Reconnecting Families Through the Power of Conversation - A Parents Are Human Case Study

Justin Wiley

Justin Wiley

Reconnecting Families Through the Power of Conversation - A Parents Are Human Case Study


Parents Are Human is a unique and heartwarming e-commerce brand that aims to reconnect families through the power of conversation. In this case study, we'll delve into the story of the brand's founder, Joseph Lam, and explore how his experiences, challenges, and accomplishments have led to the creation of this powerful game that is bringing families closer together. We'll also look at how the brand has evolved, its impressive conversion rates, and the future plans for Parents Are Human.

Design To Convert

The Birth of Parents Are Human

Joseph's journey began when he realized that he had a difficult relationship with his parents. Wanting to mend their relationship, Joseph created a card game that facilitated deep, meaningful conversations between family members. The game resonated with others, and soon, Parents Are Human was born. Today, the game is available in 15 languages and has touched the lives of thousands of families worldwide.

Overcoming Challenges and Learning Along the Way

As a first-time direct-to-consumer (D2C) e-commerce brand owner, Joseph faced several challenges, including learning the ropes of paid ads, Shopify, and fulfillment. One significant challenge was translating the game into numerous languages while maintaining cultural nuance and accuracy. Joseph created a unique translation process that involved working with 120 families worldwide, ensuring that the game remained accessible and relatable to people from various cultural backgrounds.

Integrating Replo Into the Parents Are Human Workflow

Initially, Parents Are Human relied on WordPress and Shopify buy buttons for their website, but the design wasn't up to Joseph's expectations. The introduction of Replo, an intuitive page builder, revolutionized the brand's website design and user experience. Replo's seamless integration allowed Joseph to focus on improving customer experience and implementing desired features on the website.

Impressive Conversion Rates

Parents Are Human boasts an astonishing 7.24% conversion rate, which is significantly higher than the industry average of 1-3%. The use of Replo's functionality, such as the product selector, streamlined the user experience and contributed to this high conversion rate. Joseph is constantly learning and refining the brand's ad strategies, creative content, and influencer collaborations to maintain and improve these conversion rates.

Emotional Impact and Customer Stories

Parents Are Human has touched the lives of countless families, bringing them closer together through meaningful conversations. From video documentaries to weekly calls, customers have found creative ways to use the game to strengthen their relationships with their loved ones. The game has even helped mend relationships between estranged family members, leaving a lasting emotional impact on everyone involved.

Parents Are Human

Future Plans for Parents Are Human

Joseph has big plans for the future of Parents Are Human, including self-publishing a book about his journey and expanding the brand's presence in retail stores across the US, Canada, and Australia. He also plans to delve deeper into each culture represented by the game and continue refining the brand's paid ad strategies.

Advice for Aspiring Entrepreneurs

Joseph's advice for aspiring entrepreneurs is to ask for help and surround themselves with like-minded individuals who can offer support and guidance. Connecting with others in the industry, sharing challenges, and collaborating on solutions can make the entrepreneurial journey less lonely and more rewarding.


Parents Are Human is a shining example of how a simple idea can have a profound impact on the lives of others. With the help of Replo and a strong focus on customer experience, Joseph has built a brand that not only boasts impressive conversion rates but also genuinely connects and heals families worldwide. The future looks bright for Parents Are Human, and we can't wait to see how the brand continues to grow and evolve.

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