Consumer Goods, Mattel

Mattel E-Commerce Refresh


Mattel’s 2015 e-commerce redesign initiative was established to unify disparate brand properties around a common, unified e-commerce user experience, content management platform and fulfillment infrastructure. 1:1 Ratio served as the project’s primary UX consultant, in association with Accenture, to develop a best-practice user experience through iterative wire-framing, user focus testing, and engaging visual design across 4 premium brands: Barbie, Hot Wheels, Thomas & Friends and Fisher-Price.



Digital Strategy

Early stage development of the project involved extensive functionality ideation and wireframe development. 1:1 Ratio led a multi-agency effort to build common consensus on functionality specs to craft a best-in-class user experience across multiple Mattel signature brand properties.


The Barbie Collection UI Design

As a result of a redesigned, unified taxonomy and user-flow, three distinct user-interface skins were conceptualized and designed by 1:1 Ratio. This design is for The Barbie Collection, a showcase of premium Barbie doll products and collectibles.


Thomas & Friends Wooden Railway UI Design

1:1 Ratio expanded the Thomas & Friends Shop site with unified UX features and an improved visual design.


Fisher-Price Store UI Design

1:1 Ratio applied a fresh design to the Fisher-Price Store as part of the e-commerce refresh.


Digital Style Guide Development

As part of the initiative, 1:1 Ratio developed all digital brand style guides to inform 3rd party developers with build-out of the design artifacts.