Overview
Juguetes for You is a mobile-first content platform focused on toy recommendations for parents, collectors, and gamers. The project was built with a strong emphasis on information architecture, SEO scalability, and long-term community growth.
As part of a cross-functional team, I worked on shaping the site’s information architecture—from leveraging user research insights and card sorting exercises to defining the sitemap, user flows, and navigation structure. Once a mid-to-high fidelity prototype was ready in Figma, we validated the experience through user testing and iterated on both navigation and UI before implementing the final product in WordPress.
The result is a scalable, content-driven platform designed to support organic traffic growth, community building, and future ad-based monetization.
Tools
Project Snapshot
The Problem
The project needed a clear, scalable structure that could:
Without a solid information architecture, the platform risked becoming difficult to navigate, hard to scale, and ineffective at converting traffic into long-term users or subscribers. Additionally, there was a risk of designing a structure based on internal assumptions rather than real user expectations.
Process
Core user flows mapping content discovery paths and conversion points, from homepage exploration to subscription and community entry.
Research
A dedicated user research team provided key insights that grounded the project in real user needs. Their work included:
These research outputs were used as foundational inputs for content structure, navigation decisions, and prioritization throughout the project.
Card Sorting
To complement existing research and avoid internal bias, we conducted card sorting exercises to understand how users naturally group and label toy-related content.
Key outcomes:
These insights directly informed the initial information architecture and navigation model.
Card sorting exercise used to understand how users group and label toy-related content.
Information Architecture
Before defining the site structure, we conducted a benchmarking analysis of similar content-driven platforms in the toys, gaming, and collectibles space.
The goal was to understand how comparable sites structured their content, handled navigation, and balanced content discovery with monetization.
The benchmarking focused on:
This analysis helped identify common patterns and gaps, which were later validated and refined through user-centered techniques.
Benchmarking analysis of similar platforms to evaluate structure, content organization, and navigation patterns.
User Flows
Core user flows were defined to map how users discover content and move toward engagement.
Primary flows included:
- Homepage → Category → Article
- Article → Subscription / Community entry
These flows ensured that discovery and conversion points were intentionally designed rather than accidental.
Site Map
Sitemap designed to scale content, differentiate user types, and support SEO growth.
Based on research insights and card sorting results, we defined the site’s information architecture with scalability and clarity in mind.
Key decisions:
- Prioritized categories aligned with user mental models
- Positioned subscription and community as core sections, not secondary features
- Designed the structure to support long-term SEO growth
The resulting sitemap balanced business goals with user expectations, creating a flexible foundation for future expansion.
Mid-to-high fidelity mobile prototype built in Figma to validate navigation and hierarchy.
Mid–High Fidelity Prototype
A mid-to-high fidelity mobile prototype was built in Figma to validate navigation, hierarchy, and overall usability before implementation.
Focus areas:
This prototype served as the basis for user testing.
User Testing & Key Insights
User testing was conducted using the Figma prototype to validate the proposed navigation and structure.
Key insights included:
These findings highlighted specific areas that required iteration before development.
User testing revealed friction in homepage navigation and visual clarity.
Design System
A lightweight UI system was defined to ensure consistency across screens.
UI foundations included:
Typography: Optimized for readability in long-form content
Color system: Designed to reinforce hierarchy and guide attention.
Final Implementation
Word Press
The final design was implemented from scratch in WordPress, following a mobile-first approach.
Implementation highlights:
Final mobile-first implementation built from scratch in WordPress.
Results & Impact (Qualitative)
While no hard metrics were available, the project delivered clear qualitative outcomes:
Learnings & Next Steps
Key learnings: