Little Einstein Project

 Overview and Business Goals

Project Prompt:

Little Einstein is a new online retailer of curated and innovative learning kits for kids. It was formerly a beloved shop in Park Slope Brooklyn that  sold all types of DIY kits (both analog and digital), but the storefront was too expensive and the shop closed.  The owner wants to convert the store to online only and the owner (Alberta) now wants to focus her inventory on technology and electronics products geared towards kids ages 4 - 15. The primary goal for Little Einstein is to become the #1 resource for parents that want to incorporate hands on STEM (Science, Technology, Engineering, Math, Art + Design) education into their child’s everyday learning experience. The brand of Little Einstein celebrates learning while allowing kids to experiment and play with technology. The new online store will reflect the STEM focused Philosophy of Littler Einstein by featuring new, innovative products, while at the same time maintaining a playful and creative vibe that was found in the store. The new website should inspire parents to spend money and feel like they made a good investment on a toy that will give the gift of learning.

Group members: Brian Hui, Alexandros Lotsos, Ankit Ruhela

User Experience Design Studio, Instructor: Dana Karwas (Spring 2017)

The Prototype of Little Einstein

The prototype of the website, made in Axure.

The prototype of the website, made in Axure.

Little Einstein Circuits Prototype.gif

Hi-Fi Interactive Prototype (Click here)

Research & Observation

We went to some toy stores in Park Slope and did some research. What we found out was the atmosphere in toy stores was really joyful and the parents enjoys spending time with their kids. How we transferred this experience would be the challenge for us. Also, we went online and searched for STEM toys for kids, and made a list of it.  


Brainstorming & Card Sorting


After the visiting to toy stores, we did the brainstorming and came out the sitemap of our website. We also did card sorting for the categories and the structure of our website. The whole project was aiming to build a portotype for the website. 


Website site map

User Personas & User Flow 

Christina Wilson (Mother)

  • Age: 36

  • Work: Civil Engineer

  • Family: Married with 2 kids

  • Location: New York, NY

 Christina is a Civil Engineer at a civil engineering firm in New York City. She has a loving husband and two kids, an 11 year old daughter and a 8 year old son. Both of her children love to play with hands-on STEAM toys. She wants the best for kids so she usually buys toys with high educational value. Both her husband and herself sometimes work long hours and does most of their shopping online to ensure that they have what they need when they get home.


  • Christina wants to buy a toy for her 8 year old son's birthday.

  • She wants the purchasing experience to be simple and straightforward.

  • Christina is a frequent shopper and wants the ability to save her account information.

  • She'll want to check what she ordered before to make sure she doesn't re-buy something accidentally.



Aidan Cheng (Grandfather)

  • Age: 62

  • Work: Postal Worker

  • Family: Married, 1 adult child

  • Location: San Francisco, CA

Aidan is a postal worker in San Francisco. Aidan has a wife and an adult child. His child is married with one daughter. Aidan often buys toys for his granddaughter for her birthday and the holidays. He is worried that his son sometimes doesn't buy the most educational toys for his daughter. Thus, Aidan usually likes to buy toys with educational and entertainment value for his granddaughter in the hopes it will be helpful for her future.


  • Aidan hopes to be able to purchase DIY kits and hands-on kits for his granddaughter.

  • He wants to be able to compare products to make sure they're the best for his granddaughter.

  • Aidan wants to store his details online for easy access.

  • Aidan wants to feel happy and competent when purchasing these toys, knowing that users in the past have had great satisfaction with these products.



Andres Peralta (Teenager)

  • Age: 15

  • Work: Student, Tenth Grade

  • Family: Lives with Parents and Sister

  • Location: Orlando, FL

 Andres is an tenth grade student living in Orlando. Andres has interest in robots and circuitry and already thinks he might want to go to college for mechatronics and robotics. In the meantime, he likes to play games online and check out DIY robotics and DIY circuitry kits online. He loves checking out kits online and saving them to his list in hopes that his parents will buy them for him for his birthday or the holidays.


