Problem Statement
When selecting a gift for a child, adults often struggle finding the right
choice to please the
young ones. This is due
to the rapidly changing preferences of children and the endless options for toys and products
available on the market. Making a choice requires considering factors such as the child’s age,
interests, and
developmental stage.
Additionally,
adults need to find the balance between educational value and entertainment, ensuring the gift
is both enjoyable and
beneficial for the child’s growth. Lastly, occasions such as birthdays and Christmas create
high-pressure situations
where the expectations for finding the perfect gift are elevated.
Key Factors:
How Might We?
How might we design a gift-giving/picking experience that is adaptable to children's evolving taste.
Secondary Research
When selecting a gift for children, several studies highlight key factors that adults should consider to make informed decisions, emphasising both developmental and emotional benefits. Here are 4 key themes found during secondary research:
Developmental Stage
Cognitive and Social Growth
Balancing Fun and Learning
Consideration of Safety and Interests
Primary Research
When considering participant criteria for interviews about buying gifts for children, gift-buyers can be categorized into three distinct types based on their level of familiarity with the child’s preferences, developmental stage, and the market.
Participant Criteria:
Knowledgeable
- Be closely related to the child, such as parents, guardians, or grandparents.
- Regularly engage with the child, knowing their current interests, skills, and any specific preferences.
- Have previous experience buying gifts for the child and often look for personalised or meaningful presents.
Semi-knowledgeable
- Be extended family members or close family friends who see the child occasionally.
- Know general preferences like the child’s favourite color or activity but might struggle with specifics.
- Rely on suggestions from parents or gift guides to ensure their gift is appropriate.
Unknowledgeable
- Be acquaintances, distant relatives, or work colleagues of the child’s parents.
- Know the child’s age but have no insight into their personal preferences or developmental stage.
- Tend to opt for generic gifts like gift cards, or rely entirely on parental suggestions to avoid gifting something inappropriate.
Key Findings:
Personalisation and Relevance
Adults prioritise choosing gifts that reflect the child's individual interests, age, and unique traits. They strive to avoid giving duplicates, selecting items that resonate with the child's current skill level or special needs. Personalisation is key, ensuring the gift feels tailored and relevant to the child's developmental stage.
Convenience and Efficiency
Online shopping is favoured for its ease, offering convenience and a wide range of options. However, many seek tools to simplify the selection process, like filters or recommendations that speed up decision-making. Gift cards are a common fallback for those prioritising convenience.
Trust and Assurance
Buyers want confidence that their choice will meet both the child’s and parents’ expectations. They seek reassurance on quality, relying on parental approval and trusted recommendations to ensure the gift fits household values, ensuring satisfaction with the purchase.
Overwhelm and Frustration
The abundance of options often leads to feelings of overwhelm, exacerbated by fast-changing trends. Poorly designed online filters and frequent out-of-stock items contribute to frustration, leaving buyers feeling discouraged by a cluttered, disorganised buying experience.
Versatility and Creativity
Buyers value gifts that encourage creativity and have long-term appeal, like Lego, which fosters open-ended play. Unique, thoughtful gifts that express a personal connection to the child are highly appreciated, adding emotional value to the gift-giving experience.
In-Store vs. Online Shopping Experience
In-store shopping is appreciated for its tactile, hands-on experience, which helps buyers feel more confident in their choice. Despite this, the convenience and variety of online shopping remain appealing, though many desire improvements like better filtering options and more accurate stock availability online.
