BACKGROUND
BACKGROUND
BACKGROUND
The Collector’s Guide
The Collector’s Guide
The Collector’s Guide
The Squishmallows Collector’s Guide was the most visited page on the original website, yet it existed as an outdated, incomplete list with little value beyond basic reference. Recognizing the opportunity to transform this high-traffic destination, we set out to redesign the guide into a dynamic, interactive experience that not only provided collectors with accurate and up-to-date information, but also enhanced engagement, reinforced brand loyalty, and celebrated the joy of collecting in a fun and immersive way.
Role
Role
Role
Lead UX/UI Designer
Lead UX/UI Designer
Duration
Duration
Duration
3 Months
3 Months
Team
Team
Team
Product Manager, UX Designer, Brand Manager, Front End Developer
Product Manager, UX Designer, Brand Manager, Front End Developer
Platform
Platform
Platform
Responsive Website
Responsive Website
The wins
Engagement Increased Across the Guide Experience
We saw a notable increase in overall site engagement, with users spending significantly more time exploring the redesigned Guide.
Collector Behavior Became Actionable Data
The redesigned guide gave us valuable insight into collector behavior, revealing which Squishmallows were most favorited, added, and searched for.
The Guide Opened a New Path to Commerce
While the Collector’s Guide wasn’t built with direct sales in mind, we later introduced a “Buy Now” option on select Squishmallows within the guide.
DEFINING THE PROBLEM
DEFINING THE PROBLEM
DEFINING THE PROBLEM
The most visited page was outdated and offered the least engaging experience.
The most visited page was outdated and offered the least engaging experience.
The most visited page was outdated and offered the least engaging experience.
My Role
My Role
My Role
I led the end-to-end design of the Squishmallows Collector’s Guide, shaping the experience to better serve fans while uncovering new engagement opportunities for the brand. I also partnered closely with the Squishmallows marketing and leadership teams to surface insights from online communities and competitor research.
I led the end-to-end design of the Squishmallows Collector’s Guide, shaping the experience to better serve fans while uncovering new engagement opportunities for the brand. I also partnered closely with the Squishmallows marketing and leadership teams to surface insights from online communities and competitor research.
THE ASK
THE ASK
THE ASK
How might we redesign the Guide to transform a static list into a complete, interactive experience that helps collectors easily discover, track, and share their collections?
How might we redesign the Guide to transform a static list into a complete, interactive experience that helps collectors easily discover, track, and share their collections?
How might we redesign the Guide to transform a static list into a complete, interactive experience that helps collectors easily discover, track, and share their collections?
THE CONTEXT
THE CONTEXT
THE CONTEXT
A High-Traffic Opportunity
A High-Traffic Opportunity
A High-Traffic Opportunity
The Collector’s Guide consistently outperformed every other page on the site, drawing over 600,000 visits per month, more than the homepage and product pages combined. Yet despite this traffic, the experience was limited to a static list, leaving collectors without the tools or interactivity they expected.
The Collector’s Guide consistently outperformed every other page on the site, drawing over 600,000 visits per month, more than the homepage and product pages combined. Yet despite this traffic, the experience was limited to a static list, leaving collectors without the tools or interactivity they expected.
The Collector’s Guide consistently outperformed every other page on the site, drawing over 600,000 visits per month, more than the homepage and product pages combined. Yet despite this traffic, the experience was limited to a static list, leaving collectors without the tools or interactivity they expected.
Why Not An App?
Why Not An App?
Why Not An App?
Leadership decided against developing a standalone app to keep traffic centralized on Squishmallows.com. Additionally, they viewed the redesigned Collector’s Guide as an MVP, a lower-cost way to validate collector interest and functionality before committing to the sizable investment an app would require.
Leadership decided against developing a standalone app to keep traffic centralized on Squishmallows.com. Additionally, they viewed the redesigned Collector’s Guide as an MVP, a lower-cost way to validate collector interest and functionality before committing to the sizable investment an app would require.
Leadership decided against developing a standalone app to keep traffic centralized on Squishmallows.com. Additionally, they viewed the redesigned Collector’s Guide as an MVP, a lower-cost way to validate collector interest and functionality before committing to the sizable investment an app would require.
UNDERSTANDING OUR USERS
UNDERSTANDING OUR USERS
UNDERSTANDING OUR USERS
Community Frustration Was Clear
Community Frustration Was Clear
Community Frustration Was Clear
Collectors voiced dissatisfaction with the outdated guide, citing missing information, lack of updates, and reliance on third-party apps to fill the gap.
Collectors voiced dissatisfaction with the outdated guide, citing missing information, lack of updates, and reliance on third-party apps to fill the gap.
