The Magic Sleepsuit was originally created by a pediatric PT and mother of four for her babies. At the time of their launch, there were no competitors in the market, with only swaddles and sleep sacks available. The innovative design filled the gap between these two products, contributing significantly to their initial success. However, with growing competition on Amazon, the product launch team recognized the need to expand their offerings.

During the research phase, it became evident that the seller’s imagery was outdated and lacked the lifestyle appeal necessary to resonate with their audience. To address this, we planned a new photoshoot, featuring lifestyle shots with baby models using the original sleepsuit colors, while opting for a white background for the new variants. To streamline the process and optimize resources, we creatively mixed different colors in the product stacks, reducing shoot time and costs. With 22 ASINs and 8 baby models representing various sizes and styles, this approach proved both efficient and effective.

During the design phase, we recognized that the original graphics lacked vibrancy and failed to convey the high-quality nature of the product in comparison to competitors. In response, I introduced a fresh color scheme and playful graphics, injecting new life into the brand’s identity. During consumer testing, the new design outperformed the original, with a 62% preference rate. Moreover, within 14 days of implementing the new graphics, we observed a remarkable 22% increase in units sold with a 14% rise in conversion rate and revenue. The Baby Merlin Sleepsuit, now boasting over 19,000 reviews with a 4.6 rating, currently holds the impressive rank of #3 in Baby Wearable Blankets, a testament to its enduring popularity and continued success in the market.