american girl
make-your-own doll
I was tasked by American Girl with the task of enhancing the user experience for families and kids who wanted to create their own dolls while maintaining a strong connection with the brand. With meticulous research and an understanding of what drives customer loyalty, we devised a solution that revolutionized the way customers interacted with American Girl. By creating an intuitive online platform, we allowed families and kids to seamlessly customize and personalize their dolls, from selecting hairstyles and outfits to choosing unique features and accessories. To further foster the relationship, we incorporated a social media component where users could share their doll creations and connect with other American Girl enthusiasts. Our comprehensive approach not only elevated the user experience but also ensured that customers remained engaged and invested in the American Girl brand for years to come.
During the discovery phase the team identified many pain points to the previous experience. My job was to pin down those points and propose ways to reduce friction, complete transactions and generate more return visits.
Results: conversions went up, and almost more important, more loyal customers and their families continued the relationship with the brand for generations.
