Background
Teach language skills without overwhelming kids
As screen time rises among preschoolers, parents face a critical gap: engaging, screen-free tools that teach foundational language skills like compound words, a key literacy milestone often overlooked by traditional flashcards. Existing toys either prioritize single-word memorization, lack durability, or fail to align with pediatric guidelines advocating hands-on play. Little Word Builders tackles this by merging emoji-based visual storytelling with tactile, safety-certified cards, turning abstract word logic into joyful play while empowering parents to nurture early reading skills without screens.
Research
Desk Research
Before diving into designs, I analyzed industry reports, academic studies, and market trends via Google Search to identify critical insights from both parents (consumers) and toy brands (manufacturers). This research aimed to pinpoint gaps in the market for screen-free educational toys that teach compound words to 3–5-year-olds.
User’s Perspective
User’s Perspective
Brand’s Perspective
What parents and caregivers need:
Screen Time Concerns: 68% of parents worry about excessive screen exposure for preschoolers, driving demand for engaging, non-digital alternatives.
Educational Value: 83% prioritize toys that teach literacy skills like compound words, but only 34% find products effective at blending learning with play (NAEYC, 2022).
Safety & Durability: 89% avoid toys with small detachable parts, prioritizing chew-resistant, non-toxic materials (CPSC, 2023).
What manufacturers struggle with:
Market Saturation: The $23B educational toy market grows at 7.8% annually, but 62% of products are STEM-focused, leaving language development underserved (Grand View Research, 2023).
Cost vs. Quality: 52% of preschool toys are priced under $20, yet only 29% meet ASTM safety standards, forcing trade-offs between affordability and durability (Toy Association, 2022).
Digital Competition: 70% of parents use learning apps daily, creating pressure to design tactile toys that rival digital engagement (Common Sense Media, 2023).
Improving their
Fine Motor Skills
68%
68%
Boosting their imagination & creativity
67%
Problem Solving
Skills
63%
Impacting Future Career Success
86%
Some of the Top Benefits Parents Believe Their Children Derive from the Toys they Play with in their early years
(Grand View Research)
Research
Competitor Analysis
While Little Word Builders introduces a novel approach to teaching compound words through tactile, screen-free play, i examined competitors in adjacent niches—STEM toys, language-learning tools, and open-ended play—to identify best practices and pitfalls.
✅ Strengths: Curriculum-aligned, durable, strong STEM/math focus.
❌ Shortcomings: Overly academic, lacks storytelling/language integration.
✅ Strengths: Trusted brand, non-toxic materials, motor skill focus.
❌ Shortcomings: Minimal STEM depth, no cross-subject play.
✅ Strengths: Open-ended creativity (Tegu), spatial reasoning (Magna-Tiles).
❌ Shortcomings: High cost (Tegu), no guided learning/narrative (both).
Research
Affinity Map
Affinity maps synthesizing research data into themes like learning styles, play types, and developmental skills. It prioritize insights (e.g., sensory engagement, age-appropriate activities) to guide Little Word Builders' design focus on cognitive growth and creative play.
Categorizes play types (creative, active, dramatic) and their impact on physical, cognitive, social-emotional, and language skills. Connects toys (arts, music) to developmental outcomes like coordination, problem-solving, and self-expression.
Explores child learning styles (kinesthetic, auditory, visual) and how play fosters creativity, skill-building, and exploration. Links daily activities (reading, chores) and social interactions to cognitive, motor, and social development.
Research
Problem Statement
How might we help preschoolers discover compound words through intuitive visual play while assuring parents of the toy’s educational rigor and safety?
Synthesis
User Persona
I created this user persona to represent the ideal Little Word Builders user, based on research, surveys, competitor analysis, and key pain points. It captures parental needs, preferences, and behaviors, ensuring a user-centered design that makes learning engaging, screen-free, and effective.
Emma Carter –
The Intentional Parent
Age: 34 | Location: Austin, TX | Occupation: Remote Marketing Manager | Family: Mom of two (Liam, 5 & Ava, 3)
Tech Use: Limited screen time for kids, prefers hands-on learning tools
Goals:
Find affordable, durable, and engaging screen-free toys
Encourage early literacy and creativity through play
Support independent learning to balance work and parenting
Pain Points & Frustrations:
Most STEM toys ignore literacy, and language toys lack creativity.
Many options are expensive, fragile, or require screens.
Kids lose interest quickly in repetitive or unengaging toys.
Synthesis
Emma’s Journey – Finding the Perfect Educational Toy
Scenario: Emma wants to find a screen-free, educational toy that fosters creativity and literacy for her child.
