Learning Through Play
In 2023, Staples launched a new initiative called Staples Kids, with the goal of positioning the brand as a leader in the outcome-based play space.
Using insights from previous initiatives, including Back to School and Black Friday, I designed a new online experience for Staples Kids that continues to perform successfully today.
Mapping things out
Using data from previous campaign postmortems, I created a sitemap to explore how users could move through the Staples Kids experience and the different ways they might want to shop.
Staples wanted to establish itself as a leader in learning-based play while also making it as easy as possible for customers to discover and purchase products.
With that in mind, I created two primary pathways. One allowed users to shop by age, which our research showed was the preferred way to browse. The other introduced the 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:
Making Shop by Age and the learning pillars easy to find
Maintaining the Staples Kids brand and focus on learning-based play
Making sure the Staples Kids story was communicated clearly
Staples Kids – Landing Page
Staples Kids – Shop by Age
Staples Kids – Outcome Based Learning
Applying Design
Once the wireframes were approved, I moved into high-fidelity design to bring the experience to life. The focus was on creating a vibrant, child-friendly visual style while staying aligned with the Staples Kids brand and maintaining consistency with the in-store experience.
The designs were later refined and continue to evolve for holidays, campaigns, and other large-scale events.
Staples Kids – Landing Page
Staples Kids – Fine Motor Skills Landing Page
Staples Kids – Shop by Age Landing Page
Results
The Staples Kids experience exceeded performance expectations on Staples.ca:
Higher traffic and conversion: The Staples Kids section achieved a higher conversion rate than the Staples.ca average, supported by strong traffic from parents and gift givers looking for children’s and educational products.
Nationwide Expansion: Staples later expanded dedicated Staples Kids sections into physical stores across Canada. While this expansion was already part of the broader business strategy, the success of the online experience helped reinforce the opportunity and demand for a stronger Staples Kids presence.
The launch demonstrated how a thoughtful, user-centred digital experience could support both customer needs and broader business goals across online and in-store channels.
Post-Launch 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.
