Bionic toys

Designing e-commerce store with award-winning smart toys

How to think in a disrupted way about the future of e-retail and UX design for e-commerce web store selling smart toys

The aim of this document is to consolidate all research and work towards creating a high fidelity prototype for smart toy e-commerce website supported by a deep analysis and research to find the best strategy. The first part of this document analyses the current trends in the market for smart toys and emerging trends. It also reflects on the usage of smart toys in the kids’ development lifecycle. The second part of the document presents the goals, subgoals and its relevant objectives for creating a successful e-commerce website. The last part presents the process of designing a website and showcases the design choices based on the research and latest market analysis for online retail patterns.

Understanding

The difference between machines and living things is narrowing. Due to emerging possibilities with the Internet of Things (IoT) and artificial intelligence (AI) embedded in all kinds of technologies from robots to social networks, the market is opening vast new opportunities for smart toys, where connectivity and a toy can be merged to create new types of devices — Internet of Toys.

The hopes are that these toys will keep evolving so that less technology is visible and play comes upfront. Additionally, they are becoming popular due to the fact that kids spend a lot of time in front of their screens. Together with the advancement of the technology, new ways of how kids learn, evolve too. To support that expansion I would like to give an example of the recently created toy called Aristotle released by Mattel. Mattel is releasing a new A.I. product called Aristotle that combines research and development (R&D), smart technology, and a product with a long lifespan. Aristotle will be the first voice-activated digital nanny and teacher on the toy market. Aristotle will monitor your child as a baby, teach basic cognitive skills to your toddlers, and eventually help your children when they come home from school with their homework.

As I was conducting my research I found out that the US is amongst the leading countries in the world in regards to toy spending per child. As stated on the Toy Association Award webpage — In 2015, US consumers spent an average of $482 per child on toys for kids up to nine years old.

On the other hand, one of the voices that are warning us against the rise of smart toys is Stuart Brown who says that they take away the key element which is play. Susan is an expert on play and founder of the not-for-profit National Institute for Play-based in Carmel Valley, California.

To support this voice Mark Schlichting who is a children’s design specialist, CEO of NoodleWorks Interactive and author of the forthcoming book Understanding Kids, Play and Interactive Design: How to Create Games Children Love, says that the interactive toys aren’t there yet so support the real play. He highlights as well the importance of choosing the toy that is appropriate for the children’s age in order to stimulate the proper impulses responsible for learning and developing and open up the mind.

Industry 4.0

One of the issues that concern the parents most in regard to the smart toys is privacy and data usage. That raises the importance of the toys being secure, an ability to store the sensitive data anonymously without revealing it to a third party. There has been a large issue concerning this issue, involving FBI to take part in informing parents about the dangers of using smart toys. FBI suggested parents take several steps to protect their children from the potential dangers of Internet-connected toys. This leads us to a conclusion that parents want clear guidelines around data collection, standards pointed out, ability to choose what data to share with companies and a clear idea how these companies will secure this data.

Another wave of Smart/AI Toys–Games and apps that I came across are the toys that children can program themselves and be the controllers. These smart toys can play an important role in teaching kids new engineering skills such as coding. It allows them to think creatively about technology. The U.S. Bureau of Labor Statistics predicts a sharp increase in jobs in science, technology, engineering, and math (STEM) disciplines. It is worth thinking about the kid education right from the start and about what type of tools we are equipping our kids with. The Toy Association has been regularly posting about STEM toys in its latest reports, highlighting that these toys prepare kids for school subjects and future careers that are on the rise. You can see the latest report at this address: Association’s latest report.

It is also worth noting that STEM toys have been largely shown as boy’s toys and it would be worth advocating that there is a demand for a woman in engineering roles as well. So it seems like there is a potential to advertise these toys to girls specifically.

The marketing of toys for girls is a great place to start to change perceptions of the opportunities within engineering. The toy options for girls should go beyond dolls and dress up so we can cultivate their enthusiasm and inspire them to grow up to become engineers–Gendered toys could deter girls from career in engineering, report says by Sally Weale

Another discovery that I made that is worth pointing out is Amazon’s STEM Club Toy Subscription. Parents sign up to receive age-appropriate learning box of toys delivered to their door either once a month, once in two months or three months. This way, the clients subscribe to a certain service and can try various options and at the same time buy more things for the kid. This concept is very similar to StitchFix model.

