Designing an AI tool that reduced customer acquisition costs.
Designing an AI tool that reduced customer acquisition costs.
Designing an AI tool that reduced customer acquisition costs.
Designing an AI tool that reduced customer acquisition costs.
Designing an AI tool that reduced customer acquisition costs.
At Cradlewise, capturing high-intent emails is a critical step in our journey to eventually sell smart cribs. However, marketing costs were rising, and the Cost of Acquisition (CAC) was becoming a challenge.
Instead of increasing ad spend, I proposed a tool that would attract expecting parents organically, provide genuine value, and naturally collect emails during the process.
At Cradlewise, capturing high-intent emails is a critical step in our journey to eventually sell smart cribs. However, marketing costs were rising, and the Cost of Acquisition (CAC) was becoming a challenge.
Instead of increasing ad spend, I proposed a tool that would attract expecting parents organically, provide genuine value, and naturally collect emails during the process.
At Cradlewise, capturing high-intent emails is a critical step in our journey to eventually sell smart cribs. However, marketing costs were rising, and the Cost of Acquisition (CAC) was becoming a challenge.
Instead of increasing ad spend, I proposed a tool that would attract expecting parents organically, provide genuine value, and naturally collect emails during the process.
At Cradlewise, capturing high-intent emails is a critical step in our journey to eventually sell smart cribs. However, marketing costs were rising, and the Cost of Acquisition (CAC) was becoming a challenge.
Instead of increasing ad spend, I proposed a tool that would attract expecting parents organically, provide genuine value, and naturally collect emails during the process.
My role
My role
My role
Conceptualized the product strategy. Led the end-to-end design process.
Team
Team
Team
Srishti Mahajan (PM)
Unnikrishnan Manikoth (Design Manager)
Srishti Mahajan (PM)
Unnikrishnan Manikoth (Design Manager)
Srishti Mahajan (PM)
Unnikrishnan Manikoth (Design Manager)
Timeline
Timeline
Timeline
1 month
1 month
1 month
Outcome
Outcome
Outcome
Reduced Customer Acquisition Cost
Reduced Customer Acquisition Cost
Reduced Customer Acquisition Cost
The proposal
The proposal
The proposal
The proposal
The proposal
An AI-powered baby name generator that feels magical. The more you share, the better the names. The app combines:
An AI-powered baby name generator that feels magical. The more you share, the better the names. The app combines:
An AI-powered baby name generator that feels magical. The more you share, the better the names. The app combines:
A chat-based onboarding flow to gather user context
A Tinder-like swipe experience for names
Auto-generated cute baby images and name trivia
Auto-generated cute baby images and name trivia
A natural hook to collect emails for saving & sharing sessions
The experience is 100% web-based (PWA), with no download required, reducing friction from ad click to first interaction.
The experience is 100% web-based (PWA), with no download required, reducing friction from ad click to first interaction.
The experience is 100% web-based (PWA), with no download required, reducing friction from ad click to first interaction.
Challenges, challenges everywhere
Challenges, challenges everywhere
Challenges, challenges everywhere
Challenges, challenges everywhere
Challenges, challenges everywhere
01
Building deep user engagement, not just a gimmick tool
01
Building deep user engagement, not just a gimmick tool
01
Building deep user engagement, not just a gimmick tool
02
Capturing emails without making users feel "forced"
02
Capturing emails without making users feel "forced"
02
Capturing emails without making users feel "forced"
03
Balancing emotional, personal journeys with smart data capture
03
Balancing emotional, personal journeys with smart data capture
03
Balancing emotional, personal journeys with smart data capture
04
Differentiating from dozens of generic name generators already out there
04
Differentiating from dozens of generic name generators already out there
04
Differentiating from dozens of generic name generators already out there
Audience & Timing
Audience & Timing
Audience & Timing
Audience & Timing
Audience & Timing
Expecting parents, primarily in the second and third trimester (baby's gender usually known by month 4-5).
