My Role

As lead product designer, I partnered closely with the VP of Product to define feature requirements and roadmap key experiences. I also worked with the VP of Marketing to align the UX and UI with business goals and KPIs — particularly around conversion and subscription sign-ups. My responsibilities included:

• Leading the end-to-end UX and UI redesign across desktop and mobile
• Creating a flexible design system and visual refresh aligned with brand evolution
• Designing the new subscription selector, updated PDPs, and an onboarding quiz
• Collaborating with engineering to ensure implementation matched design intent
  

The Challenges

In a saturated baby food market, the brand needed to present easy-to-understand nutritional guidance while building trust in Yumi’s science-backed, expert-developed meal plans. A core challenge was helping parents feel confident in their choices without overwhelming them with information or options.

To address this, we introduced a guided quiz experience designed to provide clear, step-by-step support based on the baby’s age and stage. The quiz simplified complex decisions — from choosing the right meal course to understanding portions and subscription timing — allowing parents to check out confidently without needing to navigate traditional PDPs. By reducing decision fatigue and clearly communicating value, the experience made it easier for new parents to take action with confidence.

Design Objectives

A core goal of the redesign was to build confidence through clarity — simplifying decisions for parents while reinforcing Yumi’s authority in child nutrition.

• Clarify the Value Proposition: Clearly differentiate Yumi’s offering with educational content about nutrition, ingredients, and developmental benefits.
• Simplify Subscriptions: Design an intuitive subscription model that communicates meal plans, portion sizes, and delivery cadence clearly — especially for first-time parents.
• Optimize for Conversion: Reduce friction across the purchase flow, from PDP to checkout, and add a quiz that enables quicker decisions and skips unnecessary steps.
• Refresh the Brand Experience: Evolve the visual language to feel clean, premium, and supportive — reflecting the trust and care parents expect.
  

Key UX Enhancements

• Subscription Selector on PDPs: A modular, easy-to-scan UI component that lets users compare plans, adjust portions, and understand delivery frequency at a glance.
• Conversion-Optimized Quiz: A guided flow that recommends products based on age and preferences, allowing users to bypass the traditional PDP for faster checkout.
• Educational Content Integration: Contextual callouts, ingredient benefits, and nutritional info built into the shopping journey — without overwhelming the user.