Rebuilding a
beloved toy shop
Nostalgia is powerful. Redesigning Hasbro's e-commerce meant honoring it while moving forward.
I grew up on Hasbro. Redesigning their toy shop wasn't just a project — it was personal.
The objective was deceptively simple: redesign Hasbro's online toy shop, stay true to the brand, integrate it with the main site, and craft a stellar user experience.
But Hasbro isn't just a retailer — it's a repository of childhood memories. Every design decision carried the weight of that. We set out to make something that felt like Hasbro again.
Simple, clean, intuitive. That's what we set out to do. That's not as simple as it sounds.
From new to familiar user — for everyone
- Complex filtering for a wide product range
- Multiple user types with very different needs
- Modern refresh without losing brand equity
- Integrating toy shop into the main Hasbro site
- Accessibility compliance across the experience
The mother is the ring leader
Our research surfaced two key user types — the Tier Zero collector and the Mother. We ran a Design Thinking workshop with the client, conducted user interviews, and ran a heuristic evaluation of the original site.
The mother persona became our focus. She's not just buying for her child — she's coordinating gifts for grandparents, birthdays, holidays, and every other occasion in the family calendar.
Lead Designer · IBM iX
Halfway through day one of testing, we redesigned the filtering on the spot.
Twenty users. Three days of testing. When our first-day users consistently overlooked the filtering options, we didn't wait — I redesigned the placement immediately and replaced the prototype the same day. That decision improved the entire second half of testing. It's what iterative design actually looks like.
Let the toys shine
Clean white space. Clear filtering by play style and brand. A delightful experience from landing page through checkout.
The product space was given room to breathe — because with Hasbro's catalog, the toys sell themselves when they're given space to do it.
A toy shop that felt like Hasbro again.
The redesign delivered a modern, accessible experience that honored the brand's heritage. The filtering overhaul mid-test became one of the strongest examples of iterative design thinking on the project. Accessibility was validated by IBM accessibility experts.