Babylist

Babylist is a universal baby registry platform that lets expectant parents add items from any store (Amazon, Target, Etsy, et al) into one consolidated list. With personalized recommendations, expert-driven guides, and millions of users, Babylist had outgrown its scrappy startup roots but its corporate web presence hadn’t kept up.

Babylist’s corporate pages were outdated and hadn’t been refreshed in years. With fundraising rounds ahead and an eventual IPO on the horizon, they needed a professional destination for partners, investors, press, and job seekers. The existing pages didn’t reflect the caliber of the company or the brand.

I was initially brought on to update the existing pages, but after discovery and a competitive analysis I led the team toward something more ambitious: a dedicated corporate microsite that could stand on its own. I developed two concepts, then moved through wireframes, mid-fi designs, and final handoff. To build the content, I synthesized hundreds of company documents, press releases, articles, and existing site copy into a cohesive narrative and updated corporate content strategy.

A clean, responsive corporate microsite with Workday integration for careers, a CMS-powered newsroom, embedded video, and on-scroll animations throughout. The leadership page featured a playful micro-interaction: hover-to-reveal baby photos alongside current headshots, that captured the brand’s personality without undermining its credibility.

The site launched to strong internal reception and gave Babylist a polished corporate presence for the first time. Traffic to the About pages increased approximately 5%, with engagement rates up roughly 15%, which was a meaningful lift for pages that were previously an afterthought. Babylist’s brand design team later updated the graphics, but the structure and content strategy I created remained the foundation.