Toy Page Renewal — Full UX Redesign

Overview

The toy category page on Amazon Japan had grown organically over the years, resulting in a cluttered layout that didn't match how customers actually browsed. Mobile traffic accounted for over 60% of visits, yet the page was primarily designed for desktop. The goal was a complete UX overhaul — creating a unified, responsive experience grounded in real user behavior data.

As the lead UX designer, I was responsible for the full end-to-end process: from initial research through to final design delivery and user validation.

Process

• Device & behavior analysis — Analyzed traffic data to understand device split, identifying mobile as the dominant platform. Reviewed scroll depth, session duration, and bounce rates across devices.
• CTR & content audit — Mapped click-through rates across every section of the existing page, revealing which modules drove engagement and which were ignored.
• Customer journey mapping — Created detailed journey maps for different user segments (gift buyers, parents, collectors) to understand varying needs and entry points.
• Competitive research — Benchmarked against major toy retailers and e-commerce platforms to identify industry best practices and differentiation opportunities.
• Wireframing & prototyping — Developed mobile-first wireframes based on research findings, then expanded to desktop. Created interactive prototypes for stakeholder review.
• User testing & iteration — Conducted moderated usability tests with target users, iterated on the design based on feedback, and validated the final version before handoff.

Results

The redesigned toy page delivered a cleaner, more intuitive experience that aligned with how customers actually browsed. Key outcomes included:

• Improved CTR on key product modules by surfacing high-demand categories based on data insights
• Reduced bounce rate through better information hierarchy and clearer navigation paths
• Created a responsive, unified layout that performed consistently across mobile, tablet, and desktop
• Established a reusable page template pattern that was later adopted by other category teams at Amazon Japan