Fisher-Price

Designing for Development & Omni-Commerce Trust

OVERVIEW:

Since 1930, Fisher-Price has been the world’s most trusted name in childhood development. Founded on the principle that the world needs "better toys," the brand has spent nearly a century creating tools for play that are as educational as they are iconic.

From the Chatter Telephone to the Laugh & Learn series, Fisher-Price remains the foundation of early childhood for families across the globe.

ROLES:

Senior Art Direction
Lead UX/UI Design
Design System Architecture
Cross-Functional Leadership

INSIGHT:

Navigating Parental Trust

The digital challenge for Fisher-Price was Systemic Fragmentation within a sensitive consumer category. Buying for a child requires a higher level of trust and clarity than traditional retail. Segmented legacy sites created "choice paralysis" for parents and caregivers.

To better serve the modern family, Fisher-Price needed to pivot into the Mattel ‘One-Store’ ecosystem—consolidating years of brand equity into a streamlined, high-performance shopping experience.

STRATEGY:

The "One-Store" Evolution

As part of the Mattel ‘One-Store’ Agenda, we engineered a Design System that could pivot from the "high-velocity" energy of other brands to a "joy-filled" and "accessible" interface for Fisher-Price.

  • The Component Skeleton: We utilized a shared library of responsive components to ensure structural stability, allowing the brand to scale globally without technical friction.

  • Dynamic Brand Skinning: I led the UI efforts to translate Fisher-Price’s "Playful & Primary" aesthetic into a digital environment—leveraging rounded UI elements, soft color palettes, and intuitive navigation—while maintaining the unified store's core architecture.

  • Omni-Commerce Integration: We optimized the "One-Store" logic to prioritize product safety information and age-appropriate filtering, creating a frictionless and reassuring path-to-purchase for parents.

OBJECTIVE:

Joyful & Seamless Commerce

The goal was to deliver a consumer-centric experience that merged the joy of play with the efficiency of modern e-commerce, ensuring a system capable of supporting Mattel's youngest consumers and their families.

RESULTS:

Scalable Trust

The "One-Store" initiative successfully integrated Fisher-Price into the Mattel digital footprint, accelerating "Speed-to-Market" and ensuring that the brand’s nearly 100-year legacy of trust is preserved in a modern, scalable digital home.

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