jeremy lenz
creative & art direction

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Mastermind Toys
Shopping Experience

Eccommerce . Tribal Worldwide . UI Art Director . 2016

Mastermind Toys has been opening stores across Canada over the past 20 years. They are quickly becoming the most prolific Toy Store in the country. Mainly because their in-store shopping experience is exploratory, fun and joyful. Our goal was to make the online shopping experience as fun and joyful as the in-store experience.

 
Opening the doors.

Walking into a toy store is a magical experience. It’s bright, colourful, and bursting at the seems with endless fun and wonder. Our aim was to create the same feeling when you first come to mastermind.ca. The colour are bright, the shapes are playful and it’s packed with all the best toys. We’ve also done what no store can do. We’ve curated it just for you. On our homepage you’ll get a glimpse into the best seasonal toys, the latest deals, the hottest toys out there now and - if you’re logged in - toys ralated to items that you’ve searched or purchased before.

 

 

Exploring a new toy.

The product pages are informative, packaed with images, but not overwhelming. Everything you need to know is visible at a quick glance with many options to dive deeper as you browse.

Unique collections.

We developed custom templates that allow Mastermind to feature a brand or collection with a unique experience. These pages can house multiple categories of toys, videos, photos and stories.

Finding the right toys and books.

We packed the experience with everything you need to find the perfect toy or book. Multiple ways to filter by brand, age range, budget, categories and more. Simple steps to create wishlists and share them with friends and family members. Even a live chat function that will hook you up with a representative at one of our stores.

Time to check out.

The checkout experience is a simple stepped process that’s easy to follow and totally transparent. Add ons such as free gifts and promos are visual and easy to find.

Extras.

As an added benefit to working on this project I was also given the opportunity to redeisign the gift cards and wrapping paper. Pretty cool when I see these getting passed around.

Life360 “Parent Puberty”

Life360 “Parent Puberty”

Theraflu “Right to Recover”

Theraflu “Right to Recover”

FIGR “Go Sessions”

FIGR “Go Sessions”

Church’s Chicken “The Collection has Landed”

Church’s Chicken “The Collection has Landed”

Buckley’s “No Time for Sick”

Buckley’s “No Time for Sick”

Volvo “Candanavia”

Volvo “Candanavia”

McDonalds “Canadian Farmers”

McDonalds “Canadian Farmers”

Durex “Savvy Lovers”

Durex “Savvy Lovers”

BMW “8 Series”

BMW “8 Series”

Mastermind Toys “Shopping Experience”

Mastermind Toys “Shopping Experience”

Xbox “State of Decay 2”

Xbox “State of Decay 2”

Amazon “Fire Tablet”

Amazon “Fire Tablet”

jeremy lenz
creative & art direction

toronto canada  jeremy.lenz.ad@gmail.com