Mamilove
Three products, one growth loop

Baby e-commerce, a parenting forum, and content, designed to feed one another across app and web.

Mamilove sold mom-and-baby products, but a catalog alone is a hard way to grow. New parents show up anxious, buy once, and leave. My brief covered three products at once: an e-commerce store, a parenting forum, and a content hub, across app and web. The real work was making them grow each other instead of standing apart.

Three products, built to support each other

The product ecosystem: e-commerce, a parenting forum, and a content hub on Android, iOS, and web, supported by CRM and ERP.

Every cart starts
with a question.

01

Parents start on Google, typing a worry. The product name comes later. So I made knowledge the front door. The forum and content hub answer real questions, surface the keywords parents actually use, and hand that intent straight to the store. Knowledge brings them in; commerce sends them home with the answer.

The growth loop: parents search on Google, land on the forum and content hub for answers, the keywords they use feed recommendations, and traffic redirects to the e-commerce store.

02

Buying for a baby is a moving target. What fits at three months is wrong by six. So the store learned the baby’s age and narrowed the choice for parents, surfacing age-right products and the ones other parents trusted. Less second-guessing, more finished carts.

Personalized recommendation: a parent asks how to choose for their baby; the system filters by the baby's age and surfaces age-right, highly rated products, making the right purchase easy.

03

None of this was guesswork. Every strategy ran the same loop: set it against the quarter’s goals, dig out pain points with sales and support, and pressure-test feasibility with engineering. Amplitude and GA set the target, then design, prototype, and testing carried it to launch, where the data opened the next round.

Strategy process, goal planning and product strategy: align with quarterly goals, dig out pain points with sales and support, and check feasibility with engineering.Strategy process, research and design: confirm the goal with competitive analysis and user interviews, then prototype and align the design with the strategy.Strategy process, validation: review the design with engineering, test against requirements, and track metrics after launch to start the next iteration.

Takeaways

Mamilove is where I learned to run product strategy end to end:

  1. Wiring commerce, community, and content into one growth loop.
  2. Backing every design call with data, from hypothesis to A/B test to real conversion gains.
  3. Driving it across product, engineering, sales, and support.