which might be a new category for many of them.
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The Answer
After going through the process of analyzing the quantitative (Analytics) and qualitative (Surveys and interviews) data, the only answer was to create new Tiny Tillia’s by Avon offerings for scale. This meant:
- Design a scalable e-commerce platform that supports increased traffic while maintaining a smooth, responsive user experience that meets the expectations of both Tiny Tillia and Avon customers
- Ensure that the integration of Tiny Tillia into Avon’s existing systems provides a seamless user experience, with particular attention to consistency in account management and product information across platforms
- Utilize user research to design personalization strategies that effectively address the diverse needs and preferences of Avon's broad customer base, enhancing engagement and satisfaction.
- Design intuitive tools and resources for Avon’s sales representatives to help them effectively understand and sell Tiny Tillia products, incorporating elements like mobile accessibility and easy-to-use interfaces.
- Design a cohesive brand experience across all digital touchpoints, ensuring that marketing and branding are consistently integrated into the UX, enhancing the overall brand narrative and user engagement.
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New UX Direction
After going through the necessary processeses in the launching of Tiny Tillia by Avon, the new UX direction focused on a seamless, personalized, and engaging shopping experience:
- Crafting a cohesive user experience that harmoniously blends Tiny Tillia’s playful and child-focused branding with Avon's sophisticated aesthetic.
- Given the mobile-first tendencies of modern consumers, particularly young parents, prioritize the development of a responsive, fast, and easy-to-navigate mobile platform.
- Create personalized shopping experiences for different user segments. For Tiny Tillia, this would include recommendations based on child’s age or developmental stage,
- Implement feedback mechanisms to continuously collect and analyze user input, using this data to refine and enhance the UX over time.
- Building robust support systems and community forums where users can exchange advice and gain support, fostering a strong community network.
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Who Are We Aiming For
Based on the interviews we were able to ascertain three groups to focus on:
Sarah, The New Mom
Age: 28
Goals:- Detailed Product Information: Sarah looks for comprehensive product details, including materials, safety features, and user guides, to ensure the products meet her high standards for safety and quality.
- Educational Resources: She values educational content that can help her prepare for the arrival of her baby, including how-to guides, product usage videos, and expert recommendations.
- Personalized Recommendations: Sarah seeks personalized shopping experiences that can suggest products based on her specific needs and preferences, helping her make informed choices.
Emily, The Expectant Mother
Age: 32
Goals:- Find Quality and Safe Products Quickly: Emily wants to easily locate products that are safe and of high quality for her baby, utilizing trusted reviews and clear safety information to make quick decisions.
- Streamline Shopping Experience: She needs a fast, efficient checkout process and an easy-to-navigate site layout to fit her shopping into a busy schedule.
- Access to Parenting Tips: Emily appreciates educational content and tips that help her use products effectively and enhance her parenting skills.
Joan, The Avon Sales Representative
Age: 29
Goals:- Learn Product Details Quickly: Joan aims to quickly familiarize himself with the Tiny Tillia product line to competently recommend and sell these products to his customers.
- Access Effective Sales Tools: She needs access to sales tools like brochures, product demos, and training modules that are easily digestible and can be shared with customers to boost her sales efficiency.
- Track Customer Interests and Trends: Joan wants to track what products her customers are most interested in and any emerging trends to tailor her sales approach and stock the most relevant items.
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Setting The Product Foundation
Wireframing
After getting into alignment with the stakeholders involved, we were able to begin sketching out the visual architecture of the product in order to bring the design to life.