The major segments of Smart/ AI Toys Market on basis of age group includes:

• 0–3 years

• 3–8 years

• 8–12 years

Due to obesity issues in US parents are searching for toys that promote active play. Tech toys with physical components and traditional products involving outdoor play are specifically seeing an increase in sales.

Before reading more about what smart toys do, 45 percent of parents said they thought the benefits outweighed the harm while 19 percent said the opposite. After reading, the breakdown was 36 percent with a more favorable view vs. 34 percent with a more negative view. Parents who use the technology themselves are more prone to believe that smart toys are more likely to bring more benefits than harm.

Due to the rise of the smart toys, many of these toys are being awarded. We can take Cubetto robot as an example. It was given a special mention at the Science Toy Award, a certificate that supports values that are close to our heart. Awards, mentions, certificates are a great way to show the credibility of the toys and give them a special place in this environment.

Research points regarding the concept for the e-commerce website

  • Importance of toys in child’s development
  • Digitalisation of everyday life
  • What makes a smart toy smart?
  • What type of toys parents would most likely be interested in purchasing
  • How to create a curated selection of certified toys?
  • How to engage with the audience more effectively and how to build a community
  • Market research about the online retail and toy industry
  • Major concerns regarding smart toys and how to find solutions for them while designing a web store

Research points regarding the UX e-commerce website patterns

A trend we have researched is the momentum toward greater use of interactive content. We have found that interactive content does a much better job of engagement than static or passive content: quizzes, assessments, calculators, even videos that accept viewer input to determine what is shown-Shopify
People are in this discovery mind-set [on Instagram] and they want to go further. So what we’ve done is remove that friction and just allow you to, when you’re interested, to quickly go and explore further — What instagram shopping means for frictionless commerce
  • E-commerce website trends & patterns
  • Checkout innovations
  • Shopping experience trends
  • Subscription models
  • Shipping options
  • Return models
  • Content strategy
  • Payment methods
  • After checkout engagement models
  • How to easily discover and explore products on the website
  • Redefining the meaning of rating the products and finding new ways for meaningful rating
  • Innovative ways to display the product and finding a way to reconnect with influencers and search for new channels of influence
  • Seamless shopping experience from mobile to desktop and vice versa
Research process

Our goal

Create a trustworthy, high-profitable, renovated, and intuitive e-commerce website for the US market with pre-acclaimed/ pre-tested/ award-winning educational toys for different profiles of kids between 3 to 13 years old.

Subgoals & objectives

Help parents/ busy people/ educators/ institutions/ relatives make the best choice when selecting the toy based on the child’s profile and age

  • Create at least 6 filters so people, when they are searching for the specific toy, are able to make accurate choices with more ease (age, interest, new things, best sellers, institution recommendation, gender, brand, skills)
  • Add online support system for example: live chat, to at least three main pages: home page, product page, search page
  • Each item should be rated from 1 to 5 stars
  • Each item should have at least one review from the customer
  • Each product should have an informative description defining it is educational, how it works, what values it brings to the kid, what is the brand promise, for who it is recommended, what age, what child’s profile
  • Each product should have a list of ingredients it is made from and how those ingredients are child-friendly
  • Each product should have maximum 5 minutes long video displaying the usage, functionality of the toy
  • Each product should have at least one review from research organisations, institutions, certification organisations dealing with smart toy industry
  • Each product should have at least one certification, award or organisation acclaimed/ tested by attached, for example: Science Toy Award, The Toy Association, Toy of the Year Award
  • Define, test and implement the best layout strategy for featuring products on the home page that gives X% more leads to the purchased items
  • Users have an option to go through 5 steps survey form to find out what are their needs and the child’s profile and presents the customer with at least 10 products choice explaining why this choice has been made

Make the website very easy to navigate and explore so people have a great shopping experience

