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Busse Design USA Helps LeapFrog’s Consumers
Land on the Right Page
New website aims to help parents and grandparents select the most appropriate
gift for children, better understand the educational value of LeapFrog’s
products
EMERYVILLE, CA - January 2004 - Busse
Design USA today reported that the doors have been opened on the new customer
website it designed for LeapFrog Enterprises Inc. The website (www.leapfrog.com)
represents a complete re-design of LeapFrog’s primary customer-facing
site, and transitions the site from its previous role of a download destination
for existing owners of LeapFrog products to a site that helps potential
customers find the best educational products for children. The new site
facilitates fast navigation to products appropriate for a child of any
age and is structured to communicate and reinforce crucial elements of
LeapFrog’s brand identity. As they navigate through the site, looking
for the right product, parents learn about underlying Leapfrog product
attributes and are imbued with an understanding of LeapFrog’s commitment
to making learning fun and relevant.
‘To create fresh, engaging, effective learning experiences that inspire
and delight kids over and over again’ — that's the LeapFrog
promise. Unlike many electronic toys, LeapFrog’s educational products
are created with the guidance of top educational experts and content specialists,
and span a wide range of subjects to complement a child's school curriculum.
LeapFrog tailors each product to specific ages and to specific learning
needs — whether the child is six months old or studying for the SAT.
Children have fun playing with the products, and parents and teachers feel
good about buying them.
LeapFrog invited several web design firms to submit proposals
for a new website that would more effectively educate consumers on the
educational attributes of its products, and guide them to products appropriate
for a child’s age, grade level and personal interests. In addition,
the site would need to build and maintain customer trust and loyalty through
direct access to product-related support and ongoing learning activities.
“We were looking for a firm with strong design skills and a deep
understanding of how to organize a site that would quickly steer visitors
to the information they need,” said Darci Rosenblum, director of
consumer marketing at LeapFrog. “Busse Design’s excellent reputation
for creating websites that intuitively reflect the interests and needs
of their clients’ unique audiences was a significant factor in our
decision to select the firm.”
Tailoring design and structure to fit key audience demographics
Serving the needs of different constituents was a primary
consideration when Busse Design began work on LeapFrog’s site. LeapFrog
identifies its site audience to be comprised of existing and potential
customers who are parents of children, and third parties such as grandparents,
extended family relatives or family friends seeking to purchase or research
educational products for a loved one.
According to Joy Busse, CEO and president of Busse Design USA, and a parent
herself, the challenge was to present these audiences with several avenues
to product information while ensuring visitors would easily identify the
most natural path. “Our solution was to structure the site so that
visitors looking for the right product can specify grade level, age or
skill development in order to locate the most suitable product — but
it’s much more than a pure product catalog. A crucial aspect of the
site’s design and content is that the educational foundation of each
product is clearly stated, and parents are continually presented with articles,
activities and other elements that convey LeapFrog’s foundational
brand values.”
Key skill development areas for each product are highlighted via “Learning
at a Glance” call-outs for each product, while “What It Teaches” sections
provide further in-depth information on a product’s educational goals.
In addition to pre-sales product information, Busse has also re-architected
the “My LeapFrog” area so that product owners can learn how
to expand their product’s capabilities and sign up for ongoing educational
activities. To further reinforce LeapFrog’s desire to create lasting
connections with its customers and their children, an online gallery of
children’s art is featured in the “Fridge Door” section
of the site.
About LeapFrog Enterprises
LeapFrog Enterprises Inc. (NYSE: LF) is a leading designer,
developer and marketer of innovative, technology-based learning products
and related proprietary content, dedicated to making learning effective
and engaging for all ages, at homes and in schools, around the world. The
company was founded in 1995 and is based in Emeryville, California.
About Busse Design USA
Busse Design USA Inc., founded in 1997, and Busse Design
Ulm GmbH, founded in 1959, together form a full-service design agency.
Busse Design USA provides a wide range of services for their clients —including
user interface design, product design and development, branding and packaging
design, and a wide range of usability testing services. Working from a
human factors perspective, Busse Design USA combines compelling design
with strong process methodologies that result in superior user experiences
for both its clients and their customers and partners. Headquartered in
a restored 1913 building in Emeryville, CA — home to one of the largest
populations of artists studios in the San Francisco Bay Area — Busse
Design USA employs accomplished designers, Human Computer Interaction specialists,
information architects, as well as brand and marketing experts. More information
about Busse Design USA can be found at http://www.bussedesign.com.
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