The existing Mastermind Toys e-commerce site was visually cluttered and offered an overwhelming number of product categories and navigation options. Tribal Worldwide, Toronto was tasked with conceiving a modern e-commerce experience that is both frictionless and enticing. Mastermind Toys is known for its helpful in-store staff and toy expertise. We sought to bring this same helpfulness and expertise online.
As the lead UX designer, I was thoroughly engaged in each stage of the project, including customer research, feature set definition, site architecture, and designing and testing interaction patterns. The Gift Finder tool, navigation, cart, and checkout flows were my key focus as they involved the most complex functionality and business requirements. The result was a beautiful, simple, bold and modern e-commerce experience.
IA/UX: Daniel Wiseman, Victoria Sinko / Visual design: Stéphane Fournier, Jeremy Lenz / UX director: Jarrod Beaton / Design director: Ben Playford / Producer: Ella Gruber / Account: Kaezad Nallaseth