I started by benchmarking competitors, such as Build-A-Bear and Toys R Us, comparing their successes and shortcomings with the original website. The main objective of this project was to innovate upon the original website, so in order to create a better user experience, I divided the navigation into three paths: search, explore, and discover. From there, I took inspiration from Pillow Pets themselves, and aimed to create a digital experience that mirrors the cuddly and fun nature of the product.