Enabling new parents to make informed buying decisions.


Create a microsite that enables information and content to be attributed to products. Engage new parents and increase loyalty.


Each client I work with has different capabilities and needs – I might alter my approach and apply my skills where and how they are best suited for the project. This also means that I vary my activities and deliverables per client and per project.


I benchmarked various parenting information websites, gathered and synthesized previous research done by the client and other internal teams regarding the user and business needs.



Using a process of sketching page layouts and navigation menu options enabled me to quickly iterate and test my assumptions. By gathering content pieces and known information, I was able to gain a sense of what content was available and what needed to be created.



An Interaction Design Document was my final deliverable for this initiative. I contributed to the research, Information architecture, and oversaw the UI visual design. I made recommendations for placement of promotional modules within the main Babies R Us website in order to drive traffic and increase engagement.

Interaction Design

This website is designed to enable parents to navigate through the content in various ways: by product type, need, or stage of development. Various content types including video, articles, blogs and fact sheets are included in this website – the page templates and navigation menus allow for leveraging all of the types of content.

The final website can be seen at babiesrus.ca/guides

Website Page Samples

BRU Guides Home
BRU Guides Menu
BRU Guides Travel