Revamping A Maternity E-Commerce Experience

By applying a user-centric approach, I designed key features to help a brand  address problems of its users,  reinforce brand identity on their new website and boost sales of their products.

MY ROLE

I was solely responsible for the redesign of this website. To gather insights for this redesign, I analyzed the former website for possible improvements and conducted desk research and stakeholder interviews. Throughout the design process, I closely collaborated with a copywriter & stakeholders. During development, I helped developers with assets and verify the responsiveness of the new website. 

DURATION

6 weeks - Sept 2021 to Oct 2021

TEAM

Akash & BrainoidTech team

ABOUT THE CLIENT

MyDvija provides an array of maternity services such as in-person consultation, online courses & range of natural maternity products.

INTRODUCTION

Challenge

This project started with the stakeholders approaching our agency and requesting a fresh redesign of their existing website. They had their website re-designed several times before but ended up unsatisfied every time. So, creating something new & fresh was a big challenge.

Some reasons they wanted this revamp were: poor visitor count, issues with e-commerce functionality, and poor brand value reflection in their web presence. The previous website version was also cluttered with information that was all over the place and the architecture was unstructured. Due to this, users would have trouble navigating the website & would rather end up calling their offices asking for information verbally.

Approach

The ultimate goal was to design high-fidelity prototypes of the new website design. Still, the key step to achieving that was to identify web features that would add value to MyDvija's users. The research phase in the design process was dedicated to identifying these features which would end up being a crucial part of this new website design.

RESEARCH

Identifying Business Goals

It was crucial to understanding the goals that stakeholders were looking to achieve with this website redesign. In addition to being business-specific, these goals were "their vision" of how they wanted their brand identity to be portrayed online. To understand these, I had a one-on-one interview with the founding stakeholder.

Below are the key insights I derived from our hour-long interview.

Stakeholders want to -

Tell a story about their brand

Inform about their maternity courses & initiatives

Boost online sales of their products

Minimize webpages & make content scannable

Prioritize visual aesthetics & simplicity

Understanding Users

Since this was a niche user category consisting of women in various pregnancy stages, I prioritized time for user research to understand their needs and frustrations.

Moreover, I was looking to narrow down this user type so I could understand their personas better. At this stage, I requested stakeholders for all pieces of feedback they ever received from their customers. This helped me acquire more insights in the form of testimonials of past users and responses to feedback forms from their previous website.

I would have loved to arrange a few interviews but due to a strict deadline, I had to rely majorly on existing data and whatever I could get my hands on.

INSIGHTS

Key Insights

User Categories

Based on research, I identified four user categories relevant to MyDvija which were defined by how further along a woman was in her pregnancy journey. I dived deeper into them by building hypothetical personas based on online desk research & identifying differences between them. This would eventually help in ideating features & design patterns for the new website.

Hypothetical Personas

Qualitative User Insights

Based on the stakeholder interview, user testimonials, and feedback forms, I derived insights that would prove constructive to ideating features & solving problems for our users. These insights are -

Our users don't want to waste time. The quicker they can get help, the better.

Our users have basic knowledge related to pregnancy via social media. They find value in what makes the brand (MyDvija) different.  

Our users don't cost-cut with maternity products & always prioritize trusted ones.

Our users trust in & make decisions based on word-of-mouth testimonials.

Information Architecture

I prioritized both business goals & user problems while sketching the information architecture. On one hand, stakeholders were keen on boosting registrations for their in-person courses while frustrated users wanted to find materials that relate to them quickly.

So, I addressed these concerns using a category-based approach to help users conveniently find the information they seek. These categories are based on four personas identified earlier in the research phase. I closely collaborated with the content writer to streamline the brand ethos with the new design.

In the IA, the numbers below 'user categories' represent four user categories where the corresponding content is presented to the user accordingly. This will be clearer moving deeper within the case study.

DESIGN

Sketches

Defining Visual Language

Key Features & Prototypes

Landing Page 

 The nav bar lets users explore the site, manage their accounts, and view the shopping cart. 

With the hero image carousel on the landing page, we are educating users about what MyDvija is and the bold image of a mother and a baby speaks for itself. The "View Our Courses" call-to-action button directs users to the courses page.

The "4 boxes" below the carousel educate users that MyDvija has solutions for all these stages of pregnancy and links to relevant pages.

On scrolling, this section informs users about the brand vision.

The custom-designed graphic visual aims to build empathy with the user & convey that MyDvija understands their problems.

⬅️ The final section of the landing page helps users know more about services and provides them with a clear CTA to various website sections by using hyperlinks and buttons. 

The footer is designed to visually enhance the brand logo and mirrors key links of the navbar keeping users informed. 

All Courses Page

What happens when users click on one of the boxes or hyperlinks on the landing page?

They are redirected to designated anchors tags on the all courses page.

This page puts together all courses enclosed in cards separated by the four categories.

Course Details Page

What happens when users click on one of the course cards?

⬅️ They are redirected to the course page where they can access information about that specific course using a secondary navigation bar. Each course page is custom designed using design patterns which include pre-defined elements such as - 

• About the course
• Course structure
• Key highlights of the course
• Testimonials by real clients with their photos
• Frequently asked questions
• Product carousel relevant to users interested in that course

Homepage Design Iterations

LETS CONNECT!

© 2026 All Rights Reserved. Built by Akash Rode. Images and content may be subject to copyright.