Background

Frida is a well-recognized brand in the baby space, and for great reason. Their products appeal to mothers everywhere with their clever, and honest brand personality. Frida decided to make the shift from being a purely e-Commerce site into an educational platform, so our focus was centered around redesigning the global navigation to highlight their two brands Frida baby and Frida mom.

Solution

Redesign their current site. We conducted stakeholder interviews, created user journeys and wireframes to give the best possible experience. We also created a highly customizable global module system so the team could easily manage products and content long after the new site was launched. We then restructured their global navigation to create clear paths for users who wanted to shop and users who were looking for product/parenting information.

Homepage

We brought Frida's honest and playful brand personality to life while supporting their shift toward education. The design offers clear paths to Frida Baby and Frida Mom, balancing product discovery with educational content for a seamless user experience. Features like email sign-up and social prompts enhance engagement, while intuitive navigation ensures ease of use.

Frida Baby

It serves as a dedicated entry point for all things Frida Baby, acting as a homepage that centralizes product discovery, educational content, and seamless navigation for the Frida Baby brand.