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Marta Fioni General Assembly London - UX DI Summer 2014
The Magic Toy Shop
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Competitors Analysis
Bunny, my favourite toy
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‘Where have all these toys come from?’ Hiroshi Fuji
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An online toyshop that creates and re-creates
the magic moments of childhood.
The brief
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Curated
Mass Market
General e-commerce Toys
The opportunity
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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
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As efficient as Amazon !
As surprising as Firebox !
As cozy and delightful as your favourite toy shop
The experience
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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!’
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Designing the experience
Encourage Discovery
Support Buyers Decisions
Drive Sales & Delight
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Encourage Discovery
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One click to brand pagesDate
Notes
Title
g-design.net
>
Home Brand
>
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Support Buyer Decisions
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‘Ask someone’
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The expertsDate
Notes
Title
g-design.net
Help page Product Page
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The magic bagDate
Title
Notes
g-design.net
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Prototype
Drive Sales & Delight
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Check out process
ConfirmationPayment Bag
DateTitle
Notes
g-design.net
DateTitle
Notes
g-design.net
DateTitle
Notes
g-design.net
>> >>
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What’s your favourite toy?Date
Notes
Title
g-design.net
>
Form Discount
>
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Testing with users
Livia, Mum of Agata
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Results pages
Test page Final version
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Testing prototype
Final version
Messaging
Test message
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Demo
http://invis.io/5QYJS7NX
Buy a beginner’s level magic trick
Clickable prototype:
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Next steps
!
With your help,create magic content
Gather statistics and run A/B testing on the homepage
!
Monitor sales and engagement !
!!!
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Thanks!