A children's brand that takes the audience seriously.

Littles is a children's brand whose previous digital surface had treated the audience the way most children's brands do — bright, soft, slightly condescending.

Client: Littles
Year: 2023
Scope: UX · UI · Web
Role: Product partner
Team: 1 designer
Duration: 4 weeks

The engagement

Context, approach, and the decisions that mattered.

The brief was a UX and UI rebuild that took the audience seriously without losing the warmth that defines the category. We treated the parents and the children as two distinct audiences with one shared surface: parents make the decision, children form the impression. The visual system is calm enough for the parents and rich enough for the children, and the catalogue navigation finally reflects how the audience actually shops.

Two audiences, one surface

Parents and children share a surface. The system carries the warmth the children expect and the calm the parents need without choosing one at the cost of the other.

Catalogue first

The information architecture starts from how the audience shops, not from how the catalogue is internally structured. Browsing feels like the parent's mental model, not the merchant's.

Selected artifacts