Danone Aptaclub
Redesigning a pregnancy membership site for retention, and for mobile.
- Role
- Lead UI/UX Designer & Visuals
- Process
- Journey mapping, wireframing, user testing, UI kit, visual design, retention strategy, personalisation design
- Client
- Danone, with Zoo Digital
Aptaclub is an expert-knowledge membership site that supports women through pregnancy, with nutrition advice, a guide to the baby’s growth and a forum.
Working closely with Zoo Digital and Danone’s marketing team, we redesigned it from the ground up.
Make it responsive
It started with a responsive problem. The analytics showed the site had become a mobile-first destination, but it didn’t work well on mobile.
That kicked off a full redesign: a responsive site with new information architecture, most of the under-performing content removed, and a sharper focus on articles as an expert-knowledge destination.
Audit, then wireframes
Danone’s client services team had already run user interviews and stakeholder sessions, which led to the decision to become a knowledge-expert platform. We reviewed the site and its analytics with stakeholders, audited what was and wasn’t working, and ran user surveys and task analysis.
With the new architecture in place, I created responsive wireframes in Axure, tested them on usertesting.com and iterated on the feedback, then built a mood board to shape the final visual and UI design.
The growth timeline
Danone has a robust brand style guide, which we built the design on. One thing we kept from the original site was the interactive timeline showing the baby’s growth at each stage.
Getting it right was a challenge, so we ran a workshop with the agency to explore several designs before aligning on one.
Wireframing the flows let us tweak layouts with the client before layering in the visual direction.