Mattel Creations Site Refresh
The destination for exclusive collectible toys curated by artists for the modern day collector.
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Overview
As Mattel Creations evolved its business model beyond flash sales to encompass a broader range of evergreen items, a website update became necessary to reflect the expansion of our catalog. The goal of the site refresh was twofold: communicating shift in our catalogs on landing pages, and optimizing the mobile user experience.
Contribution
In my role, I defined a strategic vision and execution plan for the site refresh effort. Drawing from user data and past A/B test results, I redesigned the site's framework and incorporated solutions to address operational workflow challenges regarding asset creation. Additionally, I developed an A/B test plan roadmap to validate the effectiveness of these changes.
Homepage & Brand Landing Page Templates Update
I conducted competitive research and analyzed eCommerce trends to ensure that the redesign reflects current market trends and meets user expectations. As part of this effort, I restructured the homepage and brand landing pages to better showcase Mattel Creations' expanded catalog offerings.
In addition, I created new components and updated mobile CSS and icons to enhance both functionality and aesthetics, signaling to users the evolution of Mattel Creations' catalog. To further streamline asset and content creation processes, I reduced the number of banner sizes, minimized copy fields, and optimized components and rules for copy usage for SEO. These actions not only simplify site operations but also make it easier for users to discover Mattel Creations' offerings through search engines.
Encouraging Collecting Behaviors & Optimizing User Journey
Challenge
Mattel Creations heavily relied on flash sales, resulting in catalogs quickly selling out and disappearing from user view, which contradicted our goal of fostering a deeper understanding of our toy lines among new users.
Additionally, Mattel Creations offers various collection types, including events and seasonal promotions, bespoke collaborations with artists, and product lines within brands. Each collection follows its own merchandising, release schedule, and challenges.
Solution
I identified opportunities within each collection type, crafting optimized user journeys. Collaborating with stakeholders, I refined collection terminology for clarity in product tagging and site operations across teams. Collections based on product lines were labeled as 'series,' while maintaining the term 'collections' for events-based and artist collaboration-based collections to ensure user intuitiveness.
A) Encouraging the collection of items in 'series' - Series were product lines that extended over multiple years, with items released either together as a group or individually throughout the year. An essential strategy involved educating users using the new Series Page template, which showcased the full series catalog, including out-of-stock and coming-soon items, and enabled users to filter and shop for available items.
B) Encouraging the collection of items in bespoke collections - limited-edition product assortments resulting from exclusive collaborations with artists or brands featured on Mattel Creations. Collections can include items across categories and may involve multiple brands. My focus was on updating the PDP (Product Detail Page) template to improve storytelling and enhance the overall user experience, informed by the latest trends, insights from A/B tests, and data analytics
