FunToys
Mobile checkout rebuilt for repeat purchase. Reorder rate up 34%.
+34% mobile reorder rate versus the previous website checkout.
The Challenge
The existing website checkout had a multi-page form designed for desktop that was nearly unusable on mobile — small tap targets, long scroll to reach the confirm button, and no memory of previous addresses or payment methods. The repeat purchase rate was low: customers who bought once rarely returned to buy again because the friction was too high.
The Solution
I rebuilt the mobile experience around repeat purchase as the primary job-to-be-done. The checkout flow is a progressive 3-step mobile form: choose items → confirm saved address → confirm saved payment → done. Returning customers who have ordered before can complete checkout in 3 taps. Age-filtered product browsing reduces discovery friction for parents shopping by child's age. A wishlist feature with restock push notifications creates a pull mechanism that brings customers back. Order history with one-tap reorder means a loyal customer never has to browse again.
Key Engineering Decisions
1-tap reorder from order history
Every past order has a Reorder button. Tapping it pre-fills the cart with the same items and routes directly to address confirmation — no browsing, no searching. This is the single highest-leverage retention feature.
Age-filtered catalog browsing
Products are tagged by age range. Parents set their child's age once; the catalog defaults to age-appropriate items. This reduces the cognitive load of browsing a large toy catalog significantly.
Wishlist with push restock alerts
Items saved to a wishlist trigger a push notification when back in stock. Cloud Functions monitor inventory and dispatch FCM messages. This creates a pull channel that re-engages customers without email campaigns.
Optimised image pipeline
Product images are stored in Firebase Storage with multiple resolution variants. The catalog loads thumbnail-quality images first and lazy-loads full resolution on product detail open — browsing feels instant even on slow connections.
Tech Stack
Outcomes & Results
What the Client Said
Kids toy store app — iOS & Android“Ahmed understood the brand instantly — playful but polished, fast browsing, easy checkout. He pushed back on features that would have hurt the UX (which I appreciate) and suggested improvements we hadn't thought of. Since launch, our mobile reorder rate is up 34% versus the old website.”
Layla HassanBrand ManagerEgypt
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