Kidlee Collective - Website Design

Kidlee Collective is a baby and mother brand specializing in premium bamboo swaddles and blankets.

The brand is known for its soft, breathable fabrics and calming aesthetic, but its existing website did not reflect this identity. The founder approached me to redesign their Wix eCommerce site, aiming for a more visually compelling, user-friendly, and conversion-driven experience— in time for the holiday season.

The existing site lacked strong brand storytelling—there was no section on the homepage explaining the brand’s philosophy, the benefits of bamboo fabric, or the care behind each product. Navigation was unstructured, with no collections, product filters, or categories to help users find products easily.

A snapshot of the original site ↴

The design felt clunky, and did not encapsulate the warmth and softness that define the brand. In addition, the site was not optimised for conversions, making it difficult for customers to browse and purchase quickly.

Redesigned site ↴

I redesigned the website to retain Kidlee Collective’s signature colours and calming aesthetic while enhancing visual storytelling. The new site features:

• A dedicated brand story page to connect with customers and share the inspiration behind Kidlee Collective.

• An informative materials section, educating shoppers on the benefits of bamboo fabric and why it’s perfect for babies.

• Soft, warm visuals featuring real mothers, evoking a sense of comfort and trust while showcasing the quality of the products.

To create a seamless shopping experience, I introduced:

• Collections and gift categories to make holiday shopping easier.

• Product filters for quick browsing.

• A cleaner, more structured layout with intuitive navigation.

With the upcoming Christmas season, I focused on:

• Enhancing product pages with clearer descriptions and imagery.

• Creating a smoother checkout flow to reduce friction.

• Ensuring mobile responsiveness for busy parents shopping on the go.

The redesigned Kidlee Collective website transformed the brand’s digital presence, offering a more immersive shopping experience. The improved structure, brand storytelling, and intuitive navigation helped increase engagement and make holiday gifting easier. The updated site not only boosted conversions but also gave the founder a scalable platform to grow their brand beyond the holiday season.