Community Playthings is a proud U.S. producer of child-focused toys and structures, a century-old company that needed an online redesign, as well as a transition to a content management system for its inventory and e-commerce.
Project Highlights
My role: Creative direction, strategy
Collaborators: Client, strategy team, UX designer, development
The approach: A simple strategy with a complex execution: Convert a catalog-based business — allowing for each product’s various configurations — into an online marketplace
The Outcome
To properly represent the Community Playthings brand in a new e-commerce setting, we leveraged imagery of children and families at play, and reworked the company’s online architecture to enable easy search, research and purchase.
An essential part of this initiative was bringing enhanced beauty and accessibility to the products via high-quality photography and zoom functionality. We also added an “inspiration gallery,” using large environmental images to give customers creative ideas for setting up their own indoor, outdoor and classroom spaces. Imagery containing multiple products all links to more information and connection to other products.
Additional creative & UX spotlights:
- Browsing available by topic or media type
- Robust search functionality and product categorizations
