Superkraft Laboratory:
Redefining Collectibles
Superkraft Laboratory:
Redefining Collectibles
Driven by a passion for collectibles, Mighty Jaxx introduces Superkraft Laboratory, offering finely crafted masterpieces and customisable figures that let collectors own exclusive pieces inspired by their favourite IPs.
Driven by a passion for collectibles, Mighty Jaxx introduces Superkraft Laboratory, offering finely crafted masterpieces and customisable figures that let collectors own exclusive pieces inspired by their favourite IPs.
The Challenge
How do we launch Superkraft Laboratory to the world through a premium digital experience that authentically communicates the craftsmanship behind each figure, immerses users in the brand's story, and guides them seamlessly from discovery through to product customisation?
How do we launch Superkraft Laboratory to the world through a premium digital experience that authentically communicates the craftsmanship behind each figure, immerses users in the brand's story, and guides them seamlessly from discovery through to product customisation?
The Approach
We grounded the design direction in a thorough understanding of Superkraft's brand positioning, informed by market and competitor research to ensure every decision reflected the brand's premium identity.
From there, we crafted a user journey that wove storytelling and commerce together, allowing users to appreciate the artistry behind each piece while navigating collections and configuring products with confidence.
We grounded the design direction in a thorough understanding of Superkraft's brand positioning, informed by market and competitor research to ensure every decision reflected the brand's premium identity.
From there, we crafted a user journey that wove storytelling and commerce together, allowing users to appreciate the artistry behind each piece while navigating collections and configuring products with confidence.
My Role
UX Strategy
UI Design
Prototyping
User Research & Journeys
Developer Handoff & QA
UX Strategy
UI Design
Prototyping
User Research & Journeys
Developer Handoff & QA
Research & Discovery
Research & Discovery
As storytelling is the key selling point of every Superkraft collection, the project focused on understanding how leading brands showcase their product stories and creating a seamless customization journey around them.
As storytelling is the key selling point of every Superkraft collection, the project focused on understanding how leading brands showcase their product stories and creating a seamless customization journey around them.
User Persona
User Persona
Defined user personas to better understand customers' purchasing behaviours, motivations, and preferences, ensuring the user flows and designs were tailored to their needs.
Defined user personas to better understand customers' purchasing behaviours, motivations, and preferences, ensuring the user flows and designs were tailored to their needs.
Name
Adrain
Age
36
Occupation
Entrepreneur
Behaviour
Collects premium, limited-edition pieces with a focus on rarity and craftsmanship.
Follows artists, brands, and exclusive drops closely across platforms.
Engages in private collector communities and networks.
Makes considered decisions but acts quickly when exclusivity is high.
Discovers new toys through social media.
Makes impulse buys when frustrated at work.
Resells toys that have lost their appeal to make space for new ones.
Tends to forget about purchases and lose excitement if the wait time is too long.
Collects premium, limited-edition pieces with a focus on rarity and craftsmanship.
Follows artists, brands, and exclusive drops closely across platforms.
Engages in private collector communities and networks.
Makes considered decisions but acts quickly when exclusivity is high.
Pain Points
Lack of transparency in edition size, quality, and product details.
Weak storytelling that doesn’t justify premium pricing.
Limited or unclear customisation options.
Cluttered or generic UX that doesn’t match a luxury experience.
Lack of transparency in edition size, quality, and product details.
Weak storytelling that doesn’t justify premium pricing.
Limited or unclear customisation options.
Cluttered or generic UX that doesn’t match a luxury experience.
Goals
Acquire rare, high-quality collectibles with long-term value
Understand the story and craftsmanship behind each piece
Own exclusive or personalised items that stand out
Enjoy a premium, seamless browsing and purchasing experience
Acquire rare, high-quality collectibles with long-term value
Understand the story and craftsmanship behind each piece
Own exclusive or personalised items that stand out
Enjoy a premium, seamless browsing and purchasing experience
Summary
Adrian is a discerning collector who values exclusivity, craftsmanship, and storytelling.
He expects a premium, well-curated experience that reflects the value of the collectibles and supports confident purchasing decisions.
Adrian is a discerning collector who values exclusivity, craftsmanship, and storytelling.
He expects a premium, well-curated experience that reflects the value of the collectibles and supports confident purchasing decisions.
Explorations
Explorations
From the sitemap to high-fidelity designs that shaped the look and feel of Superkraft, through rounds of design iterations and A/B testing, to arrive at the final designs.
From the sitemap to high-fidelity designs that shaped the look and feel of Superkraft, through rounds of design iterations and A/B testing, to arrive at the final designs.
01
01
Sitemap
Sitemap
Mapping out the full site structure to ensure a clear and intuitive flow across all pages.
Mapping out the full site structure to ensure a clear and intuitive flow across all pages.
02
02
Design Explorations
Design Explorations
From how the product is displayed to the sales and customisation flow, every page went through multiple rounds of exploration.
From how the product is displayed to the sales and customisation flow, every page went through multiple rounds of exploration.
03
03
A/B Testing
A/B Testing
Through rounds of in-house A/B testing, we ensured every page was refined to the finest detail for Superkraft.
Through rounds of in-house A/B testing, we ensured every page was refined to the finest detail for Superkraft.
Final Designs
Final Designs
With the research and exploration complete, here are the final designs that bring Superkraft Laboratory to life, a premium collectibles website built around storytelling, seamless customisation, and a smooth checkout experience.
With the research and exploration complete, here are the final designs that bring Superkraft Laboratory to life, a premium collectibles website built around storytelling, seamless customisation, and a smooth checkout experience.
Typeface (Primary)
Typeface (Primary)
Marcellus
Marcellus
Marcellus
Marcellus was selected for its sophisticated, timeless silhouette and flared serifs. It brings an air of classic authority to Superkraft, perfectly reflecting the brand’s commitment to traditional craftsmanship and master-level execution.
Marcellus was selected for its sophisticated, timeless silhouette and flared serifs. It brings an air of classic authority to Superkraft, perfectly reflecting the brand’s commitment to traditional craftsmanship and master-level execution.
Font-weight (Primary)
Font-weight (Primary)
Aa
Aa
Aa
Regular
Regular
Typeface (Secondary)
Typeface (Secondary)
Fractul
Fractul
Fractul
Selected for its sharp, geometric precision, Fractul provides a modern technical edge to Superkraft. It balances the brand’s traditional craftsmanship with a sense of innovative, high-performance execution.
Selected for its sharp, geometric precision, Fractul provides a modern technical edge to Superkraft. It balances the brand’s traditional craftsmanship with a sense of innovative, high-performance execution.
Font-weight (Secondary)
Font-weight (Secondary)
Aa
Aa
Aa
Light
Light
Aa
Aa
Aa
Regular
Regular
Aa
Aa
Aa
SemiBold
SemiBold
Logo
Logo
Colour Specifications
Colour Specifications
#CBBAAB
#121212
#23211E
#4B4B4B
#7C7C7C
#C4C4C4
#F2F2F2
#FFFFFF
