We’ve sent out an online survey to collect quantitative data on user buying toys behaviors, engagement with the product and their awareness of the online store. We collected 127 responses from different types of users who often buy toys.

To organize all data from the research we synthesized our findings on post-its. This process helps us to find a common pain point and future opportunities.

• Online shopping is not as fun, because people like to feel and touch toys before buy.
• Most people aren’t sure what they want to buy because they like to have physical contact before it.
• For people to buy toys online, they need detailed information, on the products and on the shipping so then they can feel confident before buying.

Meet Jan, our persona. He's an accountant.
Jan is a family guy. He loves playing games and has fun with his nephews.

A User Journey Map helped us to understand the user experience so that we can find opportunities to make their journey better. Analyzing his current journey we found opportunities to create a tangible feeling of toys and a toy store experience that would attract regular customers.

We used the Moscow method to prioritize the features to create an MVP.
We focused on features for Increasing trust as:

• Customer reviews
• Detailed product specification
• Video of products

After solving the main problem with our Must Haves and Should haves, was easier to create user flows, which helped to illustrate through diagrams solutions that have the potential to work.

To start the process of ideate we created a paper prototype based on all the information architecture we had set up. We tested the paper prototype with a few potential users, where we could identify pain points giving us important insights.

In order to digitalize our sketches, we also worked in a mid-fidelity prototype as you can see in the video below:

After presenting the mid-fidelity prototype we continue the research process conducting a usability test, in order to have a concise product and have support data from users. We conclude from the test that they:

• They notice the video feature and liked it
• They were happy with the flow and found it clear.
• They went to categories directly
• They were expecting to see some sort of animation after clicking on the “Try Me” button

As the Design Thinking method is a continuing process we should always have in mind that improvements can be made from the prototype until the implementation, but in this case, as a student project, we didn't have a chance to develop the final working solution. So the next steps could be to present the project for the toy store and see if they are interested in it. They already liked the results we showed them after conducting the usability test, so would be nice to hear their feedback about the prototyping results.