Mamas & Papas
CASE STUDY
Company
Mamas & Papas is a leading UK-based nursery brand and retailer specialising in baby pushchairs, nursery furniture, clothing, and maternity wear. As one of the most well-known baby brands in the UK, their passion for parenting is evident in the advice they provide and the products they design.
Title(s):
UX Design Manager (Feb 2024 - Present)
Focus areas:
Mobile Optimisation, Product Discovery, App Information Architecture
From the very start of my time at Mamas & Papas, there was a major mindset shift needed around which device type we prioritised. Historically, design had been heavily focused around desktop but with the vast majority of traffic coming from mobile, this had to change. I shifted our focus to mobile-first optimisation and with a lean team, identified this as our biggest opportunity to deliver impact.
Alongside this, I introduced new approaches to product discovery and championed accessibility to create a cultural shift so it was no longer an afterthought but at the centre of everything we produce.
PDP Optimisation
GALLERY
With imagery being the main driver of product selection, our PDP gallery needed an upgrade. Previously, the mobile gallery was clunky and outdated, with a fiddly UI to navigate. This was also apparent from rage click data in Microsoft Clarity, which centred around the 'next' and 'previous' arrows, as well as heatmap data showing users clicking the 'Click image to zoom' label rather than the image itself.
Problem:
The mobile gallery was clunky and outdated, with a fiddly UI that was difficult to navigate. This was reflected in Microsoft Clarity rage click data, which centred around the 'next' and 'previous' arrows.
Heatmaps also showed users confusion clicking the 'Click image to zoom' label instead of the image itself, suggesting the label appeared to be a button.
Solution:
Introduced a best practice swipeable gallery to remove navigation frustrations.
Made the gallery full width to increase image size and improve swipe interactions.
Removed the redundant info icon containing the image description to simplify the UI.
Streamlined the image count and introduced a 'View gallery' button, opening a vertically stacked image view for quicker browsing.
Due to a development limitation, we couldn't introduce pinch-to-zoom. Instead, we redesigned the 'Click image to zoom' treatment to look more like a label and added a delayed fade-out animation to reduce user confusion.
BEFORE
AFTER
1.3%
(Data compared over a month period after launch)
STICKY ADD TO BAG
This was an obvious test, as many of our PDPs contain long product descriptions and additional content below the gallery.
To validate demand quickly, we kept the initial test simple with no additional product information. The sticky 'Add to Bag' appeared once users had scrolled past the in-page button.
Following a successful test, we plan to expand this to include product titles and pricing as part of the full PDP redesign, covered below.
0.98%
(A/B tested over a 4 week period)
PDP REDESIGN (AI)
A key initiative from the start of my tenure, we needed to accelerate delivery and identify UX pain points at the earliest point. I used Figma Make to rapidly create working prototypes and shape a new PDP experience, which is currently in development.
Problem:
Solution:
Improved the bundle selector to make it more digestible and include key missing information about what each bundle contains.
Added a dedicated 'What's in the bundle' section to clearly visualise the bundle components.
Shortened product descriptions and merged 'Dimensions' and 'Specifications' into a single tab using table formatting to make the information easier to digest.
Added a 'Features' carousel to better showcase the product and provide a more in-depth view of it's key features.
Introduced a reviews modal and in-page review callout.
Added trust signals around the 'Add to Bag' button to improve customer confidence.
⏳ launched solution & data coming soon…
Accessibility
Accessibility was a major focus to ensure it was no longer an afterthought, particularly as the business trades in the EU and is subject to stricter accessibility regulations. To drive the cultural shift needed, I delivered accessibility training across our digital and marketing teams whilst consistently championing best practice, improving compliance across our EU offering and raising standards for the UK site in preparation for potential future legislation.
Product Discovery & App Information Architecture
OCARRO 2 PUSHCHAIR DISCOVERY
The Ocarro 2 was one of our most anticipated launches, with the goal of upgrading how we showcase our pushchair offering and highlight its rich features.
Data and business goals showed we needed to maintain visibility and access to high-performing PLP and PDP pages to support conversion, while still delivering the product story without forcing content on users already ready to purchase, such as those who had seen the product in-store.
To achieve this, we introduced clear CTAs in the hero and towards the end of the page for quick product access. The main content featured looped video, animated product cut-outs, and annotated features to showcase the product whilst avoiding large blocks of text.
APP INFORMATION ARCHITECTURE
I was tasked with creating a user and platform friendly information architecture that provided product advice and parenting guidance.
This dynamic content was powered through our app agency portal, which has platform limitations. We optimised the available tools to create a clear structure and flow that aligned with the app’s core functionality and our brand.
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