Hasbro · IBM iX · E-Commerce
Rebuilding a
beloved toy shop
Nostalgia is powerful. Redesigning Hasbro's e-commerce meant honoring it while moving forward.
Nostalgia is powerful. Redesigning Hasbro's e-commerce meant honoring it while moving forward.
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.
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.
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.
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.
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.