Developing New Products for Parents
The Challenge
In 2023, through a contract with Omnicom’s Digital Product Agency, we were 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.
Our 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, we translated the designs 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 project 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.
Key Outcomes
- Comprehensive user research with hundreds of expectant and new parents
- Prototype designs validated through iterative user testing
- Cornerstone of broader digital strategy targeting 50% of sales via e-commerce by 2025
- Expanded global presence and stronger, more personalised connections with their audience
- Growing market share and sustained dominance in key product categories despite intensifying competition
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