Rebuilding Cussons Baby for the AI Era
Strategy, IA, UX Design
Status: In Development
One of my largest projects at VML, this multi-phase redesign began after our pitch win to become Cussons Baby’s digital agency. Phase 1 focuses on a full reskin, new IA, and a refreshed strategic foundation to shift the site from SEO-reliant to mother-centric. The project is currently in development 👶
What I did
I led strategy, IA, and UX design across this multi-phase rebuild. The previous site relied heavily on SEO with little content governance. Mothers needed a trusted, structured, and supportive digital experience—not just search-optimised pages. My goal was to reposition the site from an SEO-dependent content dump into a storytelling-led, mother-first platform
Key contributions:
Co-designed and presented the pitch that secured project
Worked closely with our Commerce Director, Strategy team, and Account Team to define and steer the long-term strategic roadmap
Reframed the website’s role for a post-AI search landscape
Designed a new IA aligned to real maternal needs
Implemented a modular approach to design system
Built scalable UX patterns compatible with Divi’s no-code constraints
Collaborated with PZ Cusson's Global dev team based in UK to ensure feasibility
Results
Higher engagement with new product-line content
Clearer navigation and improved user flow
A modern, brand-led experience ready for the next phase
These are the metrics so far from our early rollout. Full results expected once the entire system goes live.
