the magic toy shop

A new website to showcase the shop’s products

Tradition Fun

Creativity

Handpicked Products New & Vintage

To create and recreate the magic moments of

childhood

Today

atching up user’s Needs through RESEARCH

he Magic Toy Shop magical moments through DESIGN

ite Demonstration in a PROTOTYPE

Objective: !

Create a Magical Moment at every point in the User Journey to encourage repeat, registered

customers

A Typical User Journey Flow

1

Looking for a product

2 3 4

See Product Buy Product Receive the Product

Objective: !

Create a Magical Moment at every point in the User Journey to encourage repeat, registered

customers

A Typical User Journey Flow

1

Looking for a product

DECISION POINTS

ACTION

Lego?

Star Wars? Construction Toy?

Model?

Card sorting was used to group 100 shop products firstly in categories they could name and then into pre-defined categories.

Lego?

Star Wars? Construction Toy?

Model?

Even for just one toy, many possible category answers appeared

“If I get her cool stuff, she thinks I’m a cool dad”

John Dexter

I heard it got some good

reviews.

“It’s not whether I can afford it, its

whether I can afford NOT to have it”

The 2015 re-release

collectors edition

How someone goes about finding the same toy depend on who they are

• TV Scriptwriter, toy collector • Knowledgable about the product !He wants… • Exclusivity • Being able to show off the

purchase !His goal…

• Father of 12 year old daughter • Relies on reviews on what to buy !He wants… • The latest quality, cool factor toy • Recommendations he can trust !His goal…

Other Online ‘Toy’ Shops

Today, there are two camps of competitors, even though John and Dexter are looking sort of for the same thing, they might go to completely different sites.

The Specialist’s Market

Dexter

The 2015 re-release

collectors edition

The specialist’s market caters to people like Dexter. They expect some familiarity with the lingo and maybe specialist knowledge in a particular brand.

Big & ClutteredI heard it got some good

reviews.

John

COMPETITIVE ANALYSIS!HOW WELL DO COMPETITORS MEET THE NEEDS OF PERSONAS?

Competitors Blast From The Past Think Geek Big Bad Toy StoreSite Features J T D B J T D B J T D B

1 MUST HAVES1.1 Clear Navigation +!Direct Product Page

1.3 Easy Check out / !Shipping + Returns H H H

1.4 Point to Popular + Newest Products

- - - - - - - - -

1.5 Brand Differentiator - - - - - * - - - -

1.6 Contact Us - H - - - H - - - H - -

2. SHOULD HAVES2.1 Recommends Products (on behaviour or related) - - - - - - - - -

2.2 Product Reviews +!Social Media - H - -

2.3 Brand Heritage + Trust H - - - - - - - - -

2.4 Loyalty Programme - - - - H - - - H - -

3. COULD HAVES

3.1 Shop by Brand - - - - - - - - - -

3.2 Multiple product images + Condition details

- - - - - H - - - *3.3 Mobile Site/Version - - - - * * - -

How might we serve Dexter!!Characterful copywriting Efficient checkout process Responsive website Multiple/Large Product Photos Ability to submit reviews of products

J T D B J T D B J T D B

How might we serve John!!Establish Trust & Relationship Focus on new additions to inventory Make shipping and returns options easy Product ratings or show other customer behaviour

Father visits website for the first time to purchase a Lego Millennium Falcon for his daughter

How might we serve Tamsin!!Reward Loyalty / Purchase History Suggest products based on behaviour Categories support finding unknown items Offer several shipping options Offer several contact options

Grandmother returns to the website looking for a beginner-level magic trick for her grandson

How might we serve Ben!!Search for a specific item Provide delivery tracking Make one-off purchase quick Ability to show off his new purchase with friends

Teenager has selected an Evel Knievel Stunt Cycle, and now wants to complete check-out

Good Partially Poorly Not at all* Best

15 PRODUCT CATEGORIES

Customer Support Information & Features

DESIGN

10

TOP

“The Biggest Little Toy Store”

1

Homepage reflects the shop front history and of being the biggest little toy store. Pick out only 8 items as a reflection of the quality of toys not the quantity.

“The Biggest Little Toy Store”

2

Steer customers towards most popular brands

“The Biggest Little Toy Store”

Header navigation has 15 product categories grouped into 3 sections. Picture examples to denote sections tested better than named sections or alphabetical.

3

“This is the Toy you’re looking for”

4

Smart filter at the top act like the toys assistant guiding user to most popular sub-categories.

5

“This is the Toy you’re looking for”

OR Collapsable filtering menus allow user to drill down to specific criteria themselves

6

Multiple product images and one video provide user with different angles and views. Complimented by a range of ‘conditions’ for each item, especially important for vintage products

7

Product description focuses not only on the specs of the toy, but where it was sourced from and any heritage. Also includes personal story and name of the curator. Builds upon the importance of story, as per the 2009 Significant Objects experiment on eBay.

8“I’m always sending things to the wrong

address”

Usability testing found people wanted double confirmation on orders and that repeating information at bottom of the checkout page didn’t stop people scrolling to check details.

Thank you and surprise. A new video featuring the product the customer has just bought.

9

Returns and help prominently included in site and as part of checkout process increases trust in the brand and directly resolves common pain point customer’s had about difficult returns.

10

SITE DEMONSTRATION TIMEhttp://invis.io/961GFLNS3

“He tells me what he wants, the hard part is finding it”

“Tamsin’s Return”http://invis.io/961GFLNS3

Let me walk you through Tamsin’s search for a magic trick for her grandson.

NEXT STEPS

1. Designing the last stage in user journey - The unboxing moment 2. How to create good recommendations for first time visitors 3. Look at the homepage for mobile. Shelves layout won’t work on smaller devices

Questions?

Magic moments of childhood

A new website

Tradition, Fun Creativity

Looking for a product

RESEARCH DESIGN PROTOTYPEBRIEF

Handpicked Products