the project
Shop.Mattel
the who / the what
Site design for Mattel’s new ecom experience.
the situation
Mattel was making the transition from a structure where multiple brands had their own e-commerce platforms to one unified e-commerce experience under the Mattel banner. The goal was to create a centralized platform where Mattel directly connects with shoppers to provide knowledge, inspiration, community, and focus on meaningful moments alongside a wide range of products from their many brands. This new platform would serve as a place to tell brand stories, fully own the brand experience, and establish a connection between purpose and commerce.
Our task was to define the transition from the previous "house of brands" structure to the new "branded house" approach and determine the user journey within this new perspective. We needed to update the overall styles and structure of the shop.mattel.com website, ensuring that each brand under the Mattel umbrella was effectively represented. Additionally, we were responsible for defining key experience pages for events, campaigns, and knowledge base content.
We followed a systematic and iterative process. We began by refining and vetting our designs, focusing on global elements such as the header, footer, navigation menus, interstitials/modals, brand landing pages for top-tier brands, the home page, product detail pages (PDP), and experiential pages for campaigns. Fisher-Price's knowledge base for parents, known as the Playroom, also received special attention.
Throughout the project, we provided UI examples and a style guide to showcase the visual direction and user interface elements. We also offered copy and content direction to ensure consistent messaging across the platform. Additionally, we created templates for universal modules, allowing for easy integration and scalability across different pages.
The deliverables of this project included refined UI designs, a comprehensive style guide, copy and content direction, and templates for universal modules. These outputs serve as a foundation for the redesigned shop.mattel, offering a unified e-commerce experience that effectively communicates Mattel's brand stories, enhances the overall brand experience, and fosters a stronger connection between consumer and brand. The new platform provides a place for shoppers to explore, learn, and engage with the Mattel community while managing their child's development through play.
the team
My Role: Art Direction & Design
Creative Director: Mike Schwoebel
Designers: Phoebe Chin & Victoria Gunell
Created while at Nemo Design