  • Easy to use and intuitive to navigate website where users are able to find a specific item of their interest by the age range and interest profile in less than X seconds and it shouldn’t take more than 2 pages to find it
  • Create compelling, visually engaging and easy to understand design for the website, focusing on the products itself that guides people towards performing most crucial actions such as: buying an item, finding the right item, obtaining help, leave review, find a blog, log in to their account; on the website in less then X seconds
  • Define, test and implement the best layout strategy for featuring products that give X% more leads to the purchased items than other layouts
  • X% of the people visiting the shop for the first time should obtain at least one product
  • No more than X% of the coming customers should be visiting help centre page, if that is the case actions in order to change the navigation and layout should be taken
  • Make sure that every product in the store is optimised for a voice search and that each of the shopping journey stages are optimised for it as well
  • No more than X% of the customers should be dropping from a website after putting the first item into their shopping basket
  • No more than X% of the customers should be dropping at the checkout process
  • Make sure that every shopping experience the user goes through can be continued without any problem on any other devices without losing any items from the basket, search history or viewed products
  • Make sure to have X% of visitors looking at more than 2 pages per each visit
  • At least X% of the visitors should spend more than X minutes on the search page

Display products in the most engaging and informative way

  • Include at least 3 interesting, high quality and engaging images of the toys you are selling per product
  • Include at least one certificate, award or any related sign of recognition that could make the product more reputable
  • Each sign should be explained in one way or the other so people are informed what these mean
  • Under the product show at least 3 related products from each of the category connected to the displayed product that might appeal to the customer
  • Each item should have at least one review from a client
  • Each product should have an informative description defining it is educational, how it works, what values it brings to the kid, for who it is recommended, what age, what child’s profile
  • Each product should have a list of ingredients it is made from and how those ingredients are child-friendly
  • Each product should have maximum 5 minutes long video displaying the usage, functionality of the toy
  • X% of the products should have blog mentions displayed on the product page
  • X% of the products should have videos or images displaying the usage of the toy or reviewing the item from either social media or sent directly to the customers

Create a webpage with a customer in mind, providing all the support client needs 24/7

  • Make sure that each customer has at least 3 options to choose from to contact the webshop: contact form, phone number, live chat and e-mail address
  • Add online support system for example: live chat, to at least three main pages: home page, product page, search page
  • Make sure to reply to any request coming from the online, form or email within 24 hours from receiving a request
  • After each purchase ask every customer about their customer satisfaction and ask them to rate it on a scale of from 1 to 5
  • Each customer should be able to chat through sms with one of our assistants

Create a renovated, recognisable and trustworthy brand in the space of e-commerce toy stores

  • Create a strong identity for the company that reflects the brand key features and the mission that will generate X% income over the 3 years period of time
  • Include at least three recommendations from experts in the field of smart toys about the shop and its products and include them on the home page
  • Any product with negative review should be taken down from the website
  • Any product that has a rating below 3 stars will be taken down from the website
  • Each item should be rated from 1 to 5 stars
  • Each item should have at least one review from the customer
  • Each product should have at least one review from research organisations, institutions, certification organisations dealing with smart toy industry
  • Each product should have at least one certification, award or organisation acclaimed/ tested by attached, for example: Science Toy Award, The Toy Association, Toy of the Year Award
  • Make sure that at least X% of the products sold in the store are mentioned on the blog page in one of the blog posts
  • Update the home page at least once in two weeks with the featured products and themes
  • All the products should be safe in terms of data protection
  • All the products that use some sort of connectivity should have a data protection standards met and all the security issues stated clearly in an approachable way
  • Choose only secure and well-known payment methods for online purchases for generating trust among customers and building up their confidence
  • Provide at least 2 fast and recognisable shipment providers that offer shipment within no more than 5 days and use a tracking system as well as same-day shipment

Create a progressive, influential, disruptive environment to promote innovative smart toys that help kids develop/ learn in a better way

  • Create a strong identity for the company that reflects the brand key features and the mission that will generate X% income over the 3 years period of time
  • Create an about page where you explain your mission, introduce people behind the brand and their roles and why it is disruptive what you are doing
  • Update the home page at least once in two weeks with the featured products and themes
  • Post at least once a week on social media articles, research, insights related to the field of smart toys to show your expertise
  • Make sure to be part of at least 3 major smart toy events during a year in order to establish the brand and make it more recognisable and spread the mission for example: The Kids & Technology Marketplace — CES, Toy Fair, Toy of the Year Awards, PlayCon
  • Make sure to take part in workshops organised in collaboration with education institutions exploring the boundaries of smart toys at least 2 times a year and post about it on social media and on the blog page

