Enfamil
Site Redesign
CHALLENGE:
Redesign website to increase return traffic and engagement.
PROCESSES:
User research, wireframes, technical specs and iterative design.
SOLUTIONS:
Speaking with moms, pediatricians, and company stakeholders, we learned that infant nutrition is one of parents’ top concerns – both during pregnancy and after birth. Enfamil’s research in this area positioned them to be a key resource for parents, but their website was more focused on products than parental problem-solving.
We restructured the site to bring babies' feeding issues front and center, with top navigation access to knowledge areas like prenatal nutrition, baby nutrition, and feeding problems, as well as the more purchase-related "Why Enfamil" and product pages. We also introduced tools like tracking tools and reminders to keep track of dietary changes, doctors' appointments, and more.