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