People beginning baby-related shopping and name discovery.
Expecting parents, primarily in the second and third trimester (baby's gender usually known by month 4-5).
People beginning baby-related shopping and name discovery.
Expecting parents, primarily in the second and third trimester (baby's gender usually known by month 4-5).
People beginning baby-related shopping and name discovery.
Why only a "baby name generator"?
Why only a "baby name generator"?
Why only a "baby name generator"?
Why only a "baby name generator"?
Why only a "baby name generator"?
Using SEO and Search data, we identified enormous organic traffic opportunities:
Using SEO and Search data, we identified enormous organic traffic opportunities:
Using SEO and Search data, we identified enormous organic traffic opportunities:
Step 1: Building an understanding of target audience and more
Step 1: Building an understanding of target audience and more
Step 1: Building an understanding of target audience and more
Step 1: Building an understanding of target audience and more
Step 1: Building an understanding of target audience and more
Every compelling product begins with empathy, and ours began with a deep dive into the needs, behaviors, and beliefs of our audience. Our aim was to craft a baby name experience that felt deeply personal, meaningful, and safe, while also aligning with legal considerations and business goals.
Every compelling product begins with empathy, and ours began with a deep dive into the needs, behaviors, and beliefs of our audience. Our aim was to craft a baby name experience that felt deeply personal, meaningful, and safe, while also aligning with legal considerations and business goals.
Every compelling product begins with empathy, and ours began with a deep dive into the needs, behaviors, and beliefs of our audience. Our aim was to craft a baby name experience that felt deeply personal, meaningful, and safe, while also aligning with legal considerations and business goals.
Insights I got…
Insights I got…
Insights I got…
We consolidated our qualitative observations into thematic insights:
1 - Emotional Anchors
Names are often tied to identity, hope, grief, and legacy.
Many parents experience “name remorse” after the baby is born.
2 - Decision Dynamics
Naming is rarely a solo act; partners, family, and even online forums influence the choice.
People often look for names that sound good with the sibling’s name or work globally.
3 - Preferences & Patterns
Gender, race, and region shape name choices.
The rise of nonbinary naming preferences and de-gendered lists is emerging.
People love trivia—origins, astrology, numerology, etc., enrich their experience.
We consolidated our qualitative observations into thematic insights:
1 - Emotional Anchors
Names are often tied to identity, hope, grief, and legacy.
Many parents experience “name remorse” after the baby is born.
2 - Decision Dynamics
Naming is rarely a solo act; partners, family, and even online forums influence the choice.
People often look for names that sound good with the sibling’s name or work globally.
3 - Preferences & Patterns
Gender, race, and region shape name choices.
The rise of nonbinary naming preferences and de-gendered lists is emerging.
People love trivia—origins, astrology, numerology, etc., enrich their experience.
We consolidated our qualitative observations into thematic insights:
1 - Emotional Anchors
Names are often tied to identity, hope, grief, and legacy.
Many parents experience “name remorse” after the baby is born.
2 - Decision Dynamics
Naming is rarely a solo act; partners, family, and even online forums influence the choice.
People often look for names that sound good with the sibling’s name or work globally.
3 - Preferences & Patterns
Gender, race, and region shape name choices.
The rise of nonbinary naming preferences and de-gendered lists is emerging.
People love trivia—origins, astrology, numerology, etc., enrich their experience.
