Yummy Mummy Saver - Group Buy Website

Redesigning a Group Buying Platform for Mums

Yummy Mummy Saver was a Canadian group buying site focused on deals that would actually appeal to mothers: spa treatments, house cleaning, kids' activities, and similar family-oriented services. The business was running on GroupScript, an off-the-shelf PHP group buying platform, but the existing design wasn't connecting with the target audience. They needed the site to feel warmer and more relevant without breaking the underlying platform that was already handling deals and payments.

Most of the work was a combination of custom PHP theming and front-end development. GroupScript wasn't built to be easily reskinned, so getting a significantly different visual design out of it required working closely with the template layer and overriding a fair amount of the default markup. I built a responsive layout using HTML5 and CSS3. This was 2012, when responsive design was still a deliberate choice rather than a given, so mothers browsing on a phone while managing a busy day could use the site as easily as someone sitting at a desktop.

The colour palette and visual tone shifted considerably from the original. The new design used softer colours and imagery that felt more approachable and lifestyle-oriented, which matched what the brand was trying to communicate to its audience. I also refined the logo during the project, as the original had some proportion and typography issues that were affecting how it rendered at different sizes, and I cleaned those up while keeping enough of the existing identity that it still felt recognisable.

On the marketing side, I connected the user database to MailChimp so the team could run targeted email campaigns based on past purchases and user interests, replacing a more manual process they'd been managing previously.