My Expert Midwife

The My Expert Midwife team came to us with their updated brand guidelines and a clear brief: this wasn’t just about refreshing a website – it was about bringing to life their vivid new brand aesthetic while highlighting the authority and expertise of their midwife-led team. Beyond their award-winning product range, they also provide trusted advice and resources to expectant and new parents – the new site needed to embody both.

The old website was functional, but it lacked personality and didn’t truly speak to their core audience. It also failed to showcase the wealth of expert-led content the brand offers, from blogs and guides to webinars and ebooks.

The updated identity introduced a distinctive colour palette — blues and pinks that reference the uniforms of midwives. We ensured these brand elements were woven into every layer of the site, from background gradients to subtle UI flourishes. The result is a cohesive, approachable, and playful digital experience that feels unmistakably My Expert Midwife.

Shopping journeys were restructured to be more intuitive. The new menu allows mums-to-be to shop by stage, or for friends and family to easily find gift sets and gift cards.

On product pages, we broke down information into clear, structured sections: price, reviews, pack size, ingredients, usage guidance, complementary products, delivery details, social proof, FAQs, and more. By reducing friction and surfacing all key information upfront, barriers to purchase were removed.

Every element – from content blocks to cross-sell modules, were built to be editable by the My Expert Midwife team without developer support, giving them the freedom to evolve the site as their range grows.

To drive higher basket values and create a more engaging checkout flow, we introduced a tiered cart system. This surfaces key incentives like free delivery thresholds and free gift offers – all of which are fully editable by the team. MEM can now adjust tiers, thresholds, and incentives on the fly, keeping promotions dynamic and aligned with trading priorities.

The old site was weighed down by a tangle of redundant apps. We stripped back to Shopify’s powerful native functionality and kept external apps to a minimum – only where they added real value.

A key upgrade was the introduction of Gorgias. What was once a basic email-based system is now a streamlined ticketing workflow, with queries intelligently split between the customer service team and qualified midwives. Live chat functionality was also introduced, available when midwives are online during weekdays — turning customer support into an extension of MEM’s trusted midwife expertise.

What began as a purely functional ecommerce site has been reimagined into a vibrant, personality-packed DTC experience. It combines expert resources with a frictionless shopping journey, elevating both product and brand.

Now, My Expert Midwife has a platform that not only showcases their carefully formulated products but also embodies their ethos: practical, professional, and deeply supportive of parents at every stage.