Be transparent about how the selection is made and the process of certification and the quality of the products displayed in the shop

  • All the products we are selling with no exception should be made of childfriendly, carcinogen-free materials and tested
  • All the products displayed in the store should have in the description list of ingredients they are made of
  • Create a video for the main page lasting no more than 5 minutes showing people how you make careful selection with the toys, which certificates you take into account, talk about the research made on smart toys, emerging trends, importance of the smart toys in child’s upbringing and also mention how customers are important for you and that you constantly consult your choices with real parents
  • Create at least one blog post/ shared on social media as well, per week for the blog section where you highlight the important aspects of your brand, how it is bringing the quality choices of toys to the market, emerging trends in smart toys, careful selection of toys, security issues
  • Each product should have at least one review from research organisations, institutions, certification organisations dealing with smart toy industry

Create a good relationship with the new customers who are new to this environment and also people who have certain knowledge about the educational toys and want to learn more

  • At least X% of the visiting customers subscribe to the mailing list on their first visit to the store
  • Post at least once a day on social media websites such as Facebook, Instagram about the new products, featured products, sales and also content related to the brand’s mission
  • All the products that will be featured on social media will have enabled option to purchase the items, like for example Instagram has
  • Post at least once a week on youtube channel a video at least 5 minutes long where you talk about the importance of choosing the right educational toys, how you choose the toys for the store, what are the trends in this industry
  • Post at least once a week at least 2 minutes video from a customer or an expert reviewing a specific toy on youtube channel and on the page
  • At least once a week request people such as: experts within the field of smart toys, educators, parents with a good knowledge about the smart toy field, scientists to write about a toy of their choice that they recommend and include that post on the store blog
  • Send an email at least once a week to people who are on the mailing list about the product updates, trend forecasts, sales, new blog posts and featured products
  • Generate at least once a week a feature on the smart toy association site, certification site, education site, renovated site related to the smart toy industry
  • Every new customer who buys at least one product will receive Smart Toy Subscription card and set of at least 3 smart toys in a box after choosing specific profile of the child on their first purchase
  • Include at least two times a week an Instagram post on the homepage from the community featuring one of the purchased items from the store
  • Offer free shipping on orders over X$ two times a week
  • Make sure that each customer that abandons his/her shopping experience after placing at least 1 product in a basket will receive an email reminding them about their abundant purchase process
  • Make sure that each customer that abandons the website at a checkout process will receive an email reminding them about their unfinished purchase process

Generate quality leads/returns to the store

  • Generate X% leads to the store coming from social media posts, referrals, blog posts on another pages, mentions in the article
  • At least X% of the customers who subscribed to the mailing list come back to the store
  • Search engine optimisation should allow the customers to reach the shop within two first pages on google while searching for the main keywords such as: toy, smart, online store, stem toys, robot toys, intelligent toys
  • At least once a week request people such as: experts within the field of smart toys, educators, parents with a good knowledge about the smart toy field, scientists to write about a toy of their choice that comes from the store, that they recommend and include that post on the store blog
  • At least once a week create social media campaigns targeted at your audience that leads customers directly to the store
  • For the customers who already purchased something send at least once in two weeks a follow up email advertising new and featured products and articles coming from the blog
  • Every product displayed on the site will have a feature to share either on social media or within a message

Create seamless, exciting and intuitive mobile shopping experience that helps customers find exactly what they need on the go and purchase it very easily

  • Search engine optimisation should allow the customers to reach the shop within two first pages on google while searching for the main keywords such as: toy, smart, online store, stem toys, robot toys, intelligent toys on their mobile search app
  • Make sure that each page of the website is mobile optimised
  • Make sure that every shopping experience the user has started on a mobile can be continued without any problem on any other devices without losing any items from the basket, search history or viewed products

