Melissa & Doug, a toy brand, advocates for open-ended play, screen-free time, and sustainably made toys. Their website streamlines the shopping experience with categories based on age range and playroom style, while strategically placed upsells help promote new products. 

The company ensures a user-friendly navigation on mobile by allowing easy exploration of toys categorized by age groups, open-ended play, and more. Melissa & Doug use modules on the homepage like "Find The Perfect Gift" and "Our Favorite Ways to Play" to guide customers through their diverse product selection. 

Melissa & Doug simplifies the shopping experience with dedicated collection pages like "Shop By Age," where toys are curated based on interests and developmental milestones for each age group. Another convenient option is the "Shop by Playroom" collection page, allowing customers to explore toys tailored to different playroom styles.

To reinforce their commitment to Open-Ended Play, Sustainability, and Screen-Free Time, Melissa & Doug leverages blog articles accessible on the homepage, Product Detail Pages (PDP), and search results page. Customers searching for specific products can seamlessly switch between the "Product" and "Blog" tabs at the top of the search page to find relevant content.

Utilizing data-backed upsells, powered by Yotpo, Melissa & Doug enhances the shopping journey to boost their average order value (AOV) on the PDP and Mini-Cart. Customers can easily discover related products and make additional purchases without navigating away from crucial pages.