Project deadline
1 Month
Role
User Experience research/ User Interface
Tools
Figma, E-mail, Slack, white boarding, Dovetail
Intro
Junior Jones brings together stroller experts, designers and engineers with almost 100 years of combined industry experience. The brand stands for premium-quality strollers built with the latest technology — made for parents who want life with a newborn to feel lighter, calmer and more mobile.
Challenge
Junior Jones planned to launch in the UK by summer 2019. Before a single product page was designed, the brand needed to understand its buyers — not just what they’d purchase, but how they actually lived: the school runs, the city commutes, the first trips out with a newborn.
Mapping our customer's needs and behaviours
Questionnaires and surveys gave us a first read on our customers. But the real insight came from mapping their daily routines — the moments a stroller becomes part of family life rather than just a purchase. From there we could ask the right question: how might we remove the frustrations standing between new parents and an easier day out?
Click on the image to zoom
Mapping the flows
The research surfaced something bigger than features: peace of mind. Customers were willing to pay a premium when they felt supported — clear warranties, easy repairs, and the option to upgrade rather than replace. For a new parent, that’s not customer service. That’s one less thing to worry about. We built the entire service model around it.
User Interface Design
To compete at the top of the market, Junior Jones couldn’t just deliver premium service — it had to look and feel the part. I designed a modular, editorial website that puts the strollers at the centre of the experience. Generous white space and lifestyle-led product photography give the site the calm, considered feel of premium fashion houses like Hermès and Louis Vuitton, with the clarity of Apple. Less noise, more life.