Legal & ethical considerations
Legal & ethical considerations
Legal & ethical considerations
Before diving into design or AI generation, we identified key risks and boundaries:
Avoid names or prompts that offend cultural or religious sentiments
Comply with global naming laws, especially in countries with restrictions
Respect identity: allow for inclusive parent profiles (LGBTQ+, nonbinary names)
Ensure transparency if AI is used to recommend names
Consider data privacy and user rights for session saving or partner collaboration
Before diving into design or AI generation, we identified key risks and boundaries:
Avoid names or prompts that offend cultural or religious sentiments
Comply with global naming laws, especially in countries with restrictions
Respect identity: allow for inclusive parent profiles (LGBTQ+, nonbinary names)
Ensure transparency if AI is used to recommend names
Consider data privacy and user rights for session saving or partner collaboration
Before diving into design or AI generation, we identified key risks and boundaries:
Avoid names or prompts that offend cultural or religious sentiments
Comply with global naming laws, especially in countries with restrictions
Respect identity: allow for inclusive parent profiles (LGBTQ+, nonbinary names)
Ensure transparency if AI is used to recommend names
Consider data privacy and user rights for session saving or partner collaboration
Step 2: Understanding competitors
Step 2: Understanding competitors
Step 2: Understanding competitors
Step 2: Understanding competitors
Step 2: Understanding competitors
This step was not just about identifying what features others offered, but about deeply understanding what they missed, and where we could innovate.
We examined 10+ leading players including The Bump, BabyCenter, Pampers, Nameberry, Parents, and others, across both product functionality and emotional resonance.
This step was not just about identifying what features others offered, but about deeply understanding what they missed, and where we could innovate.
We examined 10+ leading players including The Bump, BabyCenter, Pampers, Nameberry, Parents, and others, across both product functionality and emotional resonance.
This step was not just about identifying what features others offered, but about deeply understanding what they missed, and where we could innovate.
We examined 10+ leading players including The Bump, BabyCenter, Pampers, Nameberry, Parents, and others, across both product functionality and emotional resonance.
Common Limitations Identified
Common Limitations Identified
Common Limitations Identified
Filter fatigue - All major apps rely heavily on static filter systems. Results are predictable and easily exhausted.
Filter fatigue - All major apps rely heavily on static filter systems. Results are predictable and easily exhausted.
Poor delight-to-data ratio - Lots of interaction (clicks), but very little emotional payoff.
Poor delight-to-data ratio - Lots of interaction (clicks), but very little emotional payoff.
Poor delight-to-data ratio - Lots of interaction (clicks), but very little emotional payoff.
Limited collaboration - Naming is a collaborative act, but few apps allow partner sharing, session saving, or real-time alignment.
Limited collaboration - Naming is a collaborative act, but few apps allow partner sharing, session saving, or real-time alignment.
Limited collaboration - Naming is a collaborative act, but few apps allow partner sharing, session saving, or real-time alignment.
No generative intelligence - No app used dynamic AI to learn from user behavior and adapt suggestions.
No generative intelligence - No app used dynamic AI to learn from user behavior and adapt suggestions.
No generative intelligence - No app used dynamic AI to learn from user behavior and adapt suggestions.
Step 3: AI, user personalization & email capture strategy
Step 3: AI, user personalization & email capture strategy
Step 3: AI, user personalization & email capture strategy
Step 3: AI, user personalization & email capture strategy
Step 3: AI, user personalization & email capture strategy
Once we understood our audience and competitors, it was time to define what would make our product intelligent and personal, not just another baby name filter tool.
We envisioned an AI system that doesn’t just generate names, but curates an experience based on emotional nuance and user context.
Once we understood our audience and competitors, it was time to define what would make our product intelligent and personal, not just another baby name filter tool.
We envisioned an AI system that doesn’t just generate names, but curates an experience based on emotional nuance and user context.
Once we understood our audience and competitors, it was time to define what would make our product intelligent and personal, not just another baby name filter tool.
We envisioned an AI system that doesn’t just generate names, but curates an experience based on emotional nuance and user context.
Input Parameters for AI
Input Parameters for AI
Input Parameters for AI
How will AI learn
How will AI learn
How will AI learn
Input Parameters for AI
User Behavioral Data - Learns from swipes, likes/dislikes, edits
Natural Language Processing (NLP) - Interprets open-ended keywords like “royal” or “space-inspired” to align names thematically
Recommendation Engine - Think Spotify or Netflix for baby names, the more you explore, the better the AI gets at serving spot-on suggestions
This approach made the product infinitely generative, versus competitors' finite filter systems.
