Target Australia
Mattel Playroom
Situation
My primary goal was to create more than just a catalogue of toys; I envisioned a vibrant and inspiring online "playroom" that would resonate with Australian parents and gift-givers. The complexity lay in effectively showcasing Mattel's vast portfolio, from iconic brands like Barbie and Hot Wheels to Fisher-Price and Thomas & Friends, all under one cohesive umbrella while ensuring each brand still had its own moment to shine.
I focused on designing a layout that could cater to a broad age range, perhaps through intuitive age-based navigation or clearly defined sections. Beyond just displaying products, I wanted to communicate the inherent play value and developmental benefits that Mattel toys offer, appealing to the priorities I knew Australian parents held.
Keeping the page fresh with new arrivals and highlighting popular items relevant to the Australian market was a key consideration, as was seamlessly integrating the design with Target Australia's established online presence to ensure a familiar and trustworthy shopping experience.
Ultimately, my aim was to build a compelling online destination that would attract consumers specifically seeking Mattel toys and effectively drive sales through the Target Australia webite, while also being flexible enough to accommodate seasonal campaigns and local promotions.
Tasks
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Design an intuitive navigation system that allows Australian users to easily explore the diverse Mattel brand portfolio within the "Playroom" environment on Target Australia's website.
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Create dedicated sections or modules on the landing page for key Mattel brands that highlight their unique appeal, product ranges, and play value for Australian consumers.
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Design a visually appealing and trustworthy landing page that resonates with Australian parents and gift-givers, showcasing Mattel toys in an engaging and informative way within the Target Australia aesthetic.
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Design the landing page to encourage Australian users to browse products, add items to their cart, and complete purchases seamlessly within the Target Australia online store.
Actions
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Helps Australian shoppers find relevant toys more easily, especially if they have specific interests or needs related to the Australian climate or cultural trends.
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Simplifies the shopping process for Australian customers who often shop with a specific age group in mind. Helps users quickly narrow down the vast selection of Mattel toys to those that are age-appropriate and safe.
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Exclusive offerings can make Target Australia a preferred destination for Mattel toys. Highlights the strong relationship between Mattel and Target Australia in bringing unique products to the Australian market.
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Provides Australian parents and children with creative ideas for how to play with Mattel toys, extending their appeal. Showcases different ways to use the toys, potentially leading customers to explore related products they hadn't considered.
Results
Looking back at the Mattel Playroom landing page design for Target Australia, I felt a strong sense of accomplishment seeing how well it resonated with Australian families.
The clear brand hierarchy and age-based navigation we implemented significantly improved the user experience, making it much easier for parents and gift-givers to find the perfect Mattel toys.
The curated brand showcases, filled with engaging visuals and descriptions highlighting play value relevant to Australian children, clearly captured their attention. We saw a noticeable uplift in engagement metrics, with longer browsing times and lower bounce rates, indicating that the content was hitting the mark.
It was rewarding to see our efforts translate into a more successful and user-friendly online destination for Mattel enthusiasts in Australia.
