Fisher-Price
Introducing a STEAM-focused, sustainable toy subscription to future-proof Fisher-Price and build lasting brand loyalty through personalized play.
CONTRACT PRODUCT DESIGNER
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Service Design
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Web and Tablet UI/UX
I was a product designer as part of a Co-Op with Fisher-Price, working in a team of three to develop a subscription-based educational service aligned with a strategic growth plan. I designed interactive UI/UX prototypes and data visualizations, and presented our work to Fisher-Price’s VP of Branding.
DURATION
October 2021 — January 2022
TOOLS
Figma, InDesign
SKILLS
Product Design, UI/UX, Design Strategy
PROBLEM
Parents want to set their kids up for success but struggle to find the right toys, wasting time and money on trial and error.
Meanwhile, Fisher-Price risks falling behind in a rapidly evolving market that demands more than one-time product sales.
SOLUTION
Fisher-Price’s Grow With Play subscription delivers affordable, development-tailored Play Kits that evolve with kids, making learning effortless for parents and turning FP into a trusted educational partner.
3. Receive Toys
Receive an initial core kit at your doorstep, with add-ons to the core toy delivered each month.
2. Select a Plan
Choose and modify a bespoke play plan that works with your budget and goals.
1. Create a Profile
Fill out a questionnaire to identify indicators of your child(s)' interests and developmental stage.
HOW IT WORKS
PROCESS
Market Research and User Personas
Market Research
I kicked off the process by analyzing Fisher-Price’s sales data, categorizing products and creating a timeline of toy popularity from 2003 to 2021. The data visualizer was printed and displayed at Mattel Headquarters, helping the marketing team understand their brand positioning. Later, in a smaller team of 3, I researched the STEAM toy and Subscription plan industries, analyzing market trends, identifying competitors, and gathering key statistics. I created competitive matrices and evaluated emerging patterns, which influenced Fisher-Price's strategic direction.
User Personas
After market research and interviews, I created user personas for both a parent and a child. In the toy industry, both perspectives are equally important—the child must love the experience, but the parent ultimately makes the purchase. These personas highlighted key needs and pain points, revealing opportunities for Fisher-Price to design a service that that is both engaging for children and valuable for caregivers. A deep understanding of these perspectives informed all future design decisions.
Phygital Offerings
Phygital toys provide a great solution for reducing excessive screen time while still leveraging the benefits of technology to enhance traditional play. I developed two use cases that integrate mobile devices or tablets with physical toys for supplemental learning.
While playing with the Fisher-Price Magic Castle, kids read an age-appropriate educational story via the FP app. Similarly, with the Magic Color Mixing Bowl, the app offers a cooking activity tailored to the child’s current skill level, teaching math concepts like fractions and addition through interactive lessons. This approach not only encourages continuous learning but also extends the lifespan of the toys, as new content can be added regularly via the app.
Check-Out
On the checkout screen, I designed a layout that allows parents to review their selected plan, add or modify toys, and complete their subscription purchase. I implemented clear calls-to-action and an itemized summary of the plan to enhance clarity. I focused on efficient navigation, giving parents full control over their selections while ensuring a smooth transaction process.
Entering the Play Portal
After onboarding, parents create an account and step into the Play Portal, where they receive a personalized ID summarizing key details. To immerse the user in the portal, I added a scalloped edge to the navigation bar, introducing novelty while nodding to Fisher-Price's playful heritage. They’re then introduced to tailored Play Plan recommendations aligned with their child’s needs and interests. A well-structured layout, smooth navigation, and playful interactions make the experience clear and enjoyable.
Onboarding
The onboarding process begins with a simple questionnaire where parents provide key details about their child, such as developmental stage, interests, budget, and preferred service frequency. The questions were built based on Fisher Price's Play Lab's insights. I focused on creating a clean, intuitive interface with bright pastels and consistent iconography to ensure the process felt seamless and engaging.
PROCESS
Building the Wireframes
Developing our Visual Identity
As the head of design, I led the art direction for our product and business materials, shaping a cohesive and engaging brand identity. I designed the logo, color scheme, and typography, ensuring consistency across all touchpoints.
Initially, we explored a green and purple theme, but it felt too clunky and tech-focused. Instead, we embraced a soft, pale pink palette inspired by modern skincare aesthetics, appealing to both Millennial and Gen Z women. To add energy and originality, I introduced a bright orange accent and a playful star doodle.
To bring the brand to life, I collaborated with photographer Eilee Deniston on a branding shoot. I developed a mood board, prepared physical brand assets, and styled the shoot to capture polished, cohesive images for our app and marketing materials.
PROCESS
Branding and Art Direction
TAKEAWAYS
This project gave me hands-on experience in designing for both users and stakeholders. I learned how to balance user needs with business objectives while refining my UI/UX design and design strategy skills. I gained a deeper understanding of the toy and education industries and honed my ability to design with strategic foresight.
Interested in more?
Check out my other case studies!
