Project Manager

Evaluation of a Website

The premise behind the "American Girl" enterprise is creating inspiring products for each stage of a young girl's development from preschool days and fantasy through her tween years of self-expression and individuality. This phenomenon was first introduced to the public in 1986. The company launched a catalog that featured books, dolls, clothes, toys, and accessories. The company's mission is "to celebrate girls. We embrace who they are today and look forward to who they will become tomorrow." The company also introduced a line of fictional characters that live during important times in America's history. Through their views of historical events, these dolls managed to bring history to the forefront for young girls everywhere.

In 1995, the company made a marketing decision that would forever change the consumer's views of the bonding experience between a young girl and a doll when it debuted, My American Girl®. This product line showcases contemporary 18-inch dolls and accessories that create a nurturing experience for millions of young girls ages 3 to tween.

The "American Girl" website was created in Adobe Flash, a versatile multimedia platform used to add animation, video, and interactivity to web pages. Flash is also compatible with Internet Explorer, Firefox and other common browsers. Flash's multi-functionality is why the program is commonly used in webpage development; hence the reason this site's information is organized and user friendly. The homepage has a "Featured Highlights" icon with an embedded hyperlink that takes the reader to another page that introduces new products and events. The site offers on-line shopping with secured payment options, downloading a current catalog, order status, purchasing gift cards or certificates and signing up to receive emails about upcoming promotions and product information. Links to advertisers, such as the iTunes store and Facebook are also found on this site.

The site's designers use warm red tones, which studies have shown to be a stimulant of passion and love. Simple fonts and high-resolution images of girls bonding with each other and their "American Girl" doll also appeal to the emotions of American Moms, reminding them of the special bonds they share with their daughters. The bonding experience continues when moms and daughters visit one of the retail stores to engage in the culture that promotes learning and helps girls to be their best.

Navigating through the site is easy, because almost every image and text has a roll-over hyperlink. With a mouse click, the reader can open a new page, download a new song, shop for products, learn about an event or obtain information regarding an opportunity. Also, with a mouse click, the reader can play a game, request a catalogue,