Mattel Creations
The destination for exclusive collectible toys curated by artists for the modern day collector.
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Overview
Mattel Creations underwent a significant rebranding and site restructure at launch, consolidating two existing collector stores: Hot Wheels Collectors and Barbie Signature. The objective was to position the site as the leading destination for collectors of Mattel's iconic brands. The site catalog offers a curated selection of limited-quantity, exclusive items, many of which were accessible only to members. The product drops for Hot Wheels enthusiasts were particularly notable, often sparking intense competition and resulting in items selling out within minutes.
Contribution
In my role as a UX team lead, my team and I were responsible for crafting wireframes and UI designs tailored to meet the unique demands of the product drop business model. While the Brand Creative Director collaborated with our design agency partner on the rebranding and the design of key marketing pages, I ensured that the final deliverables adhered to the highest standards of UX and web design best practices. Additionally, I closely collaborated with the creative director overseeing the design of the rest of the site. My team and I also worked closely with Product Managers and the development team to ensure seamless execution and adherence to design standards.
Notable Achievement
The Direct-to-Consumer business has grown from $9 million in 2019 to $123 million in 2023, experiencing its highest year-over-year growth rate of 170% from 2020 to 2021.
Membership Integration & User Journey Optimization
Challenge:
The challenge with the Mattel Creations site was integrating membership programs inherited from the Hot Wheels Collector and Barbie Signature sites. While these programs previously offered yearly memberships during limited-time releases, the new model allowed users to purchase memberships at any time, with each membership tailored to a specific brand. As a result, the site's design needed to communicate these changes in membership accessibility and brand-specific offerings effectively.
Solution:
We enhanced user engagement and conversion opportunities by strategically integrating membership promotions throughout various touchpoints in the user journey, including navigation, homepage, brand landing pages, product listing pages (PLP), and product detail pages (PDP). We designed a dedicated membership landing page showcasing different membership programs on the site, as well as individual brand membership pages tailored to support user journeys initiated from the corresponding brand landing pages. Additionally, we developed a specialized component for quickly adding memberships to the cart directly from marketing pages, optimizing the user experience and encouraging membership adoption.
Product Detail Pages Complexity and Design Solutions
Challenge:
Mattel Creations offered a variety of sales formats, from typical e-commerce to limited-time release sales and crowdfunding. Many of the site's most sought-after items were available through flash sales, required paid memberships, had limited purchase quotas, and were often pre-ordered.
Solution:
These intricate prerequisites necessitated product detail page (PDP) templates with multiple components, tailored to support various item requirements. The PDP templates were meticulously mapped out to accommodate different user states and sales cycle stages, ensuring seamless navigation through phases like 'coming soon,' 'available now & signed in with membership state,' and 'crowdfunding campaign ended & bonus tier 1 2 unlocked.'
