REGIO Játék is a domestic toy retailer with a nationwide store network and a very wide selection, whose online shop had long been running on a basic e-commerce solution: high product volume, multi-level category system, but poor user experience, especially on mobile. Online sales accounted for only a fraction of the total turnover.

REGIO approached 22.design with a research request and decided on a full redesign based on the research results. We carried out the entire UX arc: expert audit, competitor analysis, ten user interviews, persona and user journey, roadmap, and then built on this, the redesign of the entire B2C purchasing process, clickable prototype, and usability testing.

The professional core of the project was consolidating the massive category system and the diverse customer types (parent, grandparent, gift-giver) into a single, transparent interface. Prototype testing confirmed the main decisions, especially the gift finder wizard and age-based guidance. According to the project report, online conversion rised 22% after the redesign, and following the B2C success, REGIO had the B2B interface designed by 22.design as well.

The main pain point?

REGIO's selection is extremely wide: approximately forty main categories, a huge number of products, and many different customers arriving with very different needs. A parent searches specifically, a grandparent is more clueless, and a gift-giver only knows they are looking for something for a six-year-old girl. The old webshop responded to this diversity with a basic e-commerce interface, and this faltered at several points.

There was also a design-side layer. The old site used brand colors in a multi-colored but weightless way: everything was colored, so nothing stood out; the user's eye found no anchor points.

Our Solution

REGIO came to us saying they needed research, not that we should design them a pretty site. That is why the project started with a full research package, and only then did we start the design.

The foundation was an expert UX audit. A UX audit is a structured investigation of the critical user processes of the existing digital interface, where we document weak points using heuristic methodology, thus providing a basis for data-driven, not opinion-based, decisions. At REGIO, this marked the specific targets for the redesign: the menu, the homepage, the search engine, and the checkout, before we redrew anything. We went through the live site with ten current customers, and we brought zero-round draft solutions for the most painful points already then.

The audit was complemented by a broad competitor analysis, which is a structured comparison with products operating in a similar market regarding what they do well, where users get stuck, and what the unsolved problems are. Together with REGIO, we chose four or five large, relevant toy retailers, and we went through the main page types from the landing screen to the checkout on both desktop and mobile, collecting good and bad patterns.

The user requirement list was based on persona analysis. Persona analysis draws concrete but fictional profiles of typical users so that the design is done for named people, not for the image of an average customer. The operation of the old site was examined by user journey mapping, which is the examination of the customer's entire path, highlighting where they get stuck, where they wait, where they get annoyed.

The research turned into concrete, industry-specific designs. Instead of a few categories, the homepage offers entry points from several perspectives: bento grid display, age-based shopping, seasonal recommendations, breakdown by favorite fairy tale hero, and an "everyone, boys, girls, adult" quick journey selector. The megamenu was one of the project's biggest challenges. We had to organize the forty categories into a single menu so that it remained transparent on mobile; for this, a three-tier system was created, in which only the most popular categories are visible by default, and "show all" opens the full list. We also rewrote the search: it now gives results for keyword fragments and suggests categories and products while typing.

The most exciting new element was the gift finder, a wizard instead of the old, barely used filter. The process guides the confused gift-giver through age, gender, interests, and price range, ending with a ready-made, filtered results page. This brings the search experience closer to someone who only knows for whom they are buying, not what. The product page became one of the most complex parts of the project because there are many mutations in a toy webshop: color and size variants, stock status, pick-up by store. We moved a lot of information above the fold in a transparent form, introduced reviews and product association, and kept the most important data—stock, price, and the cart button—handy in a sticky bar throughout. Mandatory registration disappeared from the checkout: instead, we introduced guest checkout, social login, collection point selection, and a dynamic data display where the user only ever sees the currently active step opened, which counts mainly on mobile. At the end of the process, the newly introduced loyalty system was placed, which entices the guest buyer to register with a single password from the already provided data, and the self-service account finally handles order tracking, returns, and points.

We made clickable prototype from the design plans, a clickable version that can also be tested with real users. The usability test is a structured observation during which real users try to solve specific tasks while the team watches where they get stuck, where they think, where they wander onto a wrong path. This method is most valuable when a decision is difficult to make during design. At REGIO, the situation was exactly like this because the many competing needs (targeted search or browsing, few clicks or much information) could only be collided in real use. We went through eight tasks with ten subjects, from the homepage through the checkout to the loyalty points, and we weighted every observation.

Astonishing results after the new design

After the redesign, online conversion went up by 22%. In a webshop, this is ultimately the number that counts.

The test confirmed several main decisions. The gift finder was found to be clear and usable by the test subjects—even those who otherwise prefer to search with filters. They called the "everyone, boys, girls, adult" wizard specifically useful, and almost everyone found the price filter immediately. The test also pointed out points to be refined: it was not immediately clear at the character selector that more than one could be selected, many did not recognize the price monitor icon, and the "Immediately" label of the pickup status caused uncertainty. These are exactly the lessons for which it is worth doing a test: they come up during use.

Behind the Project

REGIO is among those projects where the entire UX arc could be completed: there is research, there is an interview, there is design, there is a prototype and test, and at the end, there is business validation too. For the team, the size was the real professional challenge. Forty categories, a huge number of products, and customers arriving with many different mental models—all this had to be organized onto a single interface so that the parent could reach the goal quickly and the grandparent would not get lost. At a large webshop, it matters more than the beauty of the interface whether the user finds what they are looking for and whether they trust the seller enough to buy it