Brief: Design the online shopping experience facilitating the goals of users whilst adhering to the business and brand goals of the company. Through their new website, they want to showcase their products, while maintaining their brand image of tradition, fun, and creativity. Unlike e-commerce retailers such as Amazon, The Magic Toyshop offers a highly-curated inventory focusing on handpicked quality over quantity.
I created the brand line "Memories of yesterday, moments of tomorrow"
Timeline: Two weeks
Process: Open Card Sorting, Interviews, Closed Card Sorting, Sketching, User Flows, Prototyping & Usability Testing (inVision).
To kick off the approach for designing the product, we conducted taxonomy card sorting. This was an observed post-it note session with two users, which assisted in defining the groups of items from a users’ perspective. The categories were then taken into an online card-sorting tool to see how a wider pool of people viewed the items association with the categories suggested.
Needs - Easy navigation, clear new additions, easy check out, trouble free return of items.
Pain Points - No details, poor navigation, retailer trust, unclear brand names.
Needs - Reliable service, specialist items, value for money, clear pricing, affordable shipping costs.
Pain Points - Bad categories, hidden contact details, poorly named magic items.
Needs - Meta Data, thoughtful categories, regular updates to categories, clear direction within the site.
Pain Points - Lengthy checkout, lack of product detail, poorly written products.
A structure was created for The Magic Toy Shop that would effectively match the business needs with the users needs in product location. The first step was drafting a category array to house the 100 products provided by the Magic Toy Shop. This was then integrated at a later stage into the site map.
A detailed site map was prepared as part of the UX artifacts to be supplied to the Magic Toy Shop. This featured three tiers including; the main pages, the secondary shopping features and the third level of about/contact, faq and returns. It balanced the needs of the business with the users’ desires drawn from the persona's specific tasks and, additionally, the informal inquiry with users during the card-sorting task.
Research and validation with users helped narrow in on the final design for The Magic Toy Shop. In the research stage the card sorting sessions helped formulate the creation of a flexible interface that could be navigated according to user taste. This solution gave people the choice to use it as they saw fit, and was greeted positively in user testing. The competitor landscape also offered some valuable insights in terms of what users liked in the marketplace and additionally informed where pain points were in preexisting e-commerce solutions.
Sketching and testing early laid a good platform for feedback and ensured the user flows were on track. Invision App was a little limited in features; continued testing would need to be moved to Axure.