*The visible project doesn’t include a brand name or logo because I am not permitted to use it.
* When I refer to the project, I use ‘we,’ which refers to the team that worked with me, typically including a developer and a strategist.
About…
A toy brand focused on creating innovative, fun, and educational products for kids. Their standout product, the Shape Shifter Box, is a toy that shifts from a cube into various forms, allowing kids to create unique structures and art. It’s a perfect blend of creativity and skill-building, helping children develop motor skills and cognitive abilities. The key challenge was convincing parents and grandparents of the toy’s educational value and how it would captivate their kids’ interest.
The problem…
The main challenge was building trust with our target audience, especially grandparents like Linda, who are cautious about the toys they purchase for their grandkids. We needed to show that the Shape Shifter Box wasn’t just another toy but a tool that could engage children, help them develop essential skills, and inspire creativity. We had to convey these benefits clearly and visually, in a way that connected with the values of caregivers who prioritize educational growth in playtime.
The goal…
The goal was to position the Shape Shifter Box as a fun and educational toy, one that both kids would love and caregivers would feel confident investing in. It was essential to emphasize its creative potential, motor skill development, and the unique feature of connecting multiple boxes to create larger structures.
The audience…
Linda Evans, a 67-year-old retired teacher from Charlotte, NC, was our ideal target persona. With her background in education, Linda is very selective when choosing toys for her five grandchildren. She values educational toys that help children learn while having fun, and she often spends time researching before making a purchase. Linda wants toys that will not only entertain but also contribute to her grandkids’ motor skills and cognitive development.
Given her background and role as a grandmother, Linda is interested in toys that foster learning but are also engaging enough to keep her grandchildren occupied during their visits. She wants something innovative, safe, and capable of holding their attention for long periods.
The process…
For two years, the focus was on perfecting a single landing page dedicated to the Shape Shifter Box. Since this product was the flagship toy, we ran continuous A/B testing, tweaking every headline, section, and visual element. On average, we ran 3 to 5 tests per month, ensuring that every change was backed by data and improved the page’s performance.
The core strategy revolved around finding the right balance between a minimalist design (to appeal to the decision-making adults) and colorful, kid-friendly elements like drawings, shapes, and playful visuals (to show the toy’s appeal to children). Throughout, the messaging stayed focused on the family dynamic, emphasizing how this toy could bring parents, grandparents, and kids together while supporting the child’s development.
After two years of testing and optimizing the Shape Shifter Box landing page, FIMT decided to merge their other products into a single brand website. Alongside the Shape Shifter Box, we introduced glow toys and more advanced shape-shifting toys that were difficult to explain with words but visually captivating. Each new product required dedicated landing pages, product pages, and offer pages to properly showcase their features and engage the audience.
By carefully testing and optimizing every aspect of the Shape Shifter Box landing page, we were able to create a highly efficient user experience that resonated with caregivers like Linda. The family-focused messaging combined with educational benefits helped build trust, while the playful visuals kept the page fun and engaging for visitors. As the brand expanded, the strategy extended to new products, maintaining the balance between educational value and entertainment.