Project Overview
A complete redesign of the Huggies consumer website focused on improving user experience, increasing engagement, and driving product discovery for parents.
Technologies Used
My Role
- UI/UX Design
- User Research
- User Testing
The Challenge
The Huggies website had grown bloated over time—stacked with years of content, outdated templates, inconsistent UI elements, and a navigation system that made it difficult for users (especially new parents) to find what they needed quickly. With millions of annual visitors, the stakes were high: the site needed to balance brand storytelling, educational content, and product promotion without overwhelming users. The biggest challenge was creating a user experience that spoke to stressed-out, sleep-deprived parents—often visiting the site for help, guidance, or reassurance—while also modernizing the backend and visual system to match current UX standards and brand tone.
The Solution
We began with in-depth user research and analytics reviews to understand where users were dropping off, where they were engaging, and what information they were actually looking for. Key insights included the need for faster access to age-specific content, clearer product explanations, and softer, more empathetic tone throughout the experience. We restructured the site architecture to prioritize parenting guidance and product relevance by life stage, not just product lines. From a visual and technical standpoint, we rebuilt the site using our enterprise component library, ensuring consistency, accessibility, and scalability across global markets. Modular content blocks and dynamic page templates gave regional teams flexibility without sacrificing cohesion. Special attention was given to performance and mobile UX, knowing that most users are visiting during chaotic parenting moments—from their phones.
The Results
The redesigned Huggies site delivered a significantly more supportive, modern, and usable experience for parents. The new IA made it easier to access parenting content by stage and need, while the refreshed UI elevated trust and visual appeal. Product pages became more conversion-focused without losing their educational support tone, and performance optimizations improved speed and engagement across mobile. The redesign also served as a benchmark for other global Kimberly-Clark brands, demonstrating how to modernize legacy content-heavy sites while still deeply honoring the emotional state and needs of the user. The average time on site increased by 30%, and the bounce rate decreased by 35%.
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