The challenge
The Love To Dream team provided a comprehensive onboarding pack; from brand guidelines and customer archetypes to detailed content strategy and competitor research. With a tight sprint schedule, I was tasked with synthesising this material, redesigning the sitemap, and producing wireframes for key flows — all within the first week. While the Sprint 1 delivery met expectations on paper, it became clear the process needed more visibility. The designs prompted feedback that centred more on visual detail than structure, signalling a gap in how decisions were being communicated. From that point forward, we focused on making our process more transparent and collaborative — aligning more closely with the client’s expectations and priorities.
The approach
Discovery under pressure
Despite the volume of onboarding material, our Discovery Workshop helped clarify goals, success metrics, and reaffirmed a mobile-first design approach. However, the first sprint proved especially demanding — requiring us to digest workshop outcomes, draft a new sitemap, and begin wireframes for the core eCommerce flow. Delivering both strategy and execution within a week was a stretch, highlighting the need for more clearly phased outputs in future sprints.
01
Rebuilding foundations (post-Sprint 1)
After early misalignment, we refocused the second week on addressing client concerns; revisiting the sitemap with clearer rationale, simplifying the wireframes, and holding back visual polish to better guide conversations. I learned the hard way that some clients (especially those who deeply care about UX) expect to be walked through every decision. That insight reshaped how I communicated process from that point on.
02
Clarifying the 3-Stage Sleep System
While Love To Dream already featured their 3-stage Sleep System as a navigational tool, it lacked clarity. Users didn’t fully understand what the stages meant or how to use them. I refined its presentation by repositioning it higher on the page, rewriting the copy, and using hover interactions to reveal additional context around age, weight, and developmental milestones. These changes helped reduce decision fatigue and gave first-time parents greater confidence in choosing the right product.
03
Real user testing (and redemption)
I ran user testing with six parents and compiled insights in a FigJam board, grouping themes and pairing them with actionable recommendations. This lean, focused showcase helped rebuild trust with the client. Key takeaways included the need for clearer product differentiation, better visibility of reviews and FAQs, and more context around fit and fabric — all of which directly informed the next design iteration.
04
Designing to support confident decisions
One of the key outcomes of testing was a redesigned product tile on PLPs; a “hero tile” showcasing one key product in all colours, with order volume indicators to guide indecisive buyers. Across the board, I optimised each template to educate, reassure, and reduce decision fatigue — from simplifying swatch logic to elevating community reviews and Trustpilot indicators.
05
Collaboration & final delivery
In our final sprint, I worked from the client’s office to resolve outstanding design details in real time. This embedded approach helped us close gaps faster and build rapport with their team. Throughout the project, I also learned the challenge of managing feedback across a wide team without a clear single point of contact — a lesson that reinforced how vital filtered feedback and ownership is in cross-functional projects.
06
The Outcome
The redesigned Love To Dream website delivers a clearer, mobile-first experience that guides parents through their baby’s sleep journey with confidence.
Improvements included a clarified stage-based navigation, easier access to support content, video for product fit and feel, and simplified filtering.
Client sentiment improved significantly in the second half of the project — culminating in direct praise from the founder, who called the redesign “world class” and “game changing for our business.”
Final Thoughts
Project information
