Smyths Toys is a leading provider of children’s toys and entertainment products with over 100 stores in the UK and ROI. I worked with Smyths in developing the front end experience of their new website.

In the context of agile development I worked closely with BA’s, Architects and front end development to ensure business requirements were met and functional specifications aligned with my design work.

The focus on this project was in the value of CX (customer experience) a mobile first approach and a purchase process that integrated with an agile platform, to meet the changing demands of the market and customers. The build was to fully integrate the back office using SAP – as a primary suite of products – with the front office systems, to be built with the hybris eCommerce suite.

To guide the project from a BA perspective, the following principles were applied:

• Quality in architecture, execution and delivery
• Simplicity of use, easy to navigate with limited customisation
• Transparency and open engagement

Following this we defined the IA, user stories and task flows that would inform the wireframes and UI design that my role was predicated on.

As the analysis of requirements and functional specifications were being made the lead developer and I began designing wireframes using Axure. In the process of doing so we agreed on content with regular feedback from the client.

Once the wireframes were signed off and the functional specification agreed work could begin on the visual design process of building the UI first in Photoshop and then later in Sketch. This was the primary method used to demonstrate the websites functionality and move the project forwards with change requests and iterations on further requirements.