mubinpahimi.portfolio

Case study
Published on September, 2021 · 5 min read

I worked as a UX Designer & Social Media Designer for Babyhaven.my, a Malaysia-based online store specializing in baby products. The project focused on improving website UX and creating a social media design system to engage parents and drive traffic.

View Project

Overview

Babyhaven.my offers infant essentials such as clothing, gear, and accessories. By 2021, the brand had an active Instagram presence (@babyhavenmy), sharing product updates, parenting tips, quotes, and customer reviews. The goal was to make browsing and purchasing seamless, while reinforcing the brand across digital touchpoints.

Role

UX Designer & Social Media Designer – Responsibilities included:

Conducting user research to understand Malaysian parents’ shopping behaviors and pain points
Designing information architecture (IA) and mobile-first wireframes
Creating high-fidelity UI mockups focusing on usability, accessibility, and visual hierarchy
Developing Instagram content templates aligned with the website UX and brand tone
Conducting usability testing and iterating designs based on feedback

Project Objective

Improve website UX for seamless browsing and purchasing of baby products
Develop a social media design system to reinforce the brand and engage the target audience

UX Process

1. Research & User Insights

Surveys and interviews with parents to identify pain points in online shopping
Competitor analysis of Malaysian baby e-commerce platforms

Key Insights:

Users want clear product categorization and easy filtering
Mobile experience is critical—most parents browse on phones
Parents rely heavily on reviews and product details before purchasing

2. Information Architecture & Wireframes

Reorganized product categories for quick scanning and navigation
Introduced filter and sort functions for ease of product discovery
Designed consistent layout patterns to reduce cognitive load

3. Visual & Interaction Design

Developed visual hierarchy highlighting product images, prices, and reviews
Designed interactive elements like hover states and sticky CTAs
Applied a friendly, trustworthy aesthetic aligned with parenting and baby themes

4. Usability Testing & Iteration

Conducted remote usability testing with 10+ parents
Observed behaviors like difficulty in filtering products and viewing reviews
Iterated designs: improved filter visibility, emphasized ratings, optimized checkout flow

Created Instagram templates that complement website UX
Focused on educational and engaging content (parenting tips, product highlights) guiding users to the website

Key Outcomes

Improved product discoverability and clarity through website redesign
Mobile-first design led to smoother browsing for on-the-go parents
Reduced friction in navigation and checkout via usability testing insights
Social media design supported website UX by driving traffic and engagement
Established a scalable UX and visual system for future updates

Tools & Technologies

UX & UI Design: Figma, Adobe XD
Prototyping & Testing: Figma, Maze
Social Media Design: Canva, Illustrator, Photoshop
Collaboration & Handoff: Notion, Zeplin

Reflection

This project combined user-centered design principles with visual branding to enhance Babyhaven.my’s digital presence. By focusing on UX, we reduced user friction, improved mobile experiences, and created a cohesive journey across the website and social media channels, strengthening trust and engagement with Malaysian parents.

Babyhaven.my – UX & Social Media Design