Seratti Group

The Challenge

Hasbro wanted to better understand customers' overall reactions to their new site design as it had been redeveloped with the intent of providing a vehicle for purchasing toys and games directly from the manufacturer itself vs. a retail outlet. The research focused on understanding users' preferences and experiences as they interacted with the navigation and the information design of the new site, identifying ways to enhance the overall user experience, in particular the ordering process.

Five key objectives provided a guide for this research:

Understand e-commerce attitudes and behavior
Explore perceptions of Hasbro: brand awareness and understanding
Identify expectations of HasbroToyShop.com
Evaluate the HasbroToyShop.com experiencee
Determine enhancements for HasbroToyShop.com

The Strategy

To understand the current HasbroToyShop.com experience, the Seratti Group recommended qualitative research in the form of in-depth usability sessions. A total of three dyad interviews and seven one-on-one interviews were conducted over two days. In order to elicit more informed and in-depth feedback, dyad participants were given homework assignments to complete prior to the interview sessions. Dr. Karen Seratti of the Seratti Group moderated all interviews.

The Results

Overall findings indicated an enormous opportunity for Hasbro to use the Internet to promote its brands and help people connect with them. While participants found it difficult to list sub-brands unaided, once shown a roster of Hasbro products, they immediately registered recognition and acknowledged that Hasbro products have been a part of their lives since they themselves were children. Results showed that the redesigned web site had almost universal visual appeal and an easy-to-use ordering process. Once Hasbro finds the right way to position its two Web sites (Hasbro.com and HasbroToyShop.com), interest in the brand will be driven most strongly by interaction and experience with the sites.



Financial Technology Consumer Partners Starbucks Hasbro Leapfrog Panda Express	The Challenge Hasbro wanted to better understand customers' overall reactions to their new site design as it had been redeveloped with the intent of providing a vehicle for purchasing toys and games directly from the manufacturer itself vs. a retail outlet. The research focused on understanding users' preferences and experiences as they interacted with the navigation and the information design of the new site, identifying ways to enhance the overall user experience, in particular the ordering process. Five key objectives provided a guide for this research: Understand e-commerce attitudes and behavior Explore perceptions of Hasbro: brand awareness and understanding Identify expectations of HasbroToyShop.com Evaluate the HasbroToyShop.com experiencee Determine enhancements for HasbroToyShop.com The Strategy To understand the current HasbroToyShop.com experience, the Seratti Group recommended qualitative research in the form of in-depth usability sessions. A total of three dyad interviews and seven one-on-one interviews were conducted over two days. In order to elicit more informed and in-depth feedback, dyad participants were given homework assignments to complete prior to the interview sessions. Dr. Karen Seratti of the Seratti Group moderated all interviews. The Results Overall findings indicated an enormous opportunity for Hasbro to use the Internet to promote its brands and help people connect with them. While participants found it difficult to list sub-brands unaided, once shown a roster of Hasbro products, they immediately registered recognition and acknowledged that Hasbro products have been a part of their lives since they themselves were children. Results showed that the redesigned web site had almost universal visual appeal and an easy-to-use ordering process. Once Hasbro finds the right way to position its two Web sites (Hasbro.com and HasbroToyShop.com), interest in the brand will be driven most strongly by interaction and experience with the sites.