Mattel, Customer Experience Strategy
Roles: Creative Direction, User Experience Design, Interaction Design
Roles: Creative Direction, User Experience Design, Interaction Design
Over the course of three years, I worked closely with Visual Merchandising Managers and Global Brand Marketing Directors to create strategically designed experiences for two of Mattel's most icon brands—Barbie and Hot Wheels. Loyal fans had high expectations for the highly visible branded experiences as did Mattel's executive leadership. Each experience was launched in highly competitive markets with much fanfare and press coverage.
Style by Me Barbie at FAO Schwarz, New York City
House of Barbie, Shanghai
Style by Me Barbie at FAO Shwarz, NYC
To commemorate the fiftieth anniversary of Barbie’s debut, Mattel opened the Style by Me Barbie experience inside the iconic FAO Schwarz Store on Madison Avenue in New York City. The experience allowed customers to not only style their own completely customizable doll but also watch their doll literally "walk the catwalk" as animated video of their custom doll design played on flanking monitors. I lead with my teams to develop not only the UX, IA and UI of the "designer's" stations, but also the extremely complicated back room process and doll order interface that employees had to use to make the dolls (correctly and in a timely fashion). I also developed all storyboards for the motion graphics for the experience and influenced the visual aesthetic of the space.
To commemorate the fiftieth anniversary of Barbie’s debut, Mattel opened the Style by Me Barbie experience inside the iconic FAO Schwarz Store on Madison Avenue in New York City. The experience allowed customers to not only style their own completely customizable doll but also watch their doll literally "walk the catwalk" as animated video of their custom doll design played on flanking monitors. I lead with my teams to develop not only the UX, IA and UI of the "designer's" stations, but also the extremely complicated back room process and doll order interface that employees had to use to make the dolls (correctly and in a timely fashion). I also developed all storyboards for the motion graphics for the experience and influenced the visual aesthetic of the space.
The backroom where the dolls were assembled. Six Foot designed and developed the application used to collect and send doll orders and specification to the assembly team. I led the UX/IA development of the backroom application and collaborated with the our development team as the product went through a series of iterative testing and updates.
Backroom Fulfillment, IA
Backroom Fulfillment, IA
User flow model for the experience.
House of Barbie, Shanghai, China
Because of the success of the Style by Me Barbie experience in New York City and as a continuation of 50th anniversary celebration, the Styled by Me experience was updated for Chinese consumers and housed in the House of Barbie flagship store in Shanghai, China.
Because of the success of the Style by Me Barbie experience in New York City and as a continuation of 50th anniversary celebration, the Styled by Me experience was updated for Chinese consumers and housed in the House of Barbie flagship store in Shanghai, China.
Hot Wheels Factory Experience at FAO Schwarz in NYC
Mattel was interested in creating a fun and exciting experience that would reflect the Hot Wheels brand. The experience encouraged customers to tap into their creativity by designing/customizing their very own Hot Wheels vehicle. There were six kiosk stations equipped with touchscreen monitors and surround sound that brought each step of the customization process to life. The final pay-off was a minute long animation of the customer's car being built "live". At the end of the process, the customer's car would be delivered down a little shoot and directly inside their kiosk station.
Mattel was interested in creating a fun and exciting experience that would reflect the Hot Wheels brand. The experience encouraged customers to tap into their creativity by designing/customizing their very own Hot Wheels vehicle. There were six kiosk stations equipped with touchscreen monitors and surround sound that brought each step of the customization process to life. The final pay-off was a minute long animation of the customer's car being built "live". At the end of the process, the customer's car would be delivered down a little shoot and directly inside their kiosk station.
In an oversized Hot Wheels engine, each piston featured a kiosk were customers could design their own custom Hot Wheels vehicle. The immersive configurator experience featured animations, voiceover, music and sound effects playing through surround sound speakers. Once the customer's design was complete, a payoff animation featuring their custom design would play on-screen as their car was being assembled in a back room by an in-store employee. Upon completion, the car, packaged in a custom Hot Wheel's Factory case would slide through a shoot directly into the customer's hands.
