NESTLÉ BabyNes | E-commerce Site & App
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PROJECT
Plan and design a website and app as part of an integrated digital plan for the U.S. launch of BabyNes, a premium infant nutrition system comprising six stages of single-serve formula capsules mirroring the composition of breastmilk, and a Wi-Fi enabled dispenser that recognizes each capsule and prepares the bottle hygienically with precisely the right dosage and temperature in less than one minute. (think Nespresso for newborns).
APPROACH
As BabyNes was previously available only in Switzerland and France, we needed to develop an immersive and personalized experience for a U.S. audience that would differentiate the brand. The content strategy entailed:
Content audit of European Babynes sites, identifying gaps and strategic development of U.S.-centric content consistent with omni-channel messaging framework..
Streamlined long-form narratives into easily-scannable messaging, incorporating infographics.
Developed narrative and interaction around the newly introduced Wi-Fi-enabled dispenser’s functionality and features.
Storyboarded new video adaptations of product demos and user testimonials, with a focus on value-add benefits and lifestyle impact.
Leveraged HCP assets highlighting ways in which BabyNes formulas meet growth and development needs, providing critical credibility.
Identified and incorporated Gerber functionality enabling appointment scheduling with registered dietitians specializing in infant and toddler nutrition.
OUTCOME
Successfully supported new product launch in the U.S. market. Website served as template for rapid product introduction in Hong Kong and China.
SERVICES
Content Strategy, Editorial Strategy, SEO, Social Strategy, UX Design, Content Audit, Content Matrix.
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