Parents.com Like a Mother

Ellie’s role: Creative Direction, Graphic Design, User Research

As Design Director of Ad Product, I lead our Product Designer in designing this agentic experience as part of a 3 year, $23MM campaign. The experience is designed to present a user-specific selection of articles, tips and products from a large pool of content that was carefully curated by the Parents editorial team and People Inc. Studios team.

With our concise set of components, and targeting data from the People inc. content portfolio, the Ai can act like a librarian; pulling and populating content into the page, for a deeply personalized yet clean and lightweight user experience. The campaign is achieving sustained growth in conversion and engagement through phased UXR, with over $21MM already earned in its first 6 months live.

User Flow

Users can explore infinite content using the agentic search. Their experience is personalized by the selections they made before arriving to the page, and are adjusted further as the user continues to engage. The Ai can determine the user’s “need state” or persona, guiding the user through the experience with products and content most relevant to their needs.

Working with Constraints:

Retailer integration is limited to a mutual establishment between retailer tech and our pricing and production team. We had the ability to build local carting with Walmart and Target, but enabling Amazon and Instacart shopping requires affiliate links and a different user flow. Our concise set of components allowed the user to view the different options in a visually consistent and clear way.

This project became part of a larger agentic content product at People Inc. Read on for more!