User Behavioral Data - Learns from swipes, likes/dislikes, edits
Natural Language Processing (NLP) - Interprets open-ended keywords like “royal” or “space-inspired” to align names thematically
Recommendation Engine - Think Spotify or Netflix for baby names, the more you explore, the better the AI gets at serving spot-on suggestions
This approach made the product infinitely generative, versus competitors' finite filter systems.
User Behavioral Data - Learns from swipes, likes/dislikes, edits
Natural Language Processing (NLP) - Interprets open-ended keywords like “royal” or “space-inspired” to align names thematically
Recommendation Engine - Think Spotify or Netflix for baby names, the more you explore, the better the AI gets at serving spot-on suggestions
This approach made the product infinitely generative, versus competitors' finite filter systems.
Email Capture Strategy
Email Capture Strategy
Email Capture Strategy
No generative intelligence - No app used dynamic AI to learn from user behavior and adapt suggestions.
No generative intelligence - No app used dynamic AI to learn from user behavior and adapt suggestions.
No generative intelligence - No app used dynamic AI to learn from user behavior and adapt suggestions.
Designing flow
Designing flow
Designing flow
Designing flow
Designing flow
I began designing the flow with a visually appealing splash screen, a few onboarding questions, and subtle AI-driven nudges to improve name suggestions. The goal was to create an engaging, conversational experience. However, the flow didn’t perform as expected.
I began designing the flow with a visually appealing splash screen, a few onboarding questions, and subtle AI-driven nudges to improve name suggestions. The goal was to create an engaging, conversational experience. However, the flow didn’t perform as expected.
I began designing the flow with a visually appealing splash screen, a few onboarding questions, and subtle AI-driven nudges to improve name suggestions. The goal was to create an engaging, conversational experience. However, the flow didn’t perform as expected.
Issues
Issues
Issues
AI must feel alive - AI should talk like a companion — not just spit out results
Email = reward, not roadblock - Ask for email only after building value — e.g., after 5+ swipes
Skippable onboarding is essential - Always offer a fast path into the fun, then collect context gradually
Visuals matter - Cute emojis and a friendly tone created comfort, but could be deepened with animations or voice lines
AI must feel alive - AI should talk like a companion — not just spit out results
Email = reward, not roadblock - Ask for email only after building value — e.g., after 5+ swipes
Skippable onboarding is essential - Always offer a fast path into the fun, then collect context gradually
Visuals matter - Cute emojis and a friendly tone created comfort, but could be deepened with animations or voice lines
AI must feel alive - AI should talk like a companion — not just spit out results
Email = reward, not roadblock - Ask for email only after building value — e.g., after 5+ swipes
Skippable onboarding is essential - Always offer a fast path into the fun, then collect context gradually
Visuals matter - Cute emojis and a friendly tone created comfort, but could be deepened with animations or voice lines
Structured approach
Structured approach
Structured approach
Structured approach
Inputs for AI
After iterating on initial prototypes and learning what didn’t work, I restructured the app into four clearly defined user flows. Each was designed to guide the user deeper into engagement while gradually collecting inputs and nudging toward email capture.
After iterating on initial prototypes and learning what didn’t work, I restructured the app into four clearly defined user flows. Each was designed to guide the user deeper into engagement while gradually collecting inputs and nudging toward email capture.
After iterating on initial prototypes and learning what didn’t work, I restructured the app into four clearly defined user flows. Each was designed to guide the user deeper into engagement while gradually collecting inputs and nudging toward email capture.
Inputs for AI and bringing it to life
Inputs for AI and bringing it to life
Inputs for AI and bringing it to life
We used a conversational AI character, Coco, to gather essential info without overwhelming the user. I explored multiple mascot directions, from dragons to elephants, aiming for a character that felt joyful, approachable, and universally lovable.
