Research revealed that collectibles are the one toy sector that is growing.
Nostalgia is a powerful driver
I took an old client, NECA (National Entertainment Collectibles Association), and used Personas, Market Research and UX Analysis to reimagine their website in order to drive more business.
- WHO: NECA: National Entertainment Collectibles Association
- WHY: An unsolicited side project for a past client
- WHAT: UX Audit, Research, Sketching, Wireframes, Design
- RESULT: A refreshed web experience that utilizes more imagery, nostalgia and a clearer way to sign-up for updates
I got started by researching the collectible figure and toy industry to better understand 1. The types of users who will most likely visit the site and 2. Where the industry is going from a business perspective.
- Collectible action figures was the only area of key growth from 2018-2019 at 11%.
- Parents, millennials and nostalgia drive the most growth.
- With most children transitioning to digital “toys” earlier, adults are offsetting the decline of those sales.
After researching the toy market I created the ideal persona who would most likely visit the site as well as purchase collectible figures.
- Millennial-aged male (30-40), married with children.
- Dual household income, with disposable income.
- Driven by the movies and television from their childhood and wanting to share those experiences with their children.
I reviewed the current homepage for NECA and uncovered areas that could be improved. At this stage, it isn’t about making it look nice, it is about improving UX and laddering-up to business goals.
- The main slider is hiding a good amount of content from the user (the negative side of sliders).
- The CRM sign up was housed at the bottom of the page, we should highlight to drive engagement with prospective customers.
- We could connect users to what matters most: beautifully sculpted figures with more strategic use of imagery.
I combined my findings from market research and persona development with my UX Analysis to create wireframes.
- More powerful imagery to get users excited about their favorite properties.
- Lead with nostalgia-driving IP for our key persona.
- Have a clearer way to drive signups for the newsletter.
After Wireframes, I dove into designs. I have to admit that it was a blast working with some familiar faces!
- More focus on the visuals and getting users to nostalgic IP.
- A clear CTA for the Newsletter.
- A lighter default BG to create more contrast for images.
- More real estate by reducing the header.
- Digging into market research was a key driver in shaping the UX strategy
- Knowing the primary persona better helped align to business goals
- Nostalgia is a powerful emotion that can drive behavior, and can be utilized with imagery and design