Huggies Australia & New Zealand

Consumer Brand • 2006-2020

Kimberly-Clark Australia trusted me to lead design for Huggies (and other brands) for over a decade. Leading a team of two designers, I successfully delivered three major website redesigns, countless features, templates, and promotional assets. My designs have helped maintain stable and sustainable traffic levels, with over a million Australian mums visiting the site every month. Many of these visitors became loyal members, strengthening Huggies’ direct relationship with its audience.

• UX
• Design Thinking
• Wireframe
• Information Architecture
• User Journey
• Conversion Optimisation
• UI
• Interaction Design
• Visual Design
• Responsive Design
• Prototyping
• Branding & Identity
• Art Direction
• Stakeholder Collaboration
• Photoshop
• HTML
• CSS
• CMS

About Huggies

Huggies Australia & New Zealand is more than just a product site - it's also a hub for mums-to-be and parenting content, interactive tools, membership, forums and promotions. The site was designed and built to be useful to retain visitors while creating emotional brand connections to help build strong brand loyalty.

Building for Scale and SEO

The site was heavily focused on SEO to drive search traffic. I designed over 25+ templates to cover 42,000+ content pages, product information, interactive tools, galleries and forums. I also delivered interactive price list and sample request tools that improved conversion rates for the business.

Feature-Rich Interactive Solutions

With many major features on the site, they functioned essentially as web apps within the website. I delivered UX/UI design for features like baby name finder, week-by-week pregnancy guide, ovulation and due date calculator, member forum, kids activities ideas, product selector tool and much more.

I led my team by offering feedback, guidelines and art direction to deliver Kids Birthday Cakes and Baby Room Gallery, plus the Baby Room Decorator interactive tool.