Huggies Redesign

The Huggies website serves millions of parents every year. Over time, it had grown heavy with content, outdated templates, inconsistent UI, and a navigation system that made it hard to find what mattered most—especially for new, exhausted parents just looking for help.

The goal of this project was to modernize the experience, make content easier to find, and improve product discovery—without losing the emotional warmth that the Huggies brand is known for.

The problem

Years of content had piled up. Navigation was confusing. Templates varied wildly. UI patterns were inconsistent. Important information was buried.

For parents—often visiting in stressful moments, late at night, on their phones—this made the experience frustrating. They weren’t browsing for fun. They were looking for guidance, reassurance, or a quick answer.

The challenge was to simplify a massive, content-heavy site while respecting both the emotional state of the user and the scale of the business behind it.

Research

We started with user research and analytics reviews. We looked at where people dropped off, where they stayed engaged, and what they searched for.

Three patterns stood out:

Parents wanted faster access to age-specific guidance.

They struggled to understand product differences.

They responded better to a softer, more empathetic tone.

These insights shaped everything that followed.

Rethinking the structure

Instead of organizing content around internal product lines, we reorganized the experience around life stages. Parents don’t think in SKUs—they think in “newborn,” “toddler,” and “potty training.”

Navigation and page structure shifted to reflect that. Parenting guidance and product relevance were tied directly to age and need, making the site feel more like a helper than a catalog.

Design and system thinking

Visually, the site was rebuilt using the enterprise component library to ensure consistency, accessibility, and scalability across global markets. Modular content blocks and dynamic templates gave regional teams flexibility without breaking the overall system.

Every design choice aimed to reduce cognitive load: clear hierarchy, friendly tone, scannable content, and strong mobile layouts.

Performance mattered too. Most parents visit on their phones, often in chaotic moments. Speed, readability, and clarity were non-negotiable.

The result

The redesigned Huggies site delivered a calmer, more supportive experience. Parents could find age-specific guidance faster, understand products more clearly, and move through the site with less friction.

Average time on site increased by 30%. Bounce rate dropped by 35%. Product pages became more conversion-focused without losing their educational, empathetic tone.

Beyond the numbers, the project became a benchmark for other global brands at Kimberly-Clark—showing how to modernize large, legacy websites without losing the human side of the experience.

This project reinforced something I deeply believe: when you design with empathy, clarity, and real user needs at the center, both people and the business win.