Rolly Rider

A children's product brand needed a redesign that could carry a configurable product without losing parents to choice fatigue, and a gift-friendly checkout flow tuned for the occasion-based buying rhythm the category lives on.

• 01 PDP redesign with a configurator that pre-selects a sensible default and surfaces choices progressively rather than dumping all options at once.
• 02 Gift checkout flow with scheduled-send capability, gift messaging, and packaging upgrade inline at cart rather than at the checkout final step.
• 03 Homepage redesign that talks to parents (the buyer) rather than kids (the user).
• 04 Reviews integration with parent-context tags, age of child, use case, so buyers can filter feedback by their situation.

• 01 The configurator was built as a stateful experience that remembers progress on PDP exit, so parents can come back later and complete the buy. We deliberately avoided building it as a one-shot modal.
• 02 Gift packaging was treated as a cart-level upsell, not a checkout-page upsell, moving it earlier in the flow because the decision to gift happens before checkout, not at it.