Boppy

Situation

Boppy sells to hospitals and directly to consumers through its online store. The products were whimsical and easy to use. The web presence felt dated and messy.

Strategy

Align on the brand before designing anything. Stakeholder workshops defined Boppy’s identity and goals, the team chose a visual direction together, and the customer journey was built on a design system that could scale across future touchpoints.

Execution

• Stakeholder sessions. Collaborative sessions to understand the brand and define clear design requirements and goals.
• Style tiles. Color, typography and design elements explored to set a cohesive visual direction.
• User journey. Wireframes mapping key interactions from the home page through checkout.
• Design and development. Full-page designs on a reusable design system with clear guidelines and adaptable templates.

My role

As Design Director in a fast-paced agency, I led end-to-end design strategy, owned the client relationship, and translated business needs into on-brief design.

I managed a multidisciplinary design team through tight timelines and shifting priorities, working across strategy, development and production.

What changed

Product discovery, education and commerce now work as one consistent journey, and the Boppy brand has a stronger digital expression.

The design system gives the brand a foundation for future content, campaigns and touchpoints without sacrificing consistency.