The client
Founded in 1946, Casdon’s mission is to invent toys that not only spark imagination but help support child development through play.
Working with some of the biggest household licences to develop miniature versions of everyday items which children see in and around the home, Casdon are the number one manufacturer of role-play toys in the UK and are known globally for designing and distributing some of the best-selling toys in market, including De’Longhi, Dyson and Henry & Hetty vacuum cleaners.
The challenge
Casdon approached us with a project that formed the basis of their strategy to achieve their wider growth ambitions.
Although well-established in the B2B market, with products being sold via major retailers, including Smyths, Argos, John Lewis and Selfridges, Casdon were looking for a full-service agency partner to launch their new DTC (direct to consumer) ecommerce website.
What we did
We began with an initial UX discovery phase, immersing ourselves in the brand to understand who Casdon is and what they do best. This highlighted key customer and business needs, which then informed the wireframe design, with pages and user stories designed to embody Casdon’s values.
Following this, our SEO team conducted site crawls and keyword research to create a taxonomy for increased visibility and higher search rankings. Our web development and UX teams then worked together to build a fast, high-performing site with a clear and streamlined user journey towards product purchase.
It was important that this new site showcased Casdon’s fun and nostalgic values so, to create a playful and engaging experience, the team added a mix of animated illustrations, parallax scrolling effects and other subtle transitions.
Online payments were integrated into the site using Stripe, accepting all common debit and credit cards, along with ApplePay and GooglePay for one-click payment. Our developers also worked with Casdon and their ERP integration partner to send orders to their ERP system and sync stock levels with their website.
Casdon’s new website required input from a number of our teams, who provided support on everything from managing internal changes to stock management and order processing.
The results
The site has been a significant step in Casdon’s transition to a successful D2C business model, providing a foundation for future growth while making sure the brand’s new identity remains distinct.
The final flexible design system used for the site, underpinned by both SEO and UX best practice, provided Casdon with the flexibility they needed to expand and grow their web presence, directly supporting their marketing and sales ambitions.
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