Be the leader in online shopping user experience in terms of the innovative approach

  • Introduce at least two innovative payment methods next to the traditional ones that customers are used to using such as: coinbase commerce for digital currencies and facial recognition payments
  • Make sure that each purchase after the first one will be manageable within one click checkout
  • Users have an option to go through 5 steps survey form to find out what are their needs and the child’s profile and presents the customer with at least 10 products choice explaining why this choice has been made

Target audience

I have created a survey to learn more about the potential users of the e-commerce shop for smart toys that we are building. The survey was supposed to help me understand the shopping patterns, users motivations and how they would relate to a toy online shop. Here are the results:

Survey about e-commerce store with smart toys

Hello! I would love to hear your opinion about smart toys and online commerce store selling those toys. I am UX/UI Designer and I am creating a research about creating an online store for buying carefully selected award-winning smart toys. I am gathering feedback from parents, educational institutions to find out what are the real needs of people connected to this topic. Thank you for helping!

Questions:

How much do you spend on toys each month?

Where do you buy those toys?

Did you hear about smart toys?

Do you read about smart toys?

What is your favorite social media to learn about toys?

What are your concerns about smart toys?

Do you like shopping online? How do you search for a store online?

Would you buy toys online?

How do you decide which toy to buy for your kid?

Would you be interested in buying smart toys? What would your concern? What would you value most?

What is your pain point in buying things online?

What would motivate you to buy in this store and not the other one?

What other activities you do online?

What influences your opinion in terms of online shopping?

I had also a chance to post a question about what other people think about smart toys on Quora forum and got two answers.

What do you think about smart toys?

Kurt Beard, Dispatcher at Braden Business Systems

I don’t think that Smart Toys are that great. Sphero, Merge Cube, Anki, and the like have a great wow factor but it has been my experience that excitement wears off quickly. I also don’t think they work as seamlessly as advertised so there is certainly a frustration factor. You have to hold the cube just right or have the right type of tablet.

With so many Smart Toys you have to have two devices (at least) charged up and ready to use. When the batteries were out the fun is done for a while.

I also worry some of them are moving kids away from the basics too quickly and skipping straight to programmable robots and missing the basics of programming.

Kumar K, Consumer Research — Retail, Logistics & Packaging

Smart toys make for a market in its nascent stage, wherein the development of niche products, especially due to the emerging possibilities with the Internet of Things (IoT) and artificial intelligence (AI), is opening vast new opportunities. A modern smart toy has electronics consisting of one or more microprocessors or microcontrollers, volatile and/or non-volatile memory, storage devices, and various forms of input–output devices.

It may be networked together with other smart toys or a personal computer in order to enhance its play value or educational features. Generally, the smart toy may be controlled by software which is embedded in firmware or else loaded from an input device such as a USB flash drive, Memory Stick or CD-ROM.

Based on toy-type, the global smart toys market gains maximum demand for voice or image recognition toys, accounting for US$2,271.7 mn in 2017 and projected for a CAGR of 3.7% during the forecast period of 2017 to 2022. This segment is growing at US$ 89.7 mn annually over the course of the forecast period, and this absolute growth is larger than the any other segment, viz.

App-enabled mechanical toys, screenless toys, toys-to-life, puzzles and building games, health tracking toys, wearables, and others. North America is identified as the most lucrative regional market for smart toys, promising a revenue worth US$2,119.2 mn by 2022.

Personas

Joan, 40, Director of Engineer with 2 kids (3 and 8 years old) Researcher, follows trends

“I remember that in my childhood I would play mostly with other kids and I would like to give that experience to my kids as well. Now with all that technology kids don’t socialise enough so I would like the toys to promote a common play to bring kids together”

Expectations

  • Benefits for frequent customers
  • Reviews from parents
  • Information about returns
  • Good looking toys, pleasing to touch
  • Detailed description of toys
  • Good selection of toys

Frustrations

  • Counterfeit products
  • Images don’t correspond to real products
  • Products don’t have dimensions mentioned
  • You can’t touch the products

Anna, 30, Freelance designer with 1 kid (5 years old) Inspiration seeker, impulsive shopper, likes small stores

“For me being creative is the biggest thing and I would likemy kids to grow in a creative way too. Having a child is thebiggest experience for me and I want to make it right. I want to give the best to my child and raise a smart kid.”

