College Baby
College Baby is an e-commerce platform specializing in custom baby clothing featuring licensed college sports teams. I improved the platform's efficiency and usability by streamlining user flows and creating a more intuitive shopping experience.
Role
UI/UX Design Lead
Teammates
1 Client Facing Manager
1 Technical Project Manager
3 Developers
Project Duration
4 Months
The Problem
College Baby offers highly customizable collegiate baby apparel, making its e-commerce experience more complex than a traditional retail platform. As the business grew, its existing website became increasingly outdated, difficult to scale, and inefficient for managing configurable products and evolving customer needs. To remain competitive and support future growth, College Baby sought to modernize its platform with a more scalable, user-centered solution that improved operational efficiency, simplified product customization, and delivered a better overall shopping experience.
The Solution
The shopping experience was completely reimagined to help customers find and purchase products with greater speed and confidence. Multiple intuitive, one-click pathways guided shoppers directly to the products they were looking for, while a streamlined purchasing flow reduced friction throughout the ordering process. The redesigned platform also introduced scalable features to support future promotional campaigns, personalized offers, and customer loyalty initiatives, making it easier to drive repeat purchases and adapt to evolving business needs.
