RAMA RAYANA

Pull-Ups leadership position is under threat by arm chair “experts” calling out their product credibility with no meaningful way to defend the brand. Caretakers have needs that go beyond just the product. They crave education, support, and an ability to find what works for their child and unique situation.

How might we grow Pull-Ups household penetration by becoming the most trusted source in potty training?

“Aligning a company’s brand customer experience and digital business drives revenue 45% faster, earning a 43% higher profit margin.”

Deloitte, 2024 Digital Transformation Study

Educate caregivers on developmental methods to teach.
Practice the skills needed to master potty training meeting Potty Plan milestones.

Interactions with beloved Disney Jr. characters keep Big Kids engaged.
Big Kids play along with the Disney Jr. band for positive reinforcement and success.

are lost during the transition to Pull-Ups. Convert every Huggies customer into a Pull-Ups buyer.

don’t consider the training pants method. Ensure parents choose Pull-Ups during every step of potty training.

100K downloads

in 5 months, despite 12-month goal

4.7+ star rating

on Apple Store and Google Play

Highly efficient $5.30 CPA

below our $10 target

3m 50s average

exceeding 1– 3min target per session

77% of downloads

regularly engage with the app

80% of users

agree that the app is motivating

The design library is structured around atomic design theory, with a playful aesthetic that balances two distinct user journeys—one for the caretaker and one for the child. I designed custom, motion-driven icons to mark important moments within the app. Disney Jr. characters appear frequently, acting as mascots and cheerleaders to encourage and engage the child.

Worked within an agile framework of two-week sprints, restructuring and maintaining the design library around atomic design principles. Built out new components in tandem with ongoing strategy and UX discussions, and prototyped flows to give engineering context for individual screens. Partnered closely with the engineering team throughout user acceptance testing.

THE APP EXPERIENCE

To get started. caretakers create an account and edit notification permissions to keep up to date on the latest about Huggies Pull-Ups products and their child’s potty training journey.

Introduction
First-impression messaging featuring Pull-Ups and Disney Jr. branding

Sign-In

Required of parents to access all features of the app.

Personal Information

Account creation requires minimal information to start.

Onboarding

Account authentication kicks off privacy and notification permission

Caretakers enter preliminary information about their child, such as gender and exact age, to help guide future milestone and progress tracking. They also complete the Child Readiness Quiz to establish a baseline for where the child is in their potty training journey. The child then selects a Band Leader, a mascot who guides the experience throughout the entirety of potty training.

Settings
Manage account and profile settings such as notification preferences and privacy permissions.

Child Profile

Manage each child’s profile information. Provide the toddler’s name and birthdate for a tailored experience.

Band Leader Selection

Select either Mickey or Minnie as the band leader for the Big Kid celebrations.

Readiness Quiz

Take the Pull-Ups exclusive Readiness Quiz to determine the best next steps for the caretaker and child.

The home screen provides the caretaker with a complete view of the toddler’s previous activity. The screen takes on three forms based on the potty training progress, allowing the app to emphasize the right actions and reduce cognitive strain of not-yet or no-longer relevant information.

Pre-Training
This phase appears after the parent signs up and comes to the dashboard for the first time.

Active Training

This phase appears after the parent begins potty-training the toddler.

Post Training & More to Learn

This phase appears after the child completes all seven training milestones to begin graduation.

The Potty Plan is split into three parts: Pre-Training, Active Training, and More to Learn. The seven potty training milestones are: The Basics, Wiping, Staying Dry with Help, Staying Dry with No Help, Mess Free with Help, Mess Free with No Help, and Pottying On the Go.

Pre-Training
The seven milestones are introduced in a dropdown component with expectation descriptions.

Active Training

Once the child starts training, caretakers can see milestone progress and tap to learn more.

Milestone Education

Caretakers learn how milestones tie to the Big Kid Band and have access to read about top skills and articles.

Milestone Progress

These appear once the child starts a new milestone and shows detailed progress of each of the seven milestones.

Graduation

After training is complete, caretakers can view more content such as night training and long-term potty hygeine.

Training is accurately tracked when caretakers log all, or at least most, potty events, whether attempted, successful, or unsuccessful. These details are collected to create a holistic view of the child's progress and presented in chart form for easy digestion.

Event Logging
A simple, intuitive questionnaire asks parents to provide details of a potty event.

Character Interactions

After a successful attempt, Mickey or Minnie appears and congratulates them on a job well done.

Results

A summary of the event with relevant CTAs based on the child’s level of success.

Big Kid Center is where the child is rewarded from a successful potty event. They will be able to play with their band leader, Mickey or Minnie, and his pals in the Big Kid Band. The child can also color in a digital coloring book filled with pages featuring Disney Jr. characters.