E-commerce website for STEAM products

The Little Einstein

Little Einstein is an imaginary online retailer of curated and innovative toys for kids. It was formerly a beloved shop in Brooklyn that sold all types of DIY kits (both analog and digital), but the storefront was too expensive and the shop closed in 2012.

 

Our goal is to design a new online store will reflect the STEAM-focused Philosophy of Littler Einstein, while at the same time maintaining a playful and creative vibe that was found in the store.

Client / 

Course Project​

Group /

 

Role / 

UX Researcher

 

Agency / 

NYU

 

Year / 

2016

   Design Process

Card Sorting
Site Map
Define User Flow
Paper Prototype
Interactive Prototype
User Test I
User Test II
Finalize Design
User Interview

The first step of our design process is to interview potential users. We roughly divide our target users into three groups: parents, grandparents, and children. Here are some example questions we had for our target users:​

Parents

What factors do you consider when purchasing toys for your children?

What is your process for finding, researching, and purchasing toys online?

What are some of your favorite online resources for kids?

Grandparents

What kind of toys do you think your grandchildren would like?

What is your process for finding, researching, and purchasing toys online?

What are some of your favorite online resources for kids?

 

Children

How do you convince your parents to buy the toys that you really like?

If you are going to categorize the toys that you have now, how would you categorize them?​

 
Card Sorting
Create User Personas

Discussing user personas as a team helped our group united our goals on this project.

While discussing the personalities of various user personas, we got to share our different visions on this project. We had a better understanding of what kind of users we would be designing for and what kind of problems they might run into while using this website.

 

 

(Credit: The above user personas were created by Najma McCarthy)

Site Map
Define User Flow
Paper Prototype
User Test