What Collectors Were Using
What Collectors Were Using
What Collectors Were Using
The Squad App
The Squad App
The Squad App
The Squad App is popular among collectors for its ease of discovery and ability to quickly browse Squishmallows, making it a go-to resource for fans. However, it lacks official updates, consistency, and accuracy, often leaving gaps in information or showing unreleased items, which creates confusion.
The Squad App is popular among collectors for its ease of discovery and ability to quickly browse Squishmallows, making it a go-to resource for fans. However, it lacks official updates, consistency, and accuracy, often leaving gaps in information or showing unreleased items, which creates confusion.
Squishmallows Wiki on Fandom
Squishmallows Wiki on Fandom
Squishmallows Wiki on Fandom
The Squishmallows Wiki on Fandom offers a vast, community-driven database that covers an impressive range of characters and releases. Yet, because it’s user-edited, the information can be inconsistent, incomplete, or outdated, making it unreliable for collectors who want accuracy and official details.
The Squishmallows Wiki on Fandom offers a vast, community-driven database that covers an impressive range of characters and releases. Yet, because it’s user-edited, the information can be inconsistent, incomplete, or outdated, making it unreliable for collectors who want accuracy and official details.
THE USER
THE USER
THE USER
The Collector Behind the Craze
The Collector Behind the Craze
The Collector Behind the Craze
Cathy represents the passionate Squishmallows collector, creative, detail-oriented, and driven by the joy of completing and sharing her collection. Her behaviors guided key design choices throughout the project: from showcasing actual plush photography instead of CAD models (to make the experience feel authentic and tangible), to surfacing key details like release waves, sizes, and variants directly on the card.
Cathy represents the passionate Squishmallows collector, creative, detail-oriented, and driven by the joy of completing and sharing her collection. Her behaviors guided key design choices throughout the project: from showcasing actual plush photography instead of CAD models (to make the experience feel authentic and tangible), to surfacing key details like release waves, sizes, and variants directly on the card.
Cathy represents the passionate Squishmallows collector, creative, detail-oriented, and driven by the joy of completing and sharing her collection. Her behaviors guided key design choices throughout the project: from showcasing actual plush photography instead of CAD models (to make the experience feel authentic and tangible), to surfacing key details like release waves, sizes, and variants directly on the card.
DESIGNING THE EXPERIENCE
DESIGNING THE EXPERIENCE
DESIGNING THE EXPERIENCE
Finding Clarity Through Iteration
Finding Clarity Through Iteration
Finding Clarity Through Iteration
I started with vibrant, candy-colored layouts that celebrated the playfulness of the brand, but as I continued, usability took a hit. Filters became inconsistent and visual noise increased. Brand was also not happy with the direction. Through testing and refinement, we discovered the sweet spot: a clean, neutral interface that feels both collectible and calm.
I started with vibrant, candy-colored layouts that celebrated the playfulness of the brand, but as I continued, usability took a hit. Filters became inconsistent and visual noise increased. Brand was also not happy with the direction. Through testing and refinement, we discovered the sweet spot: a clean, neutral interface that feels both collectible and calm.
Built with Jazwares Playkit
Built with Jazwares Playkit
Built with Jazwares Playkit
To ensure visual consistency and accelerate delivery, I leveraged Jazwares’ internal design system, which I previously helped build and maintain. Using established components, typography, spacing, and interaction patterns allowed the experience to feel immediately familiar and on-brand while dramatically reducing design time compared to starting from scratch. This approach enabled me to focus more deeply on solving user problems and refining key moments in the experience rather than rebuilding foundational UI patterns.
FEATURE #1
FEATURE #1
FEATURE #1
A Way to Track & Wishlist Collectibles
A Way to Track & Wishlist Collectibles
A Way to Track & Wishlist Collectibles
Key Observation
Collectors don’t just want to browse Squishmallows, they want to organize them. Fans needed a simple way to track which ones they own and wishlist the ones they’re hunting for, all in one place.
Collectors don’t just want to browse Squishmallows, they want to organize them. Fans needed a simple way to track which ones they own and wishlist the ones they’re hunting for, all in one place.
Collectors don’t just want to browse Squishmallows, they want to organize them. Fans needed a simple way to track which ones they own and wishlist the ones they’re hunting for, all in one place.
How It Works
I designed intuitive interactions that let users easily mark Squishmallows as owned or wishlist through clear primary and secondary CTAs. A quick-toggle menu allows switching between “My Collection,” “My Wishlist,” and the full guide, creating a fluid, collector-focused experience.
I designed intuitive interactions that let users easily mark Squishmallows as owned or wishlist through clear primary and secondary CTAs. A quick-toggle menu allows switching between “My Collection,” “My Wishlist,” and the full guide, creating a fluid, collector-focused experience.
I designed intuitive interactions that let users easily mark Squishmallows as owned or wishlist through clear primary and secondary CTAs. A quick-toggle menu allows switching between “My Collection,” “My Wishlist,” and the full guide, creating a fluid, collector-focused experience.
