Turning milestones into a browsable storefront
for Cubo Toys, a toy brand that grows with the child.
Client
Cubo Toys
TIMELINE
3 Weeks
Tools
WordPress, WooCommerce, Analytics
Role
Solo UX/UI Designer
The Brief
Cubo Toys is an accredited, award-winning educational toy brand with Montessori and SEL boxes spanning developmental milestones from object permanence to cultural competence. But the website grouped all products into a single shop page with dark backgrounds and heavy sustainability messaging, reading more like a corporate site than a toy shop.
This was a full e-commerce redesign, from site review to a restructured information architecture, delivered in live production within 3 weeks.
A Stage-Based Shopping
Established educational toy boxes like Lovevery and KiwiCo all organise products by developmental stage, lead with hero images showing the full product spread, and expand on every item inside the box in their product descriptions.
Design Process
A site review revealed 3 core issues: no age-based filtering, a dark corporate tone communicating sustainability thus burying the playfulness of the brand, and missing trust signals like guarantees and security badges. The product's key differentiator is that it is a modular toy box with dozens of pieces and multiple configurations, but the existing hero images showed individual items, making it look like any other single-use toy in the market.
New Information Architecture:
Added play collection categories
Montessori baby toys from 0-12 months
Montessori toddler toys from 12-24 months
Montessori children toys from 3 years+
Design Decisions
The site review pointed to 4 changes needed to close the gap between the product and the shopping experience:
[Information Architecture] Introduced three stage-based landing pages with age-relevant product recommendations to reduce decision fatigue.
[Visual Design] Shifted to a light palette, cleaner typography, and unfiltered photography to resolve the mental model violation between what parents expect from a toy shop and what the site was showing.
[Progressive Disclosure] Restructured product pages to guide parents step by step toward add-to-cart, reducing cognitive overload.
[Trust Signals] Added guarantees and security badges to reduce purchase friction at the point of decision.
Deployed screens from the Cubo Toys redesign, covering the homepage, 3 stage-based landing pages, and individual product pages with progressive disclosure.
Project Outcome
Before the redesign, Google Analytics showed a -21.9% decline in impressions. During the transition, impressions started recovering with a +5.2% increase. After a full month of being live, that jumped to +49.6%, and the store achieved a GREAT quality score on Google Merchant.
The project was live and built directly in WordPress and WooCommerce plugins.