The Brief

John Adams briefed that they wanted a new website to better present product information, position themselves over their competitors (Hasbro, Mattel and Spinmaster Toys) and drive sales.

John Adams

Our Solution

Our research and UX teams identified two types of user; the ones seeking more “enhanced”: experience and those wishing to browse and shop. To address these user types we created a separate interactive area called “Create and Play” to enable kids to browse personalised content based on gender, age, activities and interests. For the shoppers, there was a fresher and more flexible site and an eCommerce platform to sell products directly when their retail partners were out of stock.

John Adams commissioned MadeByPi to redesign their website to better present their wide range of children’s toys and enable online sales directly to customers

John Adams Mobile


The final solution was was a responsive website which worked across devices, had a fresh new look and presented the entire product range in a much more engaging way. Since going live there has been a 240% increase in return visits and an increase of page views of 180%.

  • +240%

    return user sessions

  • +180%

    pages per session

  • +190%

    page views

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