Over more than 15 years at Mastermind Toys, I’ve been in a unique position to observe and learn from the changing digital landscape.

I’ve provided creative direction and UI/UX implementation on all of Mastermind’s various website iterations. My in-house team continues to support the site: designing ads and marketing emails and creating customized shops that provide a more expansive online shopping experience through animation, video and guided storytelling.

I’ve also played a major role in launching such digital projects as our first-ever loyalty program: Mastermind Toys Perks. In 2017, we debuted out hugely successful Reserve online, collect in-store program – I led the design of the UI/UX integration, customizing an out-of-the-box solution to provide a clean and satisfying customer experience. Feedback surveys show our UX process for this program has earned a customer approval rating of greater than 90%.

Alongside our ecommerce site, we’ve grown with the changing social media landscape – I’ve been instrumental in establishing our brand presence on Facebook, Twitter, YouTube and Instagram.