A baby clothing line designed for Nordstrom with attachable photosharing snap ons containing unique playful illustrations. This collection was specifically developed as a fun way to encourage new parents to share photos of their babies on social media in an effort to expand Nordstrom’s social media presence. It was designed for their gift section with packaging that does not need to be wrapped before gifting.
This project started from a need to develop a photosharing baby clothing collection for the gift buyer at Nordstrom. For this project, I focused on understanding a problem, competitive analysis to define that problem, user scenarios, and prototypes with a clear visual design.
This baby “photosharing” project is a collection of layette baby clothes and attachable designs created as a marketing campaign for Nordstrom. The intent was to expand their social media presence while appealing to new young parents.
At the time of this project, sharing baby pictures on social media was just beginning to explode. There was a huge increase in baby monthly belly sticker sales at the company I was designing for.
We gathered experiences from new Moms about clothing gift sets and sharing photos of their babies on social media. We also reviewed their current social media activity. Next we pinpointed the problems that currently existed within the space.
We interviewed several new Moms who had experience sharing photos of their baby’s wearing belly stickers. From this, we found two pain points, which were wanting a fun item to use to share pictures of baby in between monthly marker photos and wanting a fun quality gift-able item (besides stickers) to give to new expecting Moms.
I analyzed current baby belly sticker competitors in order to pinpoint the problems that currently exist within the space.
New Mom’s want a photo sharing item that is good quality, gift-able and more sophisticated than a belly sticker. Additionally, Nordstrom wants a high price point baby clothing item for their gift section and a way to expand their social media presence.
Format
We decided a baby clothing set would make for a logical new parent gift and attachable designs would be a unique way to make it more fun.
Target User
Current new parents are in need of baby clothes. It’s ranked the #1 baby shower gift. Typical baby clothes don’t offer any kind of photosharing opportunities which is why we updated the idea of the “belly sticker” by creating “snap on” designs for the outfits.
Design Solution
Improving the belly sticker product by updating it to high-quality “snap on” designs. These are perfect to click onto baby clothing and the playful illustrations and quotes encourage photosharing via social media.
Project Goals + Features
into something that can be photographed and posted on social at any time
and something that would hit a higher price point than the basic age marker belly sticker
through the photosharable baby collection
I researched current illustration trends on the market and developed and presented the below mix of hand drawn animals + corresponding phrases paired together.
Present illustration style
Design characters, patterns and corresponding phrases to go with character designs
Review purchased baby clothing samples and select material for onesies and pants
Note specific clothing measurements/sizes for gift set, coordinating pants, and additional pieces such as hats and bibs
Sample outfits with attachable designs for buyer presentation
After receiving sign off on the illustration style presented, I decided to first move forward with developing the full set of characters and developing unique phrases to match. I sketched different animals and played with different patterns and themes for the outfits.
Once the illustrations were approved, I proceeded to work on what items would be included in the gift set as well as the clothing style, sizing and additional components such as matching hats and bibs. One of the most important factors at this phase was ensuring we’d be able to produce at a reasonable cost in order to meet Nordstroms price point.
• 4 onesies (sizes 0-12 months) with removable pockets that easily snap off
• 4 pairs of pants (sizes 0-12 months) in matching pattern design
• 12 attachable designs to snap-on for photo-ops and social sharing
• 6 pieces of matching front/back crinkle paper sheets printed with each month (0-12)
