S T U D I O
Fuel Youth Engagement
R O L E
Lead UI Designer
O V E R V I E W
Led the UX and UI redesign of Barbie.com, transforming the platform into a more engaging, interactive digital destination for children. The redesigned experience introduced games, downloadable activities, and a Pinterest-inspired inspiration board where users could save their favourite content.
The project was grounded in user research, usability testing, and iterative wireframing, with close collaboration alongside Mattel's product teams, including on-site design workshops at their Los Angeles headquarters.
R e s p o n s i b i l i t i e s
• UI Art
• UX Design
• User Flows
• User Research & Discovery
• Wireframes
• Icon Design
• Logo Design
• Interactive Prototypes
• High Fidelity Comps
• Client Communications
Designed to improve usability and engagement by streamlining navigation, personalizing content, and creating meaningful opportunities for exploration.
P r o b l e m
An aging website lacked engaging experiences, intuitive navigation, and personalized features that encouraged exploration, creativity, and repeat visits.
S o l u t i o n
Designed a child-friendly experience with intuitive navigation, interactive content, personalized collections, and simplified pathways to discover games and activities.
Conducted user testing, created wireframes and user flows, designed responsive interfaces, and collaborated directly with Mattel throughout the design process.
O u t c o m e
Delivered a modern, engaging platform that strengthened the Barbie digital experience through research-driven design and close partnership with Mattel's global team.
W i r e f r a m e s
Before moving into visual design, we developed wireframes and validated key user flows through usability testing. Insights from real users informed each design iteration, ensuring navigation, content discovery, and interactions were intuitive, engaging, and aligned with children's needs.
P r e l i m i n a r y p l a n n i n g
A l l W o r k. M o r e P l a y.
E x e c u t i o n a n d D e s i g n
C U S T O M V EC T O R I C O N D E S I G N
The Barbie creative team sought a vibrant and glossy aesthetic, a vision we successfully brought to life by integrating it into accent elements like the navigation menu icons.
I n t e r a c t i v e F a s h i o n G a m e
BDoll Maker was an interactive avatar creator that let users customize their own Barbie with unlockable clothing, accessories, and hairstyles. Players could save their favourite looks to a personalized inspiration board, creating a fun, shareable experience that encouraged creativity and repeat engagement.
L o g o D e s i g n s
Designed logos and brand assets for multiple Barbie digital series, including Barbie Short Clips, Barbie Team Fashion, Barbie Dreamhouse Mysteries, and Barbie Dream Squad. Each identity was crafted to reflect the unique personality of its series while maintaining consistency with the broader Barbie brand across digital platforms, including YouTube.