FEATURE #2
FEATURE #2
FEATURE #2
Built-In Social Sharing
Built-In Social Sharing
Built-In Social Sharing
Key Observation
Collectors love showing off their Squishmallows, but the original guide offered no way to share progress or display their collection publicly. Without a simple sharing feature, fans were limited to screenshots or external tools to showcase their finds.
Collectors love showing off their Squishmallows, but the original guide offered no way to share progress or display their collection publicly. Without a simple sharing feature, fans were limited to screenshots or external tools to showcase their finds.
Collectors love showing off their Squishmallows, but the original guide offered no way to share progress or display their collection publicly. Without a simple sharing feature, fans were limited to screenshots or external tools to showcase their finds.
How It Works
We added an integrated sharing system on the My Collection page, giving fans the ability to instantly share their collection on Facebook, Pinterest, or through a direct link or downloadable PDF. This transformed the guide from a private tracker into a social experience, celebrating fandom and community connection.
We added an integrated sharing system on the My Collection page, giving fans the ability to instantly share their collection on Facebook, Pinterest, or through a direct link or downloadable PDF. This transformed the guide from a private tracker into a social experience, celebrating fandom and community connection.
We added an integrated sharing system on the My Collection page, giving fans the ability to instantly share their collection on Facebook, Pinterest, or through a direct link or downloadable PDF. This transformed the guide from a private tracker into a social experience, celebrating fandom and community connection.
FEATURE #3
FEATURE #3
FEATURE #3
Community-Powered Submissions
Community-Powered Submissions
Community-Powered Submissions
Key Observation
Since we chose not to pull from third-party APIs, we could control the accuracy and quality of images and details within the guide. However, that also meant updating thousands of entries manually, a challenge made harder by incomplete internal records following the company’s acquisition.
Since we chose not to pull from third-party APIs, we could control the accuracy and quality of images and details within the guide. However, that also meant updating thousands of entries manually, a challenge made harder by incomplete internal records following the company’s acquisition.
Since we chose not to pull from third-party APIs, we could control the accuracy and quality of images and details within the guide. However, that also meant updating thousands of entries manually, a challenge made harder by incomplete internal records following the company’s acquisition.
How It Works
To bridge the gap, I designed a fan submission bubble form that invites collectors to help complete the guide. Users can upload missing Squishmallows, images, and details directly through a simple, in-page form, turning fans into collaborators and strengthening the sense of community ownership around the guide.
To bridge the gap, I designed a fan submission bubble form that invites collectors to help complete the guide. Users can upload missing Squishmallows, images, and details directly through a simple, in-page form, turning fans into collaborators and strengthening the sense of community ownership around the guide.
To bridge the gap, I designed a fan submission bubble form that invites collectors to help complete the guide. Users can upload missing Squishmallows, images, and details directly through a simple, in-page form, turning fans into collaborators and strengthening the sense of community ownership around the guide.
RESULTS & REFLECTION
RESULTS & REFLECTION
RESULTS & REFLECTION
What Worked and What’s Next
What Worked and What’s Next
What Worked and What’s Next
Reflection
Reflection
Reflection
This project was one of the most fun and creatively challenging ones I’ve worked on. Balancing usability and engagement within an e-commerce framework pushed me to think through every interaction, such as how a collector could save and wishlist items without confusion. It wasn’t perfect, but it became a strong foundation for future iterations, and seeing fans proudly share their collections online has been incredibly rewarding.
This project was one of the most fun and creatively challenging ones I’ve worked on. Balancing usability and engagement within an e-commerce framework pushed me to think through every interaction, such as how a collector could save and wishlist items without confusion. It wasn’t perfect, but it became a strong foundation for future iterations, and seeing fans proudly share their collections online has been incredibly rewarding.
This project was one of the most fun and creatively challenging ones I’ve worked on. Balancing usability and engagement within an e-commerce framework pushed me to think through every interaction, such as how a collector could save and wishlist items without confusion. It wasn’t perfect, but it became a strong foundation for future iterations, and seeing fans proudly share their collections online has been incredibly rewarding.
Next Steps
Next Steps
Next Steps
We’re continuously expanding the Collector’s Guide, adding new Squishmallows and refining data accuracy to better understand collector behavior and product demand. On the design side, I’m making micro-improvements to streamline the experience and plan to revisit the app concept in the near future.
We’re continuously expanding the Collector’s Guide, adding new Squishmallows and refining data accuracy to better understand collector behavior and product demand. On the design side, I’m making micro-improvements to streamline the experience and plan to revisit the app concept in the near future.
We’re continuously expanding the Collector’s Guide, adding new Squishmallows and refining data accuracy to better understand collector behavior and product demand. On the design side, I’m making micro-improvements to streamline the experience and plan to revisit the app concept in the near future.