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TummyCalm E-commerce UX

About TummyCalm

CalmCo, manufactures of Colic Calm, Colic Calm Plus, Colic Calm Probiotic and Tummy Calm is an American made company that has expanded worldwide. They specialise in holistic digestive products for babies and toddlers. The brand is committed to designing pure, natural, and safe alternatives to baby products available on the market today.

The Challenge

Tummy Calm had recently gone through a brand refresh to bring the product identity in alignment with its holding company, CalmCo, products (Colic Calm, Colic Calm Plus and Colic Calm Probiotic). The site needed to take into consideration the primary e-commerce user journey as well as integrate neatly into their existing Magento framework.

Our Role

Digitlab was bought in to manage the user journey planning and design. In addition, Digitlab, developed and implemented the SEO Strategy for the project.

Our Solution

We engaged the client in User Journey Workshops and building out the most simple and effective user journey for their customer.

On the design implementation, Digitlab provided complete designs for over twenty touchpoints of the website user journey. Designing it in such a way to overlay and utilise the existing Magento Themed Framework. This meant the user journey process and design has a very low impact on the internal processes for the business – improving the efficiency of the project as a whole.


Home Page – Above the Fold
Desktop View
Mobile View

The Result

The client was able to start and complete the project with Digitlab in under two months, helping them meet their internal goals. In addition the new website was neatly repositioned to fit their new Group Branding and has launched with a strong SEO strategy that will improve their search visibility considerably.

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