Huggies knew their existing loyalty program could work harder and could be a key centerpiece in building deeper, more engaging and connected relationships with customers. And with nine in 10 mothers using smartphones, the solution was clear: a smart, simple, and rewarding loyalty program with a helpful and useful mobile experience as the centerpiece. The existing program required entering lengthy PIN codes on desktop computers for credit and didn't offer more to customers other than points for diaper purchases. And let's not forget the benefit a platform like this would offer the brand itself. Huggies would gain direct access to information that would grow the brand from diaper providers to parenting pros, all in a mobile mom-friendly experience.

As an expert in creating preeminent connected experiences, the Huggies team reached out to Bottle Rocket to tackle this challenge. The team quickly started reimagining a connected experience that would solve for the extensive PIN code problems, allow moms to simply and easily be rewarded in various ways, and offer an expansive library of helpful information, all while enhancing brand and product perception beyond just diapers.
While Huggies put the finishing touches on their loyalty program, Bottle Rocket began native application development with an in-depth look at the competitive landscape. This informed our development and design stages as we crafted an experience that helped keep mobile moms connected and simplified the process of engaging with the brand on all levels. Our lo-fi techniques (pencil and whiteboard sketches to tappable prototypes) allowed us to present multiple iterations of the concept to Huggies.

The app was created in a goal-oriented fashion and used a self-identified end goal to offer advice on how to get there. The experience helped moms with everything from potty training to big kid beds, offering personalized advice relevant to the stage of parenthood they found themselves in.