Skip to main content

Playtex

Earning Consumer Trust

Guiding new and expectant mothers through finding the right nursing bra.

Playtex Nursing desktop and mobile websites

Client

Playtex

Industry

Intimates

Services

  • Content Stragegy
  • Copywriting
  • UX Design
  • Visual Design
  • Front-End Development

Technology Platform

IBM Websphere

Project Approach

Research-Driven Decisions

We began the project by analyzing product information, subject matter research, and consumer research. Our consumer research revealed a key insight: As consumers, expecting parents place emphasized value on trustworthiness and knowledge. In a potentially overwhelming new purchase environment, consumers were looking for the brand that best supported them. This insight guided our content strategy, content development, and design decisions.

Learn More about Our Process Download Case Story as a PDF

Results

8:10 Average Time Spent on Page

Ecommerce Strategy

Omnichannel Connection

This page is an online extension of the in-store experience. Store signage and product tags direct users to the page, which has two roles. First, it helps users quickly make informed purchase decisions while in-store. Secondly, the page’s educational content gives them a reason to come back to the site and re-engage with the brand.

iPhone
Playtex Nursing mobile website

UX Design

Personalizing the Experience

Our design asks visitors to choose if they are expecting or nursing. We then offer tailored content about the body changes they may be experiencing and which product features may be most helpful, as well as providing sizing guidance.

section of Playtext Nursing website focusing on expecting mothers
section of Playtext Nursing website focusing on nursing mothers

Content Strategy

Building Trust Through Knowledge

In addition to product information, we developed informative content about the experience of nursing to help prepare expecting mothers. We organized the content into clear sections and digestible pieces to avoid overwhelming visitors. Our goal was for them to feel informed and supported by the brand.

Copywriting

A Delicate Balance

The copy has an empathetic voice, fitting for a sensitive subject. It reinforces Playtex’s role in providing comfort and support for a mother’s journey.

section of Playtext Nursing website focusing on nursing bra details
A feature section that describes the benefits of each product feature.

Results

656% Higher time spent on page compared to the rest of the OneHanesPlace site