Yoto Amazon Shop Front

Date: November 2024

Duration: 2 hours

Role: UI/UX Designer

As part of an interview assessment, I was given a 2-hour challenge to analyze and redesign the Amazon brand store for Yoto, a screen-free audio platform for children. The brief asked me to identify what wasn’t working, suggest improvements, and walk through my UX process. Though visuals weren’t required, I approached the task as if I were designing a live storefront—focusing on clarity, conversion, and user empathy.

Phase 1: Competitor Analysis

I began by studying Amazon storefronts of five well-established brands to establish a competitor landscape and to conduct some market research. I noted down some key UX strengths which each shop front had:

Phase 2: Seasonal & Audience Insight

With Christmas approaching, I saw an opportunity to align the storefront with seasonal buying behaviour. Yoto players are popular gifts, and many buyers are not the child’s parent, but rather relatives or friends.

Recommendations:

Add a Christmas-themed banner to signal giftability and seasonal relevance.

Include messaging tailored to gift-givers, e.g., “The perfect present for curious little minds.”

Introduce a social validation section beneath the banner featuring:

  • Awards and accolades
  • Customer reviews
  • Press mentions

This builds trust and reassures buyers that Yoto is a safe, high-quality gift for children.

Phase 3: Navigation Overhaul

The original layout featured two static images of Yoto players side by side. At first glance, I assumed they were clickable buttons—but they weren’t. This created confusion and missed an opportunity to guide users effectively.

My redesign included:

A top navigation bar with four clear product pathways:

  • Shop Bundles
  • Shop Card Store
  • Bestsellers
  • Make Your Own

“Featured Player Products” banner showcasing:

  • Yoto Player
  •  Yoto Mini

This structure allows users to self-select based on intent and quickly access core products without ambiguity.

Phase 4: Browsing Made Easy

Recognizing that many buyers may not be familiar with children’s preferences, I introduced several browsing aids to reduce friction and increase conversion:

1. Popular Card Products Banner

Sections for:

  • New Releases
  • Bestsellers
  • Yoto Originals

Helps users discover content without needing deep product knowledge.

2. Find Gifts by Age

  • Allows users to browse based on age range, helping match literacy level and interests.
  • Supports both informed parents and less-informed gift-givers.

3. Find Gifts by Genre

  •  Genre-based browsing (e.g., dinosaurs, bedtime stories, adventure).
  • Reduces the need for manual searching and deep scrolling.
  • Encourages impulse purchases by minimizing clicks and decision fatigue.

4. Find Gifts by Kids’ Favorites

  •  Curated titles frequently listened to by children.
  • Ideal for buyers who don’t know the child’s preferences but want to choose something popular and well-loved.

Phase 5: Information & Trust

To further support conversion, I added an Information Banner—a section that explains what Yoto is, how it works, and why it’s loved by families. This helps orient new users and builds confidence in the product’s value.

UX Improvements vs. Original Storefront

The original storefront required users to click through multiple layers to find what they needed. My redesign aimed to reduce friction, anticipate user intent, and accelerate conversion. The goal was to “read the user’s mind”—making their journey seamless, intuitive, and fast.

Final Thoughts

This exercise was a fast-paced opportunity to demonstrate my UX process—from competitive analysis and audience empathy to navigation strategy and conversion optimization. My goal was to create a storefront that feels intuitive, trustworthy, and tailored to both parents and gift-givers.