E-Commerce | UI/UX | Brand Development

Cultura Toys

Cultura Toys is a mission-driven company featuring handmade dolls that highlight and celebrate global cultures, traditions, and identities. A direct-to-consumer e-commerce model was implemented to expand the brand’s reach and foster closer engagement with customers.

The online store was launched recently. Changes will be implemented as we gather more feedback and data.

View Live Site

Target Audience and Research

We conducted user surveys and interviews to understand the needs and preferences of our key demographics: parents, caregivers, educators, and school administrators.

Most respondents interviewed expressed:

  • Frustration over the lack of diversity in the toy market.
  • A strong preference for toys with an educational component.
  • High value placed on sustainable materials in children’s products.

These findings highlighted a clear market gap that our products address.

Competitive Analysis

We reviewed major players like American Girl and Barbie. While these brands have strong offerings, they lack in eco-conscious and handmade manufacturing or true cultural diversity. These differentiators guided the e-commerce design and branding to emphasize what sets Cultura Toys apart.

Design Considerations

  • Visual Appeal: Designed a fun, engaging brand identity with clean layouts and vibrant photography to attract users and showcase the dolls. Product images and page designs highlight cultural, gender, and racial diversity.
  • Robust Backend: Built the platform on Shopify to ensure security, reliability, and seamless transactions, especially when handling sensitive user data.
  • Mobile-First Approach: Studies show 70–80% of e-commerce users access sites on their phones. A mobile-first design ensures accessibility and ease of use across devices.
  • Highlighting Differentiators: Integrated a dedicated section on the homepage to showcase the unique features of the dolls: eco-friendly materials, handmade craftsmanship, sweet scents, and adherence to safety standards.
  • Mission-Centric Content: The platform reflects the company’s mission to promote cultural representation, educate children, and champion sustainability. Messaging and visuals across the site emphasize these values.

Next Steps

As we understand our user base better, start gathering data on sales, understand industry trends, and other factors, we will continue to finesse the experience to fit the mission and customer base as best as we can.

Next Project

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