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.
User Research in DScout
Dscout is a remote user research platform that helps us gather real-world insights directly from participants. We were able to recruit targeted users, run diary studies, collect video feedback, and conduct live interviews to gather qualitative data that informed our design decisions. We that learned users connected best with experiences that paired products with credible content, and related to them on a personal level.
“I love it. It gives me chills, honestly… See this, right here? 'We see you, mama. Exhausted, exhilarated, still you, but someone new.' It’s definitely the struggle I’m facing. I’m blessed but I’m stressed. So it's really honoring that… I think what this overall is sending me is like some quick easy, not only reminders, but solutions to getting a little bit of you back, but still kind of aligning in this motherhood phase of life.” - Heather C.
“All of the problems that you face in motherhood, especially postpartum. You’re super dry because you’re breastfeeding, so the moisturizer was great... And then I I loved this. I actually read the postpartum sweat solution first, and then I looked down and I saw this deodorant spray because it's definitely very appealing to a postpartum mom. I like that these three products were right there, and then I was gonna look down and see what else you can help with." - Liz W.
This project became part of a larger agentic content product at People Inc. Read on for more!