Parenting Matters

Redesigning Parenting Matters: a mobile-first hub for modern families

Role: Senior Product Designer UX/UI

Project type: Website redesign & digital experience strategy

Sector: Education

Client/Customers: B2B and B2C

A complete overhaul of an outdated platform to better meet the needs of busy, on-the-go parents.

Parenting Matters is a resource-led initiative co-founded by Prof Stephen Scott, Dr Clare Bailey, and Dr Michael Mosley, that offers practical, evidence-based parenting courses. But their website had become outdated, hard to use, and disconnected from how modern parents actually engage with digital content.

I led the redesign to reimagine the platform as a warm, accessible, and mobile-friendly space that supports time-poor parents, encourages connection, and builds long-term trust with their growing community.

My role

End-to-end UX/UI, stakeholder alignment, and responsive design delivery

  • Led all UX and UI design, from early workshops through to final high-fidelity designs.

  • Worked with founders directly, building trust through regular presentations and collaborative feedback loops.

  • Helped shape the brand direction alongside a brand designer.

  • Made the experience mobile-first, with layouts optimised for smartphones and tablets.

  • Created scalable component patterns for easier long-term content updates and maintenance.

  • Ran user research synthesis and stakeholder workshops to define core messaging and content hierarchy.

Project goals

Understanding and supporting modern parenting behaviours

  • Make it mobile-first - Most users were on phones or tablets, often multi-tasking or on the go. The old desktop-focused design didn’t serve them (See image).

  • Rebuild trust through clarity - The original site was dated, clunky, and visually inconsistent. We needed to give users a sense of confidence in both the brand and the resources.

  • Create a community-first experience - We introduced new opportunities for peer support through forums and chatrooms, recognising that parents often learn best from each other.

  • Redefine the brand direction - I collaborated closely with a brand designer to create a look and feel that felt credible, warm, and playful, to stand out from clinical competitors without alienating the academic credibility of the founders.

Approach

Stakeholder trust, smart design choices, and realistic constraints

This was an 8-week project, with a compact team of 3 (myself as sole product designer, a PM, and developer). We worked closely with the three founders, who were rightly protective of their vision and hesitant about change.

To build trust:

  • I ran weekly walkthroughs of decisions, wireframes and visuals to keep momentum while bringing them along on the journey.

  • I facilitated workshops to distill their messaging and align on priorities.

To guide design:

  • I reviewed competitor platforms to identify opportunity areas.

  • I used behaviour patterns from existing user data and real parent feedback to reimagine the experience through a mobile-first lens.

  • I translated the brand into design system including reusable components, giving the team flexibility while maintaining consistency.

Outcome

A modern, mobile-first platform that reflects the mission and meets real needs

The new site is:

  • Fully responsive, designed with smartphone-first behaviours in mind.

  • More welcoming and trustworthy, using warm visual language and playful touches that resonate with the target audience.

  • Easier to navigate, especially for users short on time or less tech-confident.

  • Community-focused, offering forums and support areas for peer connection.

results

The client team reported positive feedback, stronger platform engagement, and a noticeable shift in confidence when promoting the platform to new parents and partners.