Smyths Toys


Smyths Toys is a leading provider of children's toys and entertainment products with over 100 stores in the UK and ROI. I was contracted to work with Smyths Toys in designing the UX and UI of their new website.

In the context of agile development I worked closely with BA’s, Architects and front end development to ensure business requirements were met and functional specifications aligned with my design work.

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Define Requirements

The focus on this project was in the value of CX (customer experience) a mobile first approach and a purchase process that integrated with an agile platform, to meet the changing demands of the market and customers. The build was to fully integrate the back office using SAP - as a primary suite of products - with the front office systems, to be built with the hybris ecommerce suite.

To guide the project from a BA perspective, the following principles were applied:

  • Quality in architecture, execution and delivery

  • Simplicity of use, easy to navigate with limited customisation

  • Transparency and open engagement



In the discovery phase of this project we met with the client and engaged with them to develop a deeper understanding of business goals and user needs. This phase revealed the real pain points that people are experiencing, along with the thoughts and feelings a Smyths customer develops as they use the site.

The documentation that followed allowed us to share those insights and collaborate further to push the objective resolve.



Following this we defined the IA, user stories and task flows that would inform the wireframes and UI design that my role was predicated on.



As the analysis of requirements and functional specifications were being made the lead developer and I began designing wireframes using Axure. In the process of doing so we agreed on content with regular feedback from the client.

Home Page


PROduct Details Page



With the wireframes signed off and the functional specification agreed work could begin on the visual design process of building the UI first in Photoshop and then later in Sketch.  


Visual UI

Using Invision we were able to sync the PSD/Sketch assets to a project board that could be viewed on the clients handset. This was the primary method used to demonstrate the websites functionality and move the project forwards with change requests and iterations on further requirements. 




The UX / UI design project for Smyths Toys was inclusive of the following, 

  • Competitor analysis

  • Concept and ideation

  • Task Flows

  • Wireframing

  • Prototyping

  • Style guide design

  • Visual design

  • Mobile design

  • Agile iteration

See the next case study for the Euro Car Parks project.