The Kids Lab

Context

The Kids Lab is an e-commerce kids shop for products made with organic materials — toys, games, and ecological clothing. Brand line: life is a game; welcome to a world of play and eco clothing.

Brief

Design an intuitive shopping experience for parents and gift-givers who care about sustainable, alternative educational products. Work happened in a small team: project manager, UX designer, and front-end developer. Role: UX Designer.

Audience

People aged 28–60 with family or friends who have children — middle–high income, since ecological products cost more. They look for sustainable toys and clothes that support active learning and experimentation, not just plastic-heavy defaults.

Research

Competitor analysis mapped schools, labs, and shops (Spain and abroad) to see how organic and educational offers were positioned visually and in messaging.

Proto-user / job stories (Jobs To Be Done), from interviews, included:

• A mother who wants new games so play becomes discovery and skill-building
• A father who wants organic fabrics so children avoid chemicals and learn care for the planet
• A relative who prefers wooden toys over plastic
• A friend who wants a distinctive gift that surprises both parent and child

Structure

Card sorting with ten people (three employees, seven real users) clarified mental models. The previous site IA did not follow a clear standard structure and needed optimisation before wireframing.

Design

Low-fidelity wireframes explored main view, discover scroll, filters, product lists, and payment method. High-fidelity mobile prototypes carried a bright magenta accent, the rocking-horse mark, and flows for home, categories (fashion / toys), product detail, cart, filters, shipping, and payment.

Outcome

Deliverables: research notes, job stories, IA from card sorting, wireframes, and high-fidelity e-commerce prototypes oriented to eco-conscious shoppers.