Claire Yan UX designer

claireyanux@gmail.com
claireyanux.com

a conceptual e-commerce mobile website that aims to:

• Relieve customers’ pain points

• Keep as many active users as possible.
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Delivery

• Unlike its competitors, Toy Time provides video introductions and rich product details, and a lot
of video reviews from actual customers— to help parents and non-parents with their decision making. 

• Customers can pay for and track their delivery without logging in.

• Frequent toy buyers and parents can collect loyalty points ( equivalent to dollars) from purchases, writing video
reviews, and daily logins. 
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
What I’ve done
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Discovery
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Approach
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Define
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Value Proposition
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Design & Iterations
From the survey, we learned that half of the users bought toys using a mobile phone, so we
adopted a mobile-first approach.

From the usability tests of the paper sketch, low fidelity, and high fidelity prototype, many
improvements were made to the user experience.
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Design & Iterations
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Design & Iterations
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Design & Iterations
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Jennifer’s happy journey

I can check product videos and the video reviews uploaded by other customers. I can easily track my order in a few clicks.

I can collect loyalty points by logging in every day and uploading video reviews, which can save me money when I
purchase toys next time.
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
William’s happy journey

I can quickly go to the ‘age group’ to choose a toy within my budget by applying a filter. I check out as a guest.

I can track my delivery using the order number sent to my phone and will collect some loyalty points to redeem in the
future.
 Claire Yan UX designer
claireyanux@gmail.com
claireyanux.com
Next Steps

• Work on more features to provide a more wholesome experience for customers

• Focus on building a responsive website that caters to tablet and desktop-size screen

• Continue to test and improve the user experience

I’m Claire Yan, a UX/UI Designer based in Sydney