  • Andres wants to play with interactive, online kits

  • He wants to save the products he likes to a wish list.

  • Andres wants to have a good time online and show his parents to try and convince them to buy the products that he wants.


Paper Prototype

Paper Prototype User Testing Feedbacks

User 1

Feels like amazon, winning model, nothing too unexpected but paper prototype inconsistencies were weird. Convenience and low amount of stuff to click through was good. Familiarity was dope. The user knew what he wanted so he used the search function was essential and the placement was good. Usability was great on the site.

User 2

It was good liked the experience, felt natural and like amazon confusion about category names. If it was a real website she would go to search but paper prototype prevented her. Actually didn't see the search bar! it's too small and not centered so it didn't catch her eye. Eye gravitated to best sellers because it was in the center.

User 3 

Login happens too late in the process. Wanted to see a "compare" option so he can make a decision. Make the login process smoother. Possibly in the beginning? Suggests 2-step verification. Make the search bar a bit bigger and center it. Got confused whether to use the search bar or the category. He knew what he wanted so he used the search bar.

User 4 

  • Feedback: Wants options for gift boxes, receipts and to be able to save products for later from her cart. Option to apply a promo code on the cart screen since a lot of parents might be shopping during the holidays or alberta might have specials

  • On the confirmation page, add a summary of costs that reflect the ones shown on the checkout page (e.g., subtotal, discounts, taxes, shipping and total).

  • Add an “Order History” page that shows current and present orders. In the order history list, provide order numbers, the dates that the orders were placed, status (processing, shipped, etc.), total costs of each order, and the option to “view details” of a customer’s order. Once a customer clicks on an order page, he/she should see the status of their order (processing, shipped + tracking number, etc.), summary of costs and products purchased.

    • After products have shipped, give customers the option to return products. Provide them a return label. You can choose one of the following for the return shipping costs:

      • Free return shipping (to encourage customers to shop on your website and provide great customer service).

      • Free return shipping if they choose to receive a store credit for their order instead of a refund to the original method of payment → Amazon offers customers instant store credit if they choose this option.

      • Have the return shipping fee deducted from their refund.

    • If the order has not shipped yet, consider whether you want to allow the customer to cancel the order (this is optional depending on what your professor allows you to do with your website).

  • Provide a live chat option to talk with customer service representatives.

Interactive Portotype


Interactive Prototype User Testing Feedbacks

User 1

Thought it was a simple and straightforward experience, didn’t really get lost though noticed some design inconsistencies (no product list page for a signed in user).

User 2

Didn’t offer much constructive feedback, thought the site worked as expected, format was similar to amazon, reorder button was very helpful!

User 3

Design inconsistencies between adding things to wishlist > heart vs no heart. had a hard time finding the maker space.It would be nice if products had a "test this kit" button! Word "makerspace" means nothing to her, she would have never found it.

User 4

When reordering something, scans info but doesn't read carefully. Categories aren't immediately clear, guesses what they are by process of elimination. Live chat's purpose is unclear, not sure what she would go there for. Green circle that says online is misleading, he expects an immediate response: big possibility to be let down. Things were generally where he expected them to be, except for the testing site (maker space).

User 5

Green on live chat was interesting so she clicked it, would use it for recommendation. Process was pretty straight forward. Categories are similarly named she chose the link based on process of elimination. Initially looked for arduino category. Play room sounds inappropriate might consider changing the name.

User 6

"Try in the playroom" doesn't sound good. "Live demo" would have been clearer or even simpler, "Try it out" button. Did not notice the search bar!!!! Does not like typing but does not shy away from searching generally. Knew what she was looking for so search wasn't necessary. Order history was too deep in the navigation process. Usually relies on re-searching for products that she remembers that she ordered. Amazon usually places those on top of search results.


  Hi-Fi Prototype