Maddie is a clothing line offering effortless style and cozy essentials designed in conjunction with Maddie Ziegler, one of the world’s most talented and celebrated young performers. The line of tom-girl apparel needed an ecommerce website with a robust, responsive user experience for teens and tweens.


Maddie Homepage

Special Features

“I truly enjoyed the tween girls focus group testing we did in conjunction with Kahn Lucas. Getting real time feedback as they navigated the sharing prototypes we designed provided valuable insights into their unique behaviors and helped us fine tune the end product.”

Mickey Winter, Chief Creative Officer

Something Digital designed and built the new ecommerce website using a custom responsive theme on Magento Enterprise 1.14.2 including features such as ajax multi-select filtering, share-to-buy functionality, and FedEx Crossborder international off-site checkout. To enhance the brand voice for the new line video, parallax scrolling, and playful animations were incorporated throughout the site.

The site needed an experience where kids are shopping, but parents are buying. The team maximized conversions for the Maddie target audience by incorporating features while adhering to legal requirements. The subtle integration of age verification ensures kids are able to interact with the site and still drive conversion through a collaboration with their parents.

Maddie Category Page