Nature Baby

Nature Baby wanted its communications to reflect each family’s stage and its product pages to answer practical questions about fit and use. The Journey and the Yotpo reviews work addressed those needs in different parts of the customer experience.

The project
Nature Baby makes natural and organic products for babies and young children. Overdose New Zealand worked with the team on The Journey, an email programme that uses family information customers choose to share in their Adobe Commerce account.
Parents could add a child’s details or identify themselves as gift buyers. Those details synced to Klaviyo profile properties, allowing emails to respond to due dates and early childhood milestones with advice and relevant products.
A separate Yotpo Reviews implementation asked customers more useful product questions and displayed feedback on the site. Its reported engagement figures belong to that reviews programme, not to The Journey email flows.
Scope
- UX/UI & CRO
- Customer Journey Mapping
- Strategy
- Client Success
- Development
- Platform Implementation

Platforms & integrations

Distinct roles for account data, email journeys and reviews.

Integration

Platform

Adobe Commerce
Family account information
Klaviyo
Stage-based email flows
Yotpo Reviews
Product feedback and on-site reviews

Swipe to explore all two

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Challenge
Making emails relevant to each family
A due date, a newborn and an older child call for different information. Nature Baby needed customers to share that context without sending every subscriber the same sequence.
Solution
An account flow captured details for children or gift buyers and sent relevant profile properties to Klaviyo. The Journey used those dates and preferences to trigger advice and product content at appropriate stages.
Challenge
Turning reviews into useful product guidance
A basic star rating could not answer questions such as how a garment fits or which age and measurements it suited.
Solution
Yotpo Reviews added product-specific questions about fit, age, measurements and use. Responses appeared in on-site review widgets so shoppers could learn from other customers’ experience.

Results

More time on site for Yotpo-asset engagers: +60%
Of on-site reviews rated five stars: 90%
Open rate for reviews emails: 55%

Yotpo-reported results for the reviews programme: visitors engaging with a Yotpo asset spent 60% more time on site; 90% of on-site reviews were five stars; review-request emails had a 55% open rate. The source does not state a measurement period. These are not results of The Journey automation.

Experience

UX & UI

The Journey depended on information a customer was comfortable adding to their account. Parents could enter details for more than one child, while gift buyers could identify a different reason for shopping. The account flow presented those questions in stages and showed progress if a profile was only partly complete.

Klaviyo used the resulting profile properties to send content suited to a due date or a later parenting milestone. The value of the design was in making that information easy to provide and useful when Nature Baby communicated, rather than treating personalisation as a generic email feature.