All projects
E-commerce
Kids & toys
2026
Wobble Club: huggable friends have arrived.
A playful online toy store for twelve collectible cuddle pals, designed and built in Framer to delight kids and reassure the grown-ups who buy.
Project
Toy e-commerce store
My role
Web Designer & Framer Developer
Timeline
2026
Tools
Framer · Figma
12 pals
Each with its own character and product page
3 steps
From browsing to a celebrated checkout
3 promises
Safety, shipping and returns at every Buy button
Overview
Wobble Club sells twelve collectible characters (plushies, playthings and little-builder kits) made from soft, kid-safe materials. The store had to feel as joyful as the toys while giving parents the confidence to buy.
The challenge
Generic marketplaces: Products listed like stock numbers give kids nothing to love.
Trust questions: Parents need safety, shipping and returns answered first.
A growing range: Twelve characters plus kits must stay easy to browse.
Gift buyers: Relatives need a quick path to a present.
Design decisions
Characters, not SKUs
Every pal has a name and a personality
The decision: Sticker-style cards with names like Biscuit the Pup and a one-line character.
Why it matters: Kids pick a friend; parents remember what to buy.
A bold, playful system
Toy-box colour with structure
The decision: Electric blue, sunshine yellow, bubblegum pink and mint; chunky outlined cards with offset shadows.
Why it matters: Reads as toys at a glance, without turning chaotic.
Trust where parents look
Promises next to every Buy button
The decision: Kid-safe materials, free shipping over $50 and 30-day happy returns beside the price.
Why it matters: Doubts are answered at the moment of purchase.
Shopping in three steps
A “How to shop” stepper
The decision: Browse → add to cart → checkout and celebrate, as an interactive three-step card.
Why it matters: First-time buyers and gift givers know what happens next.
A story that builds attachment
From a lopsided bear named Gary
The decision: A six-stage timeline and three promises: safe, hug-tested by real kids, kind to the planet.
Why it matters: A one-off purchase becomes a club worth joining.
Design system
Six colours (electric blue #4B4DF0, sunshine #FFD43B, bubblegum #FF4F9A, mint #6EE7C1, navy and cream) with rounded display type, character cards, a marquee ticker, timeline and stepper cards, trust chips and an FAQ accordion.
Built in Framer
CMS-driven shop with a product template for every pal
Home, Shop, Our Story, Shipping & Returns and Contact
Interactive stepper, FAQ accordion and contact form states
Desktop, tablet and phone breakpoints
Impact
12: characters, each with a page
6: pages, one playful system
3: breakpoints
3: trust promises per product
The store feels like a toy box: kids pick a friend by name, parents find safety, shipping and returns beside every Buy button, and buying takes three clear steps.
What I learned
Personality sells: Names and one-line characters made products memorable.
Playful still needs structure: A strict component system kept bold colour from turning chaotic.
“Kids choose. Grown-ups pay.”
The insight behind Wobble Club