Redesigning a non-profit, eCommerce and media content website
ParentCue.org is a nonprofit dedicated to inspiring and supporting parents on their journey, helping them nurture their children and pass on a legacy of faith.
Parent Cue partnered with Digital Factory 24 to create a seamless customer experience by integrating their eCommerce and media content websites.
Role
UX Strategy
Timeframe
3 months, 2024
Tasks
Design process, UX design and design management
Industry
eCommerce, Media Content, Non-profit
Product Category
Consumer Product
Challenge
Parent Cue faced a fragmented brand experience with two separate websites—one for eCommerce and another for media content—causing confusion for users and reducing overall engagement.
Additionally, the outdated platform limited the organization’s ability to make updates, integrate modern features, and scale effectively to meet growing user needs.
Objectives
Unified Platform – Merge ParentCue.org and ParentCueStore.org for seamless navigation, prioritizing usability and accessibility.
Boosting Sales – Optimize the shopping experience to drive purchases, especially for top-selling products like Phase Guides.
Strengthening Brand Awareness – Improve visibility with a cohesive brand identity and engaging faith-based content.
Driving Engagement – Leverage user behavior to create habit-forming triggers, personalized experiences, and strategic incentives.
Jobs To Be Done and User Needs
After reviewing the client’s goals and user profiles, we applied the Jobs To Be Done framework to identify the core “job” customers hired the product to accomplish, which we then translated into user needs.
Use Cases
Based on user needs, a series of use cases were created and transformed into wireframe storyboards to ensure every step of the experience was captured.
Navigation Menu
Card sorting exercises and stakeholder feedback shaped the navigation menu and content hierarchy.
Wireframes were created to facilitate communication with vendors, especially for more complex sections like Settings.
Design Mock-ups
Site map
With over 100 pages and a vast library of 5,000 articles, we developed 30 unique templates to standardize layouts and interactions. These templates formed the foundation of the design system, ensuring consistency, scalability, and a seamless user experience across all content types.
Mock-ups Annotations
Detailed UI annotations provided comprehensive guidance on the design system to engineers, including component states, user feedback, interaction patterns, and behavior. They also covered element transitions, copy and image sourcing, responsive design guidelines, and error handling to ensure consistency, and seamless implementation across devices.
Design Process
Despite the tight 3-month timeframe, we successfully navigated the key stages of the process, prioritizing critical user needs and design decisions to ensure a seamless and intuitive user experience.
Lessons Learned
Asynchronous Collaboration for Speed – Using Loom and video walkthroughs to share design progress enabled quick feedback loops, streamlining decision-making and accelerating approvals.
Alignment is Key – Daily standups with the team and client during key design weeks ensured continuous alignment, reducing roadblocks and keeping the project on track.
Scalability Matters – Designing a system for 5,000+ articles and 30+ templates reinforced the need for a modular, scalable approach to ensure long-term maintainability.