How Babiators Improves Warranty Registration UX with QR Codes

Babiators is a specialty children’s eyewear company that is “on a mission to protect kid’s eyes while they’re out exploring the world.” The flagship product is a line of safe, stylish, and durable sunglasses for kids. They have also expanded into goggles, computer glasses, and UV-reflective clothing for kids. The company has been named on Forbes America’s 100 Most Promising Companies and is sold in over 30 countries. 

A core tenet of Babiators is that it is “for parents, by parents.” The team is always thinking about what pain points parents have. One of those key pains is that kids break and lose sunglasses all the time. To that end, Babiators offers a free replacement within one year of purchase and has a warranty program for customers to register and redeem in the event of breakage or loss. 

This is a mission-critical program, as the founders believe the best way to grow their business is through supporting parents and making their lives easier. They didn’t do any math to arrive at this program. They just know if they treat their customers well, they will continue to come back and recommend the brand to other parents. And every little thing they can do for parents continues to build trust and credibility.

The challenge

Only 20% of their business is DTC, and the rest is sold via international distributors, Amazon, and retail. All of these channels are “dark” in the sense that Babiators has no clue who is buying them and no way to educate buyers on their warranty program. 

Babiators initially struggled with implementing their warranty program. They had built out a homegrown system that required desktop access. Meanwhile, more than 80% of sales were taking place on mobile. 

As parents themselves, they realized the registration information was hard to locate. More than that, moms and dads are too busy to go through the effort of manual registration - locating serial numbers and transcribing to a web portal, etc.