Giving parents clear reasons to bring diversity to their bookshelves

Giving parents a clear reason to teach diversity

B2C | responsive web | landing page, product page

Overview

CLIENT

Little Feminist is a monthly children book subscription that deliver books with inclusive characters and themes (eg. cultural diversity, LGBTQ families, disabilities, & more).

Little Feminist is a monthly children book subscription that deliever books with inclusive characters and themes (eg. cultural diversity, LGBTQ families, disabilities, & more).

ROLE

Product Design Consultant

SCOPE

UX Research, UI/UX Design, UX Writing, Visual Design, Branding in 7 weeks
(Status: Delivered + Shipped)

Context

Parents are unsure what they're getting when subscribing to Little Feminist.

BACKGROUND

The confusing copy and misleading images on Little Feminist's homepage have contributed to a 42% drop-off rate. Potential subscribers have also turned away due to the inconsistent pricing shown on the homepage and product page.

HYPOTHESIS

Being clear on what each box comes with and how much they pay will reduce the drop-off rate and increase conversion.

PROBLEM STATEMENTS

How might we redesign the home page and product pages so users are clear on what they'll get when they sign up for a subscription?
How might we present the different subscription plans so users understand how they differ and amount they are charged at time of payment?
How might we improve the navigation between the home page and the 3 different product pages for better browsing experience?