We suggested streamlining the quick buy experience and optimising content scannability (using carousels, adding time indicators to blogs etc) to guide users through a logical journey, as well as dark mode implementation for overwhelmed parents who find themselves shopping for solutions during late evening hours when their children are finally asleep, or during middle-of-the-night wake-ups when they're desperately searching for anything that might help. We also created a product recommendation quiz for parents, grandparents or friends who aren't sure where to begin, a persistent support sticky widget and favourites functionality based on cookies so rushed, tired parents don't have to log in to do so.