After many trials, Coco the Frog stood out. Coco's big expressive eyes, cheerful smile, and vibrant green made the experience feel more personal and delightful, instantly creating a bond with the user.
We used a conversational AI character, Coco, to gather essential info without overwhelming the user. I explored multiple mascot directions, from dragons to elephants, aiming for a character that felt joyful, approachable, and universally lovable.
After many trials, Coco the Frog stood out. Coco's big expressive eyes, cheerful smile, and vibrant green made the experience feel more personal and delightful, instantly creating a bond with the user.
We used a conversational AI character, Coco, to gather essential info without overwhelming the user. I explored multiple mascot directions, from dragons to elephants, aiming for a character that felt joyful, approachable, and universally lovable.
After many trials, Coco the Frog stood out. Coco's big expressive eyes, cheerful smile, and vibrant green made the experience feel more personal and delightful, instantly creating a bond with the user.
Onboarding
Onboarding
Onboarding
During research, we found that parents' name preferences are deeply personal, shaped by factors like heritage, popularity, gender neutrality, sibling names, and regional ties.
Instead of overwhelming users with generic lists, we designed a guided onboarding that asked a few thoughtful questions, personalizing results, building trust early, and making the experience feel warm, relevant, and memorable.
During research, we found that parents' name preferences are deeply personal, shaped by factors like heritage, popularity, gender neutrality, sibling names, and regional ties.
Instead of overwhelming users with generic lists, we designed a guided onboarding that asked a few thoughtful questions, personalizing results, building trust early, and making the experience feel warm, relevant, and memorable.
During research, we found that parents' name preferences are deeply personal, shaped by factors like heritage, popularity, gender neutrality, sibling names, and regional ties.
Instead of overwhelming users with generic lists, we designed a guided onboarding that asked a few thoughtful questions, personalizing results, building trust early, and making the experience feel warm, relevant, and memorable.
As the user swiped through names, we introduced intelligent nudges — short, timely questions triggered by the AI to improve name recommendations without disrupting flow.
These weren’t random. We crafted them carefully by analyzing research on factors that influence baby name decisions:
Phonetics
Syllable length
Heritage
Sibling name harmony
Season of birth
Parental values
Emotional tone (meaning vs. sound).)
As the user swiped through names, we introduced intelligent nudges — short, timely questions triggered by the AI to improve name recommendations without disrupting flow.
These weren’t random. We crafted them carefully by analyzing research on factors that influence baby name decisions:
Phonetics
Syllable length
Heritage
Sibling name harmony
Season of birth
Parental values
Emotional tone (meaning vs. sound).)
As the user swiped through names, we introduced intelligent nudges — short, timely questions triggered by the AI to improve name recommendations without disrupting flow.
These weren’t random. We crafted them carefully by analyzing research on factors that influence baby name decisions:
Phonetics
Syllable length
Heritage
Sibling name harmony
Season of birth
Parental values
Emotional tone (meaning vs. sound).)
Names flow
Names flow
Smart Email Capture
Smart Email Capture
Smart Email Capture
Smart Email Capture
Smart Email Capture
Rather than gating the experience, I designed soft, contextual nudges:
Share personalized name reports post-email capture
Prompt users to save favorite names after they had engaged
Offer "Names of the Day" email subscriptions as a bonus feature
Rather than gating the experience, I designed soft, contextual nudges:
Share personalized name reports post-email capture
Prompt users to save favorite names after they had engaged
Offer "Names of the Day" email subscriptions as a bonus feature
Rather than gating the experience, I designed soft, contextual nudges:
Share personalized name reports post-email capture
Prompt users to save favorite names after they had engaged
Offer "Names of the Day" email subscriptions as a bonus feature
Thank you for reading!
Thank you for reading!
Thank you for reading!
Feel free to connect let's chat about design, product, community, or anything
© 2025 Vaibhav Shukla. All right reserved.
Feel free to connect let's chat about design, product, mentorship, community, or anything
© 2024 Vaibhav Shukla. All right reserved.