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Digitalmohawk

15 / Mother Goose

One list, two people shopping from it

An online shop for baby goods, built around a gift registry. An expectant parent puts anything in the range onto a list, and friends and family buy from it without doubling up.

The brief

A baby registry has two users who never meet on the site. One is building a list over months and wants everything in the range available to add. The other arrives once, from a link, knowing the parent and not the products, and needs to buy the right thing quickly and see that it is now taken.


What we built

  1. 01

    Anything in the catalogue can go on the list, rather than a curated registry range

  2. 02

    Two entry points side by side on the registry page: create your list, or find someone else's

  3. 03

    Nine plain category names across the top, from prams to bedding, since a gift buyer does not know the brands

  4. 04

    A wishlist counter and a cart total held in the header, so a long shopping session keeps its state visible

  5. 05

    Free shipping over a stated threshold in the top bar, because a gift buyer is deciding whether to add one more thing


Screens

The gift registry page, headed 'Put anything onto your baby registry', with Create your Babylist and Find a Registry buttons, above a section explaining the registry.
The registry is the product. Everything in the shop can go on it.
The Mother Goose homepage with a search field, nine category links from Prams to Bedding, and a grid of products.
Plain category names, because a gift buyer knows what a pram is and not what brand the parents wanted.

Outcomes

  • A parent can register anything in the shop, not a subset chosen by the retailer

  • A gift buyer arriving from a link can find the list and buy from it without an account first

  • The catalogue serves both audiences without a separate registry storefront