Toymania

Designing Toymania’s shopping app

A native iOS and Android app for one of Brazil's largest toy retailers, designed from scratch on top of their VTEX store.

My contribution: Design of sign-in, categories, filters, product details, cart, and checkout.

• 6% conversion rate in the app
• +12.5% revenue during Children’s Week, against the year before
• R$247 average order value

Figures published by Wicomm in their 2025 case study, measured well after launch.

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Finding a toy starts with who it is for

The whole app: sign in, category browsing, filters, the product page, the cart, and checkout. Toymania sells to parents buying for a specific child, so categories lead with who the toy is for and the filters carry that through the catalogue.

From product to checkout

The product page, add-to-cart confirmation, cart, and checkout form the purchase sequence I designed for the app.

Making the points programme easy to find

The points programme sits in the tab bar as "Meus pontos", one tap from the cart. I wanted it to be easy to find while someone was shopping, giving them a reason to return. That part of the app still looks the way I designed it.

Entering the app

Where it stands

I designed this in 2021 and left Wicomm in 2023. The app has changed since then, though much of the design in these screens is still in use. Wicomm published the numbers above after I left; they describe the product’s later performance, rather than results I measured myself.