The British Toy and Hobby Association (BTHA) represents the UK toy industry, promoting innovation, safety, and best practices while supporting members and engaging consumers. Their digital presence needed a refresh to better reflect their mission and provide an accessible platform for members, industry stakeholders, and the public.

I led the end-to-end redesign of BTHA’s website and digital experience, focusing on navigation clarity, modern visuals, and user engagement.

This was a solo design project, where I handled the full design process from strategy to delivery.

Navigation & Sitemap Optimization – restructured site flow for easy access to resources and information.

Wireframing – created low- and high-fidelity wireframes to validate layouts and user journeys.

Visual Design – developed a clean, modern interface aligned with BTHA’s brand values of trust, safety, and creativity.

Design System – established scalable UI components for consistency.

Collaboration & Handoff – prepared detailed Figma files for developer implementation.

User-Centered Design – prioritized accessibility and simplicity for a wide audience.

Iterative Prototyping – refined layouts and flows based on feedback.

Brand Alignment – balanced professionalism with creativity to reflect the toy industry.

Business Focus – aimed to increase engagement, improve perception, and support member outreach.

Simplify navigation and content structure for easier exploration.

Deliver a modern, engaging interface that reflects BTHA’s values.

Improve usability and accessibility for diverse audiences.

Strengthen brand perception and credibility online.

Simplify navigation and content structure for easier exploration.

Deliver a modern, engaging interface that reflects BTHA’s values.

Improve usability and accessibility for diverse audiences.

Strengthen brand perception and credibility online.

Simplified navigation improved usability and resource discovery.

Modernized interface enhanced trust and credibility with stakeholders.

Improved brand perception, balancing professionalism with creativity.

Higher engagement through a clearer layout and improved content visibility.

Designing for multiple audience types requires careful balance of tone and usability.

Clarity and simplicity in navigation are key drivers of engagement.

Strong visual identity directly influences brand trust and perception.

👉 Experience the redesign here: The British Toy and Hobby Association (BTHA)