Tommee Tippee: New Product Development
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Case Study: Defining a Digital Product Strategy for Tommee Tippee
In 2023, The Product Bridge, through a contract with Omnicom’s Digital Product Agency, was engaged to help shape Tommee Tippee’s digital product strategy as part of their ongoing digital transformation. The goal was to build a deep understanding of their core audience—new and expecting parents—and translate these insights into actionable digital designs that would support Tommee Tippee's expanding e-commerce ambitions.
Tommee Tippee’s brand ethos has always centred on supporting parents by making everyday life easier with innovative, thoughtfully designed products. However, as their ambitions grew to reach a wider online audience, they recognised the need to improve the digital experience to align with the needs and expectations of modern parents.
Approach
Our engagement commenced with comprehensive user research, engaging hundreds of expectant and new parents to gather qualitative insights into their digital behaviours, pain points, and aspirations. This research revealed critical themes around convenience, trust, and the desire for a personalised, community-driven digital experience.
Using these insights, we developed prototype designs for the new Tommee Tippee digital platform, which we tested iteratively with real users. Each testing round enabled continual refinement based on direct feedback, leading to a more intuitive and engaging digital experience. Once validated, the designs were translated into technical documentation and requirements to ensure a smooth handover to the development team at HYD, who implemented the designs into a fully functional platform embodying a parent-first, seamless e-commerce experience.
Results
Through this collaboration, Tommee Tippee enhanced its digital engagement with new parents, leveraging the new platform to increase its e-commerce market share within a highly competitive landscape. The redesign became a cornerstone of their broader digital strategy, aiming to drive 50% of all sales via e-commerce by 2025. This helped Tommee Tippee expand its global presence and build stronger, more personalised connections with its audience.
This project also supported Tommee Tippee’s digital transformation journey, positioning them to serve their community through content, commerce, and community-building—pillars that have become central to the Mayborn Group’s long-term vision.
The initiative's success is reflected in Tommee Tippee’s growing market share and sustained dominance in key product categories, such as feeding and nappy disposal, despite intensifying competition.
