Learning Through Play
In 2023 Staples launched a brand new initiative called Staples Kids. The goal was to position Staples as a leader within the “outcome based play” space.
Using data from previous initiatives like the Staples Back To School and Black Friday pages, I crafted a brand new online experience for Staples Kids which continues to be successful to this day.
Mapping things out
Looking at the data from old campaign postmortems I created a sitemap to show how the user could potentially flow through the online Staples Kids experience as well as highlight different ways they would shop.
Staples had an internal goal of establishing it as the leader of learning based play while simultaneously having a goal of selling a ton of product in the most efficient way as possible.
With all of this in mind, I decided to create two specific pathways for users. One which allows them to shop by age (which we learned was what our users preferred to do) and the other which allows them to learn about our four pillars of learning based play (Cognitive, Discovery & Exploration, Sensory and Fine Motor).
Wireframing
With every project, the wire framing stage is one of the most important. After completing the sitemap I was able to create page templates using existing components within the current Staples design system and create page templates to populate with content. A prototype for navigation was also created for usertesting to determine the best way users could access this content.
Key elements here included:
Ensuring Shop by age as well as learning pillar is highlighted.
Maintaining the Staples Kids brand as well as focus on learning based play.
Our story is told correctly
Staples Kids – Landing Page
Staples Kids – Shop by Age
Staples Kids – Outcome Based Learning
Applying Design
Once the wireframes were approved, high-fidelity design elements were applied to bring the experience to life. This process focused on creating a vibrant, child-friendly aesthetic while staying aligned with the Staples Kids brand and maintain a consistency with the in store Staples kids experience as well.
Later on the designs were refined further and continue to evolve for holiday and other large scale events and occasions.
Staples Kids – Landing Page
Staples Kids – Fine Motor Skills Landing Page
Staples Kids – Shop by Age Landing Page
Results
The Staples Kids pages on Staples.ca has significantly exceeded performance expectations:
Higher Traffic and Conversion: The Staples Kids section has achieved a higher conversion rate than the Staples.ca website average, driven by increased traffic from parents and gift giveres interested in children’s and educational products.
Nationwide Expansion: Following this digital success, Staples is now adding dedicated Staples Kids sections in physical stores across Canada. This expansion strategy merges the online and in-store experience, meeting the high demand for kid-focused products and enhancing brand visibility among families. While this was always a goal from the business I like to believe that the success of the online Staples Kids presence helped contribute to this.
This successful launch highlights the effectiveness of thoughtful, user-centered design which has ultimately enabled Staples to create a cohesive and high-performing customer experience both online and offline.
Next Steps: Workshops
As Staples Kids evolves new challenges emerge. I was tasked with leading two separate workshops with key decisions makers that would ask important questions to determine answers on how we can improve the experience and plan for the future.
The workshops were a complete success and I look forward to seeing how the brand evolves.
