Colorwheel Toys

Prototype follow up and parent interview: Tam household

Posted on: February 13, 2012

On Saturday, we visited the Tam family to discuss the car kit we sent them last week as part of our hands off approach to user testing.

They showed us the car that Tony and the girls had assembled together. We were inspired by some of the quick fixes they had made to the car to make it more robust (such as the penny on the motor shaft to keep the rubber band in place). The nature of a kit lends itself to improvements and personalization.

Hypotheses we tested were the following:

1. Parent value proposition: Educational engineering toy for girls is appealing to parents.

Result = True

As an addition include the green angle to make it even more appealing. “I try not to bring more big plastic stuff into the house.”

 “Parents always want to do good things for their kids, there are a lot of emotions you can tap into.”

2. Customer relationships: Referral is most important

Result = True

3. Customer segments: Parents are our buyers, buying for their own children.

Result = False

According to this family, gift givers account for 90% of toys brought into their household.

4. Customer relationships: Online community for kids

Result = False

“10x more interaction for kids in this age range with iPad apps than on the internet. If you look at a lot of kids around here, they’re all on wireless stuff.”

Additional quotes:

“As long as it’s positioned as a teaching toy, parents lump it into the same value as school – not the same as tv.”

“I think you need to be in those educational toy stores and online.”

“They’d destroy this car in a play date. As soon as they’re all together, their attention is all over the place.”

“The whole point of a play date is this makes my life easier, that’s why the kids are together”

“I like the big wheels, they are very tactile.”

“This was their first exposure to putting batteries in.”

Another suggestion they had for us was to create an online, private lab notebook type space for the kids to update their progress and to customize. This way we could measure continued engagement.

They also pointed us to Toys to Grow On, an educational toy site.


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