Los Angeles Web Design Zuno Studios

Innovative Baby

Challenges

Innovative Baby, a boutique baby store whose focus is baby products that are innovative in their design and/or function, had a website that was not reflective of their brand and whose design was difficult to navigate by the end-user. The complaint that they received most often from their online customers was that it took too many clicks to get to where they wanted to go on their site. Customers wanted a quicker, easier way to shop. The existing website also lacked elements that would help Innovative Baby stand apart from their competition and increase brand loyalty. There was nothing special about their site that would make someone want to visit them versus Babies “R” Us or other boutique baby shops. On the administrative end, the website was developed in a way that made product management and website maintenance complicated, costly and frustrating. It was difficult for their staff to add or remove products, manage inventory or update the home page.

Strategies

Zuno Studios redesigned and developed a new website that reflected the innovatory philosophy that differentiates Innovative Baby from its competitors. Developing a design that was well-organized, clean and easy-to-use was top priority. In order to make shopping quick and easy for customers, we implemented drop down menus that allow customers to get to the product they want in a minimal amount of clicks.

In an effort to increase brand loyalty we proposed a few concepts that make Innovative Baby more than just another baby store. Two of these additions to the website are the weekly Innovative Baby blog and Innovative Poll. These elements, which both focus on parenting issues, provide users with a reason to come back and visit the website on a regular basis and allow Innovative Baby to become a resource as opposed to just another vendor.

A big part of the redesign was a custom-built Baby Registry component. In addition to redesigning and redeveloping their existing registry, we added the Complete Registry Checklist, Registry Tips and the Registry Completion program. These features help those who are having trouble deciding what to register for, giving users further incentive to register with Innovative Baby.

Developing the new site in a content management system simplified the product management and overall maintenance of the website. After training the client on how to work with the content management system, they can now update the website internally making it quick and inexpensive to keep the information current and fresh.

Awarded: In December 2008, Innovative-baby.com was named Best Retail site at the CMS Expo 2008.

This project showcases all of the services Zuno Studios has to offer you, from copywriting and concepting to design and development. If you have any questions on the case study above or if there is something we can help you with, please contact us