American Girl

A one of a kind experience
CHALLENGE
To create a fun and easy to use custom doll configurator for kids and parents at the American Girls’ flagship store in New York. The experience should also continue for the user at home where they can still customize their one of a kind doll, shop and checkout.
PROJECT SUMMARY
American Girl wanted to provide their core audience the ability to create a doll that looks just like them! Thousands of combinations are available such as glasses, freckles, face shape, skin color, as well as clothing and accessories. The experience needed to be optimized for users in-store as well as at home, allowing them to purchase at their convenience.
AWARDS
* Webby Award Honoree for Best Website Navigation/Structure in 2018
* W3 Awards Gold for Website Features-User Interface for Websites
* W3 Awards Gold for Toy and Hobby Website
* W3 Awards Silver for Shopping Website
* Regional Addy Silver for Consumer Website
* Regional Addy Silver for Digital Creative Technology: Interface & Navigation
MY ROLE
While crafting the end-to-end experience with the team, I primarily focused on research, information architecture, wireframes and prototyping.
THE PROCESS
1. UNDERSTAND USER NEEDS AND GOALS THROUGH DISCOVERY & USER INTERVIEWS
Discovery interviews were conducted with parents and children around experience and product needs for the new concept. Focus groups were performed with parents and one on one sessions with children. Surveys were also sent out at various points to uncover user pain points and feedback on what they would like to be able to customize.
3. PERSONAS, USER FLOWS & SITEMAPS
Once the need and goals of the users were in place, user flows were created to document the key persona paths in-store and online at home. The personas were defined by the stakeholder and user interviews and sitemap was gauged by content available and functionality needs.
4. WIREFRAMES & PROTOTYPING
Wireframes were created to reflect functionality, user flow and overall UI placement. This allowed us to have less room for error in the visual design phase as well as development. The process was agile and most changes occurred from rapid usability testing straight into visual comps.
5. TEST & LEARN
During the design phases we constantly tested nomenclature, UI elements, usability, navigation and user flow with children and parents. Through our insights we made changes on the fly then tested again for validation.
5. RESULTS
The experience launched successfully after 1 year of production, providing young children delight and joy as they are able to create a doll that looks just like them.