Simplifying the Shop Experience for Parents

Company: Little Joys
Role: Product Designer

| About the Company

Little Joys is a wellness brand offering nutritional products for children — covering everything from immunity boosters to weight gain solutions. The brand’s focus is not just on selling health products, but helping parents build better health journeys for their kids.


| The Problem

Parents came to the app to help their child — but left confused.
They couldn’t easily figure out:

“Which product is right for my child right now?”

Instead of exploring, they dropped off. The lack of a familiar, structured shopping flow created cognitive friction — and ultimately, lost revenue.


| The Solution: A Familiar, Friction-Free Shop Layout ✅

I redesigned the Shop page by applying Jakob’s Law — a UX principle that says users prefer interfaces that feel familiar based on past experiences.

Instead of reinventing the layout, I:

  • Mirrored common e-commerce patterns like horizontal scrolls, filter tabs, and category segmentation

  • Structured the layout to match user mental models — “Shop by concern” (Immunity, Growth, Fussy Eating, etc.)

  • Added visual clarity with icons, age group filters, and use-case categories

This helped users find what they needed faster — and boosted purchase confidence.


| Behind the Scenes: Keep It Familiar, Not Fancy 🔍

  • Mapped user behaviour from 10+ e-commerce and D2C apps like Amazon, Swiggy, Zepto

  • Conducted quick usability tests using internal feedback loops

  • Avoided over-designing — focused on pattern recognition over novelty

  • Prioritized speed and comfort over delight, since parents often shop in distracted moments

The core insight?

“Sometimes, good UX is about not making the user think at all.”


| Metrics & Outcomes 📊

  • +22% increase in product discovery clicks per session

  • +17% improvement in add-to-cart conversions

  • Average session time on shop page increased by 31 seconds

  • Bounce rate on shop page dropped by 19%

  • Support tickets about “which product to choose” reduced noticeably


| Conclusion 🎯

By simplifying the shop layout and following user intuition instead of design trends, I turned confusion into confidence.

Parents didn’t just browse more — they bought more.
Not because we invented something new, but because we respected what already worked.


| What’s Next

  • Add personalized product tiles based on child’s age & profile data

  • Introduce AI-powered “suggested bundles” based on concerns selected

  • Enable filters for allergies, preferences, and sugar-free options to enhance trust

  • A/B test a quick quiz-to-shop flow to guide first-time users

Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup
Project showcase laptop mockup

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