Little Einstein : E-commerce Toy Store

February 2018

E-commerce    Web UX Design   


The owner of the toy store Little Einstein wants to convert the physical store to online only and focus on products geared towards kids ages 4 - 15. The new online store will reflect the STEAM (Science, technology, arts, math) focused philosophy while at the same time maintaining a playful and creative vibe that was found in the store.

How might we create an e-commerce platform for STEAM toys by maintaining the vibes of a physical store?

Final Deliverable

The final deliverable was high fidelity wireframes of an e-commerce website featuring stem toys. We came up with various features by gathering different user requirements in an attempt to bridge the gap between online and offline shopping.


Joanna Yen, Srishti Kush, Cherisha Agarwal, Raksha Ravimohan


Contextual Inquiry

We went to Toys "R" Us and Kaleidoscope- one big and one small business based in Brooklyn. We gained good insights on what kind of toys do people shop for, what medium would they like to use and how often do they visit stores. The shop keepers also gave their ideas on online Vs offline shopping for toys.


Prefer to shop in-store
- Touch and feel of products
- Last minute requirements
- Ask questions
- Check quality of products
Prefer to shop online
- Cheaper
- Can check reviews
- Search easily
- Stores are busy and chaotic
Other customer requirements - Safety measures for kids
- Products be in stock
- Personalized results online
- Toys from local artisans

Competitive Analysis

We then looked at several e-commerce websites and tried to understand how they categorize their products, list details and get people enagaged. We covered large corporations selling toys, like Target and Amazon, as well as smaller local shops like Norman and Jules.


Card sorting

The next step was categorize the different products so that people can easily search for them. We listed about 50 products and performed the following activities.
Closed sorting - Sorting the products we had collected based on price and age
Open sorting - Having a user sort the products based on his own categorization

Through both the processes, we were able to understand the categorization methods and grouping mechanisms which aided our website layout and prototypes.

Site Map

User Flow

Paper prototype

To maintain the vibe of the physical store, we decided to place a window display on the home page and have an interactive play area. Since these two features were quite new and had to be demostrated in high fidelity, we tested our paper prototype to get quick feedback on navigation, categories and other features.

User testing 1

We tested the paper prototypes with some of the staff members at the stores we had visited earlier. We conducted 3 tasks to ensure end to end experience on the e-commerce platform -
1. Add an item to the cart
2. Find the events page
3. Play with a toy
4. Shop by age
Based on the feedback, we decided to revise the categories and test it with more number of users.

Low fidelity wireframe

These wireframes were created using Sketch, Illustrator and InVision- link

User testing 2

After testing our paper prototype with different users including students, adults and toy store staff, we analyzed our testing results based on the tasks we had assigned the users. We learnt that while the users were satisfied with the basic functionalities that our website provided, there were some key areas which needed modification. For example, we needed to redefine our categories and make the play button more visual in nature to find it easy to locate. We incorporated the feedback received from testing and then proceeded to create our wireframes digitally to test it out with more users.