Expectations

  • Custom search experience
  • Frequent updates
  • Good branding, good publicity
  • Fast delivery and checkout
  • Great customer service
  • Good description

Frustrations

  • Appropriate choice
  • Which store to choose
  • Where to find reliable information
  • No customer service
  • Personalised customer experience
  • Problems with delivery

Derk, 31, Programmer with 1 kid (4 years old) Power shopper, not easily influenced

“I have always been an independent thinker and like to follow my own paths. The same applies to how I raise my kids and what toys I give to them. I let them choose what they want to play with. I want to plant a seed of independence and choice in them”

Expectations

  • Info on security and privacy issues
  • Good reputation
  • Detailed product description
  • Good return policy
  • Shipping information
  • Innovation and sincerity

Frustrations

  • Lack of security, both physical and digital
  • Bad online store reviews
  • Price being too high
  • Not used to buying toys online
  • Unclear info on returns and shipping

User needs based on the interviews and user persona

  • Indicate what is the material the toy is made from
  • Write about what are the current trends for toys and inform people about the smart toys
  • People expect good shipping options
  • People want easy returns and a guidance on it
  • Discounts, rewards program
  • People expect to see ratings not only for the toys but for the shop itself
  • Customers want to read reviews of the toys
  • Reliability of the products, the impact of toys on child’s development
  • How the toys sold in the shop are popular on social media

Wireframes

High fidelity design

As we continued our research, we moved to high-fidelity prototypes and went through various design iterations.

Intuitive search

How to make a user think as little as possible about the choice of the toy and give them a ready-made solution to find what they need? Ask them right in the beginning about their needs. In order to save time to find the right toy I have come up with the extended search where when you click on the search field you get navigated to the most used parts of the search results. So, for example, you are not sure exactly what you are looking for but the sale section caught your eye so you can easily get there.

Hotspots

I added interactive images which are currently being used on Instagram. Each image displayed on the webpage would have hotspots connecting products on the image with the products in the store. On hover, you would be able to see the name of the product and its price. It shortens the path of the product discoverability and allows the user to purchase the right away.

Basket as a shortcut

Whenever you hover over the basket it allows you to search for the toys within a click of one button. This functionality as you will later see is very handy for the mobile users and for the shopping experience itself. Empty state of the basket requires a call to action, it should encourage people to go and purchase a toy.

VUI search

As we move more towards the conversation interfaces the step towards Voice interfaces almost feels unavoidable. I think saying out loud what you are looking for without clicking on your screens seems like a very intuitive Human Computer Interaction. That’s why I thought that we should enable this functionality in our store. Soon after you say loud what you are looking for you are being redirected to the search results. The same applies to mobile users who can easily without using their gestures too much just say loud what they are looking for and within seconds get what they want.

Homepage as extended search

I wanted to allow people to discover the content of the store and navigate them through enjoyable manner. The main page would include three sections which would navigate the users through the main categories of the products. Two first sections would be bestsellers and new items. The third section would contain features of main categories. Right among the main categories of the toys I have embedded an option to receive 20% off from the first purchase which I hope would encourage users to make their decisions about their first toy.

Highlight what makes you special

I wanted to make it visible that we are offering free delivery options, gift wrapping and reward program. I think people want to know what they can get extra with this shop and feel like this shop is taking care of their customers. Subscription models are also becoming increasingly popular as people have less time to shop and secondly they want to try out new things with fewer costs. They want to be surprised and is getting a delivery organized for you every once or two months is very convenient.

Build your community

At last, the community area starts. As first I have included a blog section where experts can write about smart toys. We could also display blog entries from parents who make reviews about the toys. Underneath you can find testimonials area where customers talk about their experiences with smartkidz. In the last section, I included Instagram posts from the community, customers, kids interacting with the toys purchased at the shop. At the bottom of the page, I placed a button for the 24/7 chat with an expert. The footer should include certificates and badges that inform the clients about the reliability of the store and the security.

