Mischief Toys & Gifts
Role: UX Designer, UI Designer, UX Researcher
Tools: Figma, Canva, Zoom, Toggl, Slack
Objective: Design an e-commerce website
Timeline: 3 weeks
Project Overview
I redesigned the e-commerce website for Mischief, a specialty toy and gift store, taking ownership of the complete UX design process from research and conceptualization through to high-fidelity prototyping and usability testing. The project aimed to elevate a local business's digital presence to compete with larger retailers while preserving its unique charm.
Process & Scope
After receiving the project brief, it became apparent as to what phases this project would require. Research would play a key role in understanding the user and their journey through the shopping experience. In addition, research would lend itself to determining what key features are highly valued and what new features could be implemented to enhance the overall experience. The redesign would include:
User research and competitive analysis
Information architecture development
Complete UX/UI design from wireframes to high-fidelity prototypes
Development of gift-finding tools and personalization features
Enhanced product presentation and review system
Streamlined checkout process
Usability testing and refinement
DISCOVER
DEFINE
DESIGN
DELIVER
Problem Definition
Small, specialty retailers like Mischief struggle to provide the digital shopping experience customers have come to expect from larger e-commerce platforms. This leads to a critical business challenge: users need a better way to find the perfect gift because the small shops they prefer don't make the process easy, causing them to end up at the same old big box stores time and time again.
Three key user pain points emerged:
Discovering: Difficulty finding appropriate gifts due to limited search and filter functionality
Discerning: Lack of trustworthy reviews for informed decision-making
Purchasing: Inadequate information about policies and options that build purchase confidence
Competitive Analysis
My research began with an analysis which helped to understand the features and layout of both direct and indirect competitors. By creating a feature inventory, I was able to see what features are common and expected in an e-commerce website. After conducting this research, it was evident that Mischief lacked typical features that ensure the user has an enjoyable and convenient shopping experience.
“ I find visually appealing websites make my experience more enjoyable”
“ I shop for gifts that match someone’s personality”
After a competitive analysis, I moved on to user interviews. I was able to gain insight from 4 users about their gift shopping experience including behaviors, preferences, frustrations, and decision-making process. I was then able to organize the insights to identify patterns and common themes in an affinity map. This gave clear direction as to pain points that need to be addressed in the new design as well as common behaviors to accommodate.
User Interviews
“ I like to read reviews for additional information and to know that I am getting a good product”
“ I sometimes struggle to find gift ideas for people”
“ I will do my best to shop at local or independent stores instead of big box stores”
Behaviors
Considers reviews from other customers
Tries to shop locally instead of big box stores
Has different behaviors shopping for children vs. adults
Uses other websites and social media to research
Prefers to shop online vs. in-store
Usually has an idea prior to shopping for a gift
Key User Insights
Goals
Values usefulness and practicality of an item when shopping
Considers quality and overall satisfaction before purchasing
Considers price to be a main determinant in the purchasing process
Likes to find a unique gift
Makes decisions based on how quickly the item can be delivered
Challenges
Finds it challenging to get accurate or correct search and filter results
Appreciates the convenience of big box stores but prefers the overall customer service experience of small businesses
Has a better experience when websites are detailed but is not cluttered or hard to navigate
Jana has trouble discovering
Trying to find the right gift is hard, especially when search and filter functions aren’t up to the same level as that of big box stores
Persona & Problem Statement
Jana has trouble discerning
A lack of trustworthy reviews for both the store and the individual items
Jana needs a better way to find the perfect gift because the small shops she prefer don’t make the process easy, causing her to end up at the same old big box stores time and time again.
Jana has trouble purchasing
Many vendors or items do not fit all of her criteria
Target Audience
Primary users are gift shoppers who value unique, curated products and prefer to support local and specialty businesses. They expect modern e-commerce functionality within their experience. They also need assistance in finding appropriate gifts and seek reassurance about quality and reliability.
Current Problems to Address
Difficult Gift Discovery: Users struggle to find appropriate gifts due to limited search and filtering capabilities
Lack of Trust Signals: Insufficient reviews and product information to build purchase confidence
Inadequate Purchase Experience: Unclear policies and limited options for shipping, returns, etc.
Disconnect Between Brand Identity and Digital Experience: Online presence doesn't capture the store's unique character
Design Sketches
Research insights informed my thought process as I moved on to sketches. I was able to generate ideas for layout, content structure, and features to implement. This gave me clear direction for subsequent steps.
Card Sorting & Site Map
Next, I found it useful to employ card sorting to determine how users may expect the website to be structured. I asked 4 users to complete the task of sorting different products into categories that were intuitive to them. This guided my decision-making when constructing the site map and individual categories.
Task Flows
Creating task flows allowed me to walk through the user experience in two different scenarios. The ultimate goal being finding a gift for someone else and confidently making a purchase.
Task Flow 1: Searching for a gift using Gift Finder feature
Task Flow 2: Searching for a gift with an idea in mind
Wireframes
Tasks flows and a new site map guided the process along and low fidelity wireframes made the vision come to life. I was able to implement features deemed valuable based on user research and insights in a working prototype to test my design. I was then able to make final adjustments before moving on to high fidelity wireframes.
Creating high fidelity wireframes allowed me to showcase new brand elements and charm of the site which more accurately reflects the business’s personality. The colorful interior of the store and variety of products offered is now mirrored in the re-designed site.
Implemented Solutions
I approached this challenge through a systematic design process and used synthesized research to incorporate key solutions. These features included:
Intuitive Categories: Organization of products follows user insights and logical layout
Enhanced Product Information: High-quality images, detailed descriptions, and staff recommendations
Streamlined Checkout: Simplified purchase process with clear policies
Transparent Policies: Shipping, returns and store policies clearly visible throughout the shopping journey
Enhanced Review System: Prominent review display with ratings and descriptions of the customer reviews
Curated Gift Selections: Featured staff-curated gift ideas for different occasions and recipients
Social Proof Elements: Customer reviews and usage scenarios
“Mischief Match” Gift Finder: Interactive tool recommending gifts based on recipient attributes
Usability Testing
I conducted usability testing with potential users to validate the design and identify areas for improvement:
Test Participants: 3 users who regularly purchase presents online
Testing Methods: Task-based scenario (use the Mischief Match feature to find a gift within the given parameters: 8 year child who likes animals and games, under $25) observed through remote sessions
Key Findings: Users successfully completed primary tasks with minimal friction, particularly appreciating the gift finder feature and enhanced filtering options. Most feedback came from observed insights where all users lingered over the provided categories in the Mischief Match quiz. This insight could be used to change the labels on the categories users are prompted to select, thereby making the process quicker and easier to make appropriate selections.
The redesigned website successfully addressed the core user needs and delivered significant improvements:
Fun, Engaging Interface: Created a visually appealing design that reflects the store's personality while enhancing usability
Improved Gift Discovery: Users could easily find appropriate gifts using the "Mischief Match" tool, enhanced search, filter, and recommendation features
Increased Purchase Confidence: Clear product information, high-quality images, detailed descriptions, customer reviews, and staff suggestions helped users make informed decisions
Enhanced Logistics Information: Added clear shipping availability, delivery estimates, and in-store pickup options to meet user expectations
Enhanced User Experience: The site maintained the charm of a specialty store while offering the convenience features of larger e-commerce platforms