TandemSeven

 "As part of our brand-building campaign, we knew that we needed to make tactical improvements to the LeapFrog Web site and TandemSeven's impressive track record made it a well-qualified partner for our strategic e-commerce initiative. As a result of the design changes by TandemSeven, LeapFrog looks forward to offering customers an improved experience, thereby increasing customer loyalty and online sales."

Jeff Grant, SVP, Marketing & Web
LeapFrog Enterprises

About LeapFrog Enterprises, Inc.
LeapFrog is a leading designer, developer and marketer of innovative, technology-based educational products and related proprietary content. LeapFrog is 100% focused on developing products that will provide the most engaging, effective learning experience—for all ages, in school or home, around the world. The company puts learning first—a philosophy that distinguishes it from competitors and fuels the entire company.

The Challenge
While undergoing a major re-branding initiative, LeapFrog took the opportunity to make tactical improvements to its Web site. The educational products giant sought to improve its customers’ online experience by making it quick and easy to find desired learning products and information, ultimately increasing sales conversion rates and customer loyalty.

The Solution
LeapFrog engaged TandemSeven to redesign leapfrog.com to improve customers’ shopping experience. To focus their efforts, TandemSeven’s team of senior consultants first identified and prioritized the major user-experience roadblocks, including visual distractions and a confusing user interface. Next, the team redesigned the visual and information experiences in parallel to eliminate these roadblocks.

The team worked with LeapFrog stakeholders throughout the project and created multiple iterations of wireframes and visuals. To test the proposed alternative designs, TandemSeven conducted user research on both the new designs and the existing Web site. The team made additional refinements based on user feedback, maximizing effectiveness of the new design. In the end, the team produced three significant improvements:

• A shopper-friendly search form and filtering system
• A more intuitive user interface structure that reflects the packaging of the learning product suite 
• A vastly improved creative redesign that eliminates visual distractions

The Results
The new design improvements enable LeapFrog’s customers to quickly and easily find the learning products and information they are looking for. As a result, LeapFrog anticipates achieving their goals of increased sales conversion rates and customer loyalty—improving the overall sales effectiveness of the site.