Enfamil: Mobile Home Page Wireframes

Over the course of about 3 years at Enfamil, multiple partners had competed for position and priority on the home page. The focus had shifted from a content-driven home page, which spoke to the needs of parents, to a more commerce-driven experience. Since the majority of Enfamil formula sales are completed at retail stores such as Walmart, Target, and Amazon, an e-commerce-forward strategy did not suit the needs of the brand.

I was tasked with evaluating the existing home page, and rebuilding the information architecture for the page to reflect a refreshed content-driven strategy that also surfaced our e-commerce offerings.

Additional consideration was given to areas of the page which could be personalized based on whether the user was known, unknown, logged-in, or logged-out. These considerations, and the work sessions with the marketing leadership responsible for this channel were key to rebuilding the architecture for this page. The wireframes below are the mobile version of these wireframes created in Figma.