Gonzalo TéllezHBK Happy StoreHBK Happy Store
When the pandemic closed its store in Lima, we took it to an online shop built to sell in Peru and across the region, and refined it through tests with parents and kids.
An imported toy store with no digital channel
HBK Happy Store was born in 2018 as a kids' store in Lima, founded by Mildre and Sandra Castro, with toys, clothing and accessories from US brands.
No store and no online shop
In 2020 the health crisis closed the store and the brand had no online presence. Inventory, orders and sales tracking didn't scale either. It needed a channel that could sell and grow beyond Lima.
Launch, test and adjust
I worked with the founders and two UX/UI designers. My role was product marketer: research, positioning, testing and prioritizing the changes.
- 01We researched the market on a small budget.
Observation and analysis of competitors and references, and two segments: the parents who buy and the kids who choose.
- 02We defined the brand and the catalog.
Logo, colors and an information architecture built around the catalog and the store's positioning.
- 03We tested before launching.
Interactive prototypes for the founders and two rounds of usability tests with real shopping tasks and a satisfaction survey.
- 04We turned findings into changes.
Collections by franchise, a clear notice about the account created at checkout, and a floating chat on every page, connected to Messenger.
References and two audiences
Using the business background, we separated those who make the purchase decision from those who influence it, and that shaped the personas and the empathy map.
A brand that smiles, a catalog by character
The logo uses a legible typeface with a distortion that draws a smile, and the colors are associated with play. The sitemap was refined over several rounds, crossing catalog, positioning and the way people search.
Ten people, real shopping tasks
Remote, moderated sessions of about 30 minutes, with incentives of up to S/ 100. Using the high-fidelity prototype, they had to find a toy, filter by age and category, add it to the cart and pay, thinking out loud. At the end they rated their satisfaction from 1 to 5.
What they said
I'd love to see the Frozen logo! I see the Disney one, but a lot of things are mixed together here.Lucía, 32
Searching for products by character, series or movie was hard.
Collections, logos and filters by franchise.
Can I change the shipping address? I see there's a sign-in option, but I never even created an account.Miguel, 41
They didn't know an account was created when they bought.
Say so in the confirmation and by email, with a guide.
It would help to have live chat on every page to get help right away.Fernanda, 29
The chat was only on the home page.
A chat available throughout the purchase journey.
When I look for Paw Patrol toys, I don't want them mixed with other shows.María, 8
Before and after
1. Collections, logos and filters by franchise
2. User accounts that make sense
3. Chat on every page
Customer Satisfaction Score
The store went live, and going digital let the brand sell beyond its physical store and reach more countries in the region. Satisfaction was measured with the same survey before and after the iterations: it went from 62.5% to 87.5%.
The finished site
Scroll inside each window to go through the full pages.
Catalog by collection
Product page
Next steps and future improvements
- 01Loyalty programs.
A loyalty or discount program for returning customers to drive repeat purchases and referrals. The delivered platform already leaves that door open.
- 02More investment and a wider catalog.
To make the most of e-commerce and growing demand, with a solid financial plan to support the improvements.
- 03Ongoing user testing.
Use analytics to keep iterating on design and features based on what users say, trends and technology.
- 04Events and communities.
The store already hosts meetups for kids with the Beyblade Fan Perú community. Initiatives like that can grow with new trends and partnerships.