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UX/ Product Design Case Study:
a Line of Toy and Accessory Items
My Role
UX Designer
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Product Designer
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Branding Designer
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UX Researcher
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An Origin Story
Mackenzie's World is a license created for Imagine by Rubie's for the Dallas Toy Fair of 2019.
The purpose behind this project was to inspire the major retail buyers to create their own proprietary brand with our company.
Tutus
The Selections of tutus
had multi layers of printed
patterns which matched
each clothing accessory.
Handbags
Bright and Funky, these
handbags have multiple
patterns on each piece
The buttons have a space
for a collectable cover.
Leggings & Dress
Mix and Match
the patterns to make
an outfit of your own.
Summary
I created a world for Mackenzie and her
experiences that translates to personal
expression for children who value individuality.
Story behind Mackenzie
Project Goals
Solving Problems
This Point of Purchase display is intended to help buyer's envision the possibilities on their own sales floor.
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Also has collectable button covers that use the rubber like jibbitz for croc shoes.
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Build an inviting program of product that has play value
Create a brand that has expansion power.
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Explore the use of multiple
corresponding patterns.
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Approach
By employing empathy, we step back and imagine how an 8 year old child would see the world full of possibility and wonder.
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Using the top selling/trending dress up items
we built stories around all of them.
The goal is to inspire
imagination and pretend play.
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Had assistance with illustration and packaging
by Denise & Ed,
both incredible creatives at Imagine by Rubie's.
Research Methods
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Market Research Analysis
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Branding Creation​
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Building Prototypes
Customer Mindset
Friends who Like to Perform
Olivia, Serafina, Lena
The girls are just feeling the Mackenzie Vibes!
Girls who like to have fashion shows and pretend that they're super stars would love to take selfies and
dress up in these mix and match clothes.
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"These tutus are so cool!"
Getting Inspired
Claire's and Target has a great selection
of accessories and dress up items.
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Characters which led to the development
of Mackenzie:
Pinky Dinky Doo, Esme from Esme & Roy, Doc Mc Stuffins, The Poppy Rangers from We Bare Bears
Prototyping and Control Drawings
This is some samples made for this project
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Buttons are meant to be covered with the charms like the flamingo on the wand below,
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and the charm samples are in the plastic boxes.
Product Samples in Mocked up Packaging
Jewelry
Notebook
Hair Accessories
Wands
Handbags
Mermaid Tail
Butterfly Wings
Collectable Button Covers
Style Guide
Learnings
Document More
Following the exhibition of these items, the boxes which held them were mysteriously lost.
We should have taken the time to photograph these properly so we had reference for later on.
Used for the background of the packaging