Toys"R"Us

Big Book 2017 was a 180-page printed catalog packed with toys. Families would use these catalogs to curate gift ideas for the Christmas season.

Our goals were to translate this printed catalog into a digital shopping experience and provide an integrated entertainment experience.

I had the opportunity to lead the project as the UX Design lead, UI Design consultant, and Manager of the web development team. I worked very closely with our Marketing, Merchandising, Creative, and Web Dev teams to bring Big Book to life.

With user data acquired from past Big Book experiences, we identified four types of users. In order to accommodate the desires of these users, we opted for a dual-path approach: the "fun" experience and the "shopping" experience.

Even though we have two seemingly separate experiences, I wanted to ensure that both were interconnected at multiple touch points so any user could pivot at any time between the two.

Our Creative team designed beautiful splash pages called Beacons. These Beacons acted as major categorization elements that highlighted the most desired toy types.

I directed the teams to use CSS animations to save on performance and provide greater flexibility. I worked with our amazing animator to streamline and finalize these playful content animations.

Our website was naturally an online catalog. I worked with our Web Operations team to create curated pages that matched the printed catalog, and we connected each page back to our main landing page experience through simple banners at the top of each page.

Doing this allowed us to take full advantage of the site itself and provide an optimal shopping experience that connected to the landing page hub.

Our "fun" landing page allowed us the opportunity to showcase what kids really want...toys! We used simple animations of children playing to keep the sense of energy and movement, along with our new colorful grid pattern that featured products that zoom in on hover.

Mobile View

When planning for mobile, we opted for a hybrid of responsive and adaptive design and development. Our mobile users were primarily "power shoppers," but we wanted to make sure they had access while on the go.

This is a snapshot of the entire page in desktop view.

I wanted to do something really engaging with our "fun" experience landing page, so I pitched the idea of a simple runner game to our Creative team. The Big Book catalog was decorated with child-like drawings.

Our team of designers and animators provided the amazing art and audio, while my rock-star web development team built it using HTML Canvas. My role was to conceptualize, strategize, and coordinate the teams as a Director.