As the VP of Experience at Popular Front, I worked with key global marketing and product/brand leaders at Hasbro to develop a digital strategy that created entertainment channels focusing on the needs, habits, and abilities of Hasbro’s various aged audiences.
We developed Play Place to bring to life Hasbro’s family of preschool-oriented brands in a way that was both age-appropriate for young viewers and also “mom appropriate” in the type of content provided. Because our core audience was of an age that could not use traditional text-based navigation, my UX team researched a variety of sociological and phsyciological models and ultimately adopted a series of archetypes and communication techniques first revolutionized by the Children’s Television Workshop for Sesame Street. This unique perspective on engaging younger audiences allowed us to then develop a strategy and a working prototype of a completely guided experience that allowed children of a pre-reading age to completely immerse themselves into an online world built just for them.
Building consensus at Hasbro was a key part of this project. As a result, deliverables were designed to be iterative and bite-size in nature. In this way we used a workshop approach to gather input and garner feedback while not overwhelming a business-focused, non-technical audience.
This project required me to lead a variety of high-level discussions, distill UX into a variety of working prototypes that could be understood by clients as well as internally drive design, animation, and development scrums.
Below is a small cross section of the types of documentation used throughout this project:
The first step was to create a single-page infographic, called a structure chart, that could be used to position the strategy and structure of the experience to c-level officers. View the Structure Chart.
Next we used a workbook approach to engage various brands into understanding their opportunities in the Preschool Channel. Using lo-fi worksheets allowed us to quantify their engagement (which in turn helped with their budgeting). View a sample Campaign Opportunities Worksheet.
Working protoypes or motion demos were key to building consensus with the client and also directing a myriad of agency teams (animators, designers, coders and developers). View the Flash motion demo.
I also oversaw the creation of testing plans, moderator’s guides and recruiting plans for usability testing with preschool age children and their parents. Due to the age of the subjects, the usability test had to accommodate the attention spans of the kids as well as factor in the environment in which the kids were likely to use the experience. As a result, we worked with an Early Childhood Family Education Group that was willing to have us test on-site at one of their weekly meetings. View the usability findings.