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A fresh digital experience secures a legacy brand’s future


Britax streamlined their child safety product website and strapped in for D2C success.

  • Creative direction
  • UX/UI design
  • Prototyping
  • Graphic design
  • Information architecture
  • Full-stack development
An ecommerce overhaul that clicks with parents

Like many enterprise brands that have been around as long as the household name in carseats and strollers, much of the Britax ecommerce strategy suffered from “this is the way we’ve always done things.”

But when Amazon came up and Baby’s “R” Us went out, Britax got serious about turning their website into a revenue center, where customers could simulate the experience of inspecting their products in person. With a mass of outdated content and dozens of complex integrations, they tapped Paper Tiger to order the chaos.

Paper Tiger implemented best practices for high-converting product pages. We featured useful product information in a voice that speaks to young family’s hopes and concerns. We edited high-res product images and reduced file sizes to accelerate load times. And we simplified the checkout flow.


The Britax website drives major sales, and their digital back seat is finally free from the juice stickies and cereal crumbs. With the right design frameworks in place, they’re poised to stroll through their next phase of growth. Yaayyy.


Design systems wipe out the oopsies.

Prioritizing child safety over flash, we implemented a clean UI design that inspires trust and focuses on product. We built hundreds of scalable components, delivering a library Britax can draw from to standardize future updates.


Information architecture that’s so “wow, good job”

After organizing and consolidating content into a digestible format, we clarified the navigation to cut clicks to product pages. Now, parents can shop by product type and explore all the resources and reviews they need to make faster, better purchase decisions.

Crying out for a better developed ecommerce store?