Search results

In the results page, you will be given a set of filters to help you navigate through the selection of toys. You can also sort the products according to the price, alphabetically, by new or bestselling products.

Introducing a toy

The toy should be marked with the certificates, award badges. As we are providing a curated selection of smart toys it is important for us to show that the items you see in the store are reliable, are educating and enhancing the development of many different skills which otherwise would be hard to teach a kid. As the market for smart toys poses many obstacles, concerns the certificates can create a more trustworthy impression and highlight their education, safety aspects.

Another important aspect that should be found next the toy description is the dimensions of the toy, from what material the toy has been made, what are the main features of the toy and what types of skills development the toy promotes.

Reviews made by customers

The product page should include high-quality images of the product with a video review that could be created by a child youtuber, vlogger or a video made by the company releasing a smart toy. Videos made by kids at the same age as the target audience using the toy is the best way to advertise the product, hear the impressions, watch the kid using this toy or even unboxing it. Peers of the same age will definitely point out the most crucial aspects of the toy encouraging to purchase this toy. This way the product review seems to be authentic and less influenced due to the marketing reasons.

New customer reviews

I would like to introduce a new way of rating a product. I have been thinking lately that the standard star rating doesn’t really work anymore. One of the reasons is that we don’t want to show products with low ratings on our page. So automatically products with low rating would be removed. Which means that I am aiming for showing products with a good rating only. And besides that, we are showing a curated selection so I thought I need to come up with another way of rating/ reviewing the products. A rating that could provide meaning to the customers and help them with making their choices. Additionally, long extensive reviews are also not working, they are hard to read and take lots of space.

So I came up with a new way of rating products which allows customers to upvote for a review that another customer left if they authenticate with it. They can also create their own review. Each of the reviews would consist of a limited amount of words to shorten the time of reading the content and to allow the customers just to skim through the reviews and get the most of it.

Shopping through a basket

I think the big problem with online retails stores is the breaking shopping experience where you have to leave your product exploration in order to jump to your basket to see what you already got there. I think basket should be viewable at any time and should be easily editable. At any time you should be able to adjust the amount of the products that you have in there or change the color of the product or even seamlessly go to the checkout procedure.

Multiplatform checkout

Checkout process happens in three stages. The purpose of the first stage is to gather the information about the customer and also to offer a fast checkout option. The options here are the most recognizable ways to check out such as Google pay, Apple pay and Paypal. The second step is to give information about the shipping method and the last one is a payment method. In the payment method section, you can either choose to pay with credit card, PayPal or use cryptocurrency. That is a new thing provided by Coinbase who has released Coinbase commerce services where a customer can pay for goods using their cryptocurrency which they hold in their digital wallets.

Face ID checkout

The mobile shopping experience has become largely popular among people and therefore the shopping enhancing technologies are evolving simultaneously. The Face ID checkout is a very easy solution to quickly confirm our purchase. It stores information about our identity and has an access to our funds. It does skip the long and mundane process of typing our personal details, shipping adresses, and account information. I think the same technology can be easily applied to web checkout.

New funnel to increase leads

After a successful order, it would be a good idea to present the customer with a discount code to encourage them to purchase at a shop next time. Thank you message would be also advisable as well information about their purchase and the order number.

User testing results

  • Make it more visible what is actually trendy now for the categories so it is easier for parents to know what to choose
  • We have faced the limitations of the prototyping tool
  • The consistency of prices and images when people try to purchase the items even it is a prototype
  • Some people prefer popup with a discount some prefer just to see it on the home page but more visible
  • People get confused with the division on interests and category
  • Problems with terminology like STEM or DIY
  • Sales should stand out more
  • Checkout as a guest wasn’t indicated sufficiently
  • Some people expressed lack of gender division for the toys

Ideas, direction

  • Keep on building a trusted brand that is an expert in the field of smart toys
  • Add reviews/ badges or mentions on the main page showing that toys are recommended by the specific institutions
  • Create a custom search on the homepage that takes you directly to what you need
  • If some toy is very popular make it more outstanding on the homepage
  • Make it more visible when users can have free shipping
  • Make subscribe method more visible
  • Experiment with home page layout in order to make the purchasing experience as easy as possible

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