The objective was simple: redesign Hasbro's online toy shop experience while being true to their brand, integrating it to the main site, and crafting a stellar user experience.
We wanted to make sure the experience was delightful from the landing page through the point of sale. As a team we focused on what Hasbro had established on their main site which would lead you to the toy shop site. The user can easily sort types of toys by play style or brand.
The product space was given a lot of clean, white space to allow the toys to shine. The user could explore new ways to enhance their children's playtime by filtering "creative toys". They could see what was popular for each age and share it to anyone looking for a gift, or purchase it themselves quickly.
I was the lead designer on the project and was responsible for more than just the look and feel... design is more than that. I wanted to make the website fresh and modern. Early on, I worked with our information architect to establish the flow of our site. I helped build annotated wire frames while working on design concepts. There were a lot of concepts created with different approaches for each. We selected three different styles to share with the client. Once the design approach was approved by the client we started on a design style guide.