on a mission to make mums and dads’ lives easier ShippingPaymentsSubscriptionsUser Experience New Arrivals Tommee Tippee is on a mission to make mums and dads’ lives easier as they embrace the rollercoaster of raising a family, and since 2019, we’ve made this our mission too! Mayborn Group’s Tommee Tippee brand is famous for spill-proof cups, which they patented circa 1950. Since then, their range has continued to expand and now includes many high-quality staples such as feeding bottles, sterilisers, and the cutest sleeping bags. User Experience Product Description Pages Product description pages (PDP) are the final moment of truth for the shopper: to buy, or not to buy When designing a new PDP for Tommee Tippee, we implemented hero pictures, alongside smaller thumbnails that users can expand on. This enables users to really explore the product from different angles and make a solid decision before adding the basket. And if they do buy it, they’re less likely to return it. More margins, more profit (!) In addition to pictures and thumbnails, short descriptions and key info such as shipping estimates, we implemented recommendations in the form of “Frequently Bought Together”, helping parents explore items they didn’t know they needed. User Experience Product Cards Product cards are very useful for Tommee Tippee’s customers, as baby products are very considered, often technical purchases. Product cards for Tommee Tippee now feature all the useful bits, such as key product benefits, technical information, shipping information, video, product-specific Trustpilot reviews, Q & A, and links to their customer service team. Now, users have all the information they need to carry on with their purchase or continue shopping for alternatives. Neat! User Experience Configurable Bundles of Joy Bundling is a fantastic feature for new parents, who are often learning about all the things they didn’t know they needed when raising their first child. By implementing product bundling, Tommee Tippee can curate product bundles that suit particular use cases such as “sleeping”, “feeding” or “nursery prep”. They can also make great gifts! Product description pages for bundles also allow users to select different variants for each individual product, such as size or colour. And, did you know yellow and green are the most popular baby colours (after blue and pink)? Subscriptions Subscribe to Save Parents often need to buy the same products over and over. Subscriptions are perfect for these customers, as they offer convenience. And because subscriptions increase lifetime value, merchants can often offer better value, another win-win for the customer-merchant relationship. By implementing a subscription widget on the Product Description Page, parents can now sign up for recurrent deliveries and choose their preferred frequency. This way, they can conveniently receive new orders without purchasing, as well as edit or cancel their current subscription, if things change. We also implemented a set of controls from the admin dashboard, so that Tommee Tippee can configure and edit all the automated email flows associated with new or existing subscriptions, as well as adjust shipping, payment methods and frequency intervals. And with subscription data available at the customer level, we can now analyse the impact of subscriptions to purchase behaviour and lifetime values. (spoiler alert, it’s fantastic) Payments Apple Pay Integration Express mobile payments can do wonders for conversion. We integrated Tommee Tippee’s checkout with Apple Pay, offering secure, quick and convenient payment methods to mobile and Mac desktop users. With 500m users globally and just under half of the iPhone users’ market share, Apple Pay is a must-have payment method, yet only an estimated 40% of merchants have this enabled on their sites Payments Payment Methods To make transactions as smooth as possible for ready-to-buy customers, we worked with Adyen for payments. We also integrated the platform with Google Pay for a convenient checkout experience. In addition to this, we integrated with Klarna, to offer an interest-free deferred payment option. Shipping Return Management Returns were a source for customer complaints in an otherwise easy to use and enjoyable customer experience. With a strong focus on customer satisfaction, we wanted to tackle this pain point, despite the complexities involved. After mapping out the ideal customer journey with minimal steps, we completely redesigned the returns experience, integrating with Hermes Parcel Drop Off service. We conducted user research before, during and after the design, finishing with prototype testing, before pushing it live. Customers loved the new process for returns for its simplicity and convenience. Wahoo!
