THE MAGIC TOY SHOP
RESEARCH | PERSONAS | SITEMAP | USER FLOW | ITERATIONS | WIREFRAMES | PROTOTYPE
PROJECT SCOPE
problem
The Magic Toy Shop is a retailer of toys, games, and magic tricks. For over 30 years they have successfully focused on traditional toys, but have moved with the times and now offer a full range of vintage products to appeal to children and adults alike.
They need a new e-commerce website to showcase their products, while maintaining their brand image of tradition, fun, and creativity.
SOLUTION
Create an e-commerce website has easy navigation, efficient means of purchasing products, steers customers toward popular products, and establishes the brand and its points of difference.
Duration
1 weeks
My Role
User Research, UI Design, Visual Design
the team
Royce Chun
TOOLS USED
Omnigraffle, Adobe Photoshop, Invisio
Research
competitive analysis
Competitive Analysis Chart
- They all have large Hero Images on the home page to help the customers shop and push products.
- Relatively intuitive Navigation Bars. Occasionally seems a bit cluttered.
- They have shopping carts and account creation functions that helps returning customers.
Card sorting
Card Sorting is a research method used to group topics into similar categories.
- Had top 100 items from The Magic Toy Shop on cards and gave it to users to sort out.
- Allowed users to create their own categories.
- Tested on 4 users.
RESULTS
Action Figures
Dolls
Arts & Crafts
Building Sets
Board Games
Music
Stuffed
Puzzles
Outdoor
Educational
Electronic
Rideable
Misc/Other
- Users all basically created the same categories.
- Items they had no knowledge of were placed in the Misc/Other.
user Flow
Original Site
NEXT ITERATION
SITE MAP
- Added Vintage and Classic under Toys.
- Changed Magic levels to Beginner, Intermediate, and Advanced.
- Added function to request a vintage toy.
uSER FLOW
wireframes
moving forward
- Have users test prototype.
- Get Feedback.
- Make necessary changes.
- Add visual design components.
- Add gifting option.