UX/UI Case Study: Trotty Toys

The extract from the project brief.


User interviews

  • Identifying potential users of the website (stage of life: young parents).
  • Drafting a research plan and questions to be covered during the interview.
  • Conducting the interviews remotely over Zoom.
User interviews were carried out remotely via Zoom.
Trends revealed by the affinity mapping.
  • Users need to find easily and quickly what they’re looking for (quotes grouped under Selecting Toys).
  • Users tend to know what toys they are looking for exactly or at least a type of toy (Organising Products).
  • Users like the quick payment process (Payment).
  • Users don’t use reward systems unless it’s a major loyalty program (Reward System).
  • Users would be interested in quality workshops on toys for their kids (Shop Events).
Visually similar websites of the direct competitors.

Competitive analysis

The structure of the direct competitor website.
A task analysis of the checkout process of large e-commerce websites (fragment).

Card sorting

Initial and final categories of the card sorting exercise.
  1. I prepared cards with the product manufacturer, product name, and a product photo.
  2. I sorted products and assigned them to initial categories.
  3. I run semi-closed card sorting via the internet. The initial categories were presented to the participants, but people could suggest their labels. I wanted to find out if participants will come up with different categories. I also wanted to avoid the risk of going with categories they do not wholly agree with.
  4. The tricky part of card sorting was to analyse a large amount of data in a short time. I examined the results by looking for trends. I identified two main trends: high agreement on most categories and less clarity on certain products.
  5. The valuable part of the process was to debrief two users afterwards to understand problems and the principles behind the sorting they conducted.
  6. If I had more time, I would conduct additional card sorting sessions with a limited number of cards (mostly of products on which there was no clarity in the first phase).
  7. The final primary categories helped me position the product pages in the website structure and add breadcrumbs navigation. Because of the complex nature of the inventory, I considered having one product in multiple categories, though it could mean that history-based breadcrumbs would have to be introduced.
The results of card sorting.


User persona — Fiona. She values local shops but often buys toys with large e-commerce stores.
The ideation session was aimed to answer the question: How might we help Fiona feel that she is shopping from a small independent entrepreneur, not from a massive corporation?


  • a strong brand identity
  • the story behind the shop page
  • thank you page when the order was placed
  • clients reviews and testimonies
  • community tab
  • toy exchange (I felt that this idea had potential but would fall outside the scope of the current brief, and I could present it as a possible next step for Trotty Toys)
The homepage navigation.
Low and medium fidelity wireframes.
The basis of the colour system.
Homepage and Product page.

Next steps

High-fidelity ‘thank you’ page.



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store