magic toy shop - uxdi london 2014 - project 2

Marta Fioni General Assembly London - UX DI Summer 2014

The Magic Toy Shop

Competitors Analysis

Bunny, my favourite toy

‘Where have all these toys come from?’ Hiroshi Fuji

An online toyshop that creates and re-creates

the magic moments of childhood.

The brief

Curated

Mass Market

General e-commerce Toys

The opportunity

Website Product page Navigation Check out NotesProduct reviewsSocial sharing

One click check-out Brand store

Categories Keywords

Brand stores

Edit basketStores multiple credit cards and addressesClear date of arrival

Powered by usersPersonalised

recommended items

Buy online/in store optionProduct tour (demo)

Might also interested in

Categories (10) Curated gallery

Mandatory registration

In store availabilityOn shelf promise

Email offersGift card

Toy safety Quantity / review

Social sharing Delivery / returns

Recommended age

Categories (10)Curated gallery

(brand, sub-subcats) Offers

Four steps check out Progress signals

Invoice information upfront

Pictures show the toy, not the box.

Only kids oriented,Functional

descriptions

Reviews + site repliesSocial sharing stats

Similar productsHeart availability / tags

Categories (9) newTop 50

Last chance

Four steps check out Justifies phone number request

Postcode automatic Look up

Pictures are curated! All objects in a

context

Quantity Availability

Themes Recommended by

buyers / shop history telephone number

Vertical form Too many steps

Boring tone of voice

Pure curation, no personality

What competitors do well

As efficient as Amazon !

As surprising as Firebox !

As cozy and delightful as your favourite toy shop

The experience

Designing for your users

‘He tells me what he wants - the problem

is to find it’

John

Tamsin Dexter

‘If I get her the cool stuff, she will think I am

a cool dad’

‘It’s not whether I can afford it, it’s weather I

can afford NOT to have it!’

Designing the experience

Encourage Discovery

Support Buyers Decisions

Drive Sales & Delight

Encourage Discovery

One click to brand pagesDate

Notes

Title

g-design.net

>

Home Brand

>

Support Buyer Decisions

‘Ask someone’

The expertsDate

Notes

Title

g-design.net

Help page Product Page

The magic bagDate

Title

Notes

g-design.net

Prototype

Drive Sales & Delight

Check out process

ConfirmationPayment Bag

DateTitle

Notes

g-design.net

DateTitle

Notes

g-design.net

DateTitle

Notes

g-design.net

>> >>

What’s your favourite toy?Date

Notes

Title

g-design.net

>

Form Discount

>

Testing with users

Livia, Mum of Agata

Results pages

Test page Final version

Testing prototype

Final version

Messaging

Test message

Demo

http://invis.io/5QYJS7NX

Buy a beginner’s level magic trick

Clickable prototype:

Next steps

!

With your help,create magic content

Gather statistics and run A/B testing on the homepage

!

Monitor sales and engagement !

!!!

Thanks!