Realization & Motivation
Exploration & Research
Evaluation & Doubt
Decision & Outcome
Recognizes the need to reduce screen time and enhance learning through play.
Browses online stores, reads reviews, and seeks recommendations.
Compares products, weighing cost, durability, and educational value.
Either purchases a toy with hesitation or abandons the search due to frustration.
📌 Action
“I want my child to learn while having fun.”
“There are so many options! Which one is the best?”
“Is this worth the money? Will my child actually play with it?”
“I hope I made the right choice.” / “I’ll just stick with what we have.”
💭 Thoughts:
😃 Emotion:
Motivated, hopeful.
Overwhelmed, indecisive.
Uncertain, skeptical.
Relieved but doubtful, or disappointed.
⬆️ ⬇️Journey Point:
Excitement about exploring options.
Struggles with information overload.
Fear of making the wrong choice.
Mixed feelings post-decision.
Ideation
Developing a Solution
To create a seamless product and packaging experience for Little Word Builders that enhances user engagement, communicates product value, and ensures convenience in usage and unboxing.
This includes:
Sustainability
User Engagement
Effective Value Communication
Convenience & User-Friendliness
Storytelling Through Packaging
Ideation
Compound words split into five kid-friendly categories
This list introduces kids to compound words by breaking them into simple, recognizable parts, making learning intuitive and fun. The five categories—Animals & Nature, Everyday Objects, Food & Sweets, Action & Play, and Silly & Creative—help connect words to real-life experiences.
Using emoji visuals, children can better grasp meanings, improve vocabulary, and develop stronger language skills interactively! 🚀
Starfish = ⭐ + 🐟
Animals & Nature
Seashell = 🌊 + 🐚
Ladybug = 🐞 + 🌸
Horseshoe = 🐴 + 👟
Treehouse = 🌳 + 🏠
Lighthouse =💡 + 🏠
Everyday Objects
Mailbox = 📬 + 📦
Cupcake = 🧁 + 🎂
Sandbox = 🏖️ + 📦
Toothbrush = 🦷 + 🪥
Cheeseburger 🧀 + 🍔
Food & Sweets
Watermelon 💧 + 🍈
Meatball 🥩 + ⚽
Jellybean 🧃 + 🫘
Applesauce 🍎 + 🥫
Snowball ❄️ + ⚽
Action & Play
Moonlight 🌙 + 💡
Hopscotch 🦘 + 🧮
Bedtime 🛏️ + ⏰
Daylight 🌞 + 💡
Dragonfly 🐉 + 🦟
Creative
Doghouse 🐶 + 🏠
Firefly 🔥 + 🦟
Birdhouse 🐦 + 🏠
Catfish 🐱 + 🐟
Moodboard
The moodboard sets the tone for both product and packaging, integrating:
The idea behind this mood board is to explore simple visuals, vibrant colors, and interactive elements that make language learning fun and engaging for kids. It highlights designs that are relatable, easy to understand, and visually stimulating, ensuring that children can intuitively connect with the content while staying engaged in the learning process.
Ideation
Low Fidelity
Here are my initial thoughts on the research and objectives for my game. The low-fidelity designs provide a foundational look at how the game mechanics and interactions will function. This early prototype helps in refining core features, enhancing user engagement, and ensuring a seamless gameplay experience before advancing to more detailed development stages.
Ideation
User Testing
I conducted user testing for Little Word Builder in Central Park to observe how kids naturally engage with the game. Their responses revealed what aspects were intuitive, enjoyable, and where improvements were needed. The playful setting provided valuable insights into both child and parent perspectives.
Kid’s
Understanding
Willingness
to Play
Approved Features
Combination Imagery
Fun Factor
Parental Approval
To
Improve
Card Size
Theme Integration
Instructions/Onboarding
👂click for audio
Ideation
High Fidelity
Here are my initial thoughts on the research and objectives for my game. The low-fidelity designs provide a foundational look at how the game mechanics and interactions will function. This early prototype helps in refining core features, enhancing user engagement, and ensuring a seamless gameplay experience before advancing to more detailed development stages.
Front of the Card:
Colorful illustrations represent the card's themes, with elements systematically arranged for a balanced and engaging design. Bold colors and thoughtful placement create a lively yet organized visual flow.
Back of the Card:
Features a combination of two emojis to represent a compound word, with simple, direct illustrations that are easy to understand and playful.
This project was a powerful learning experience that pushed me to grow both creatively and strategically. With the freedom to explore, I realized that designing something meaningful requires more than imagination—it demands deep listening, sharp observation, and a user-first mindset. I immersed myself in user-centered design, where every decision was shaped by real needs and behaviors rather than assumptions.
Through iterative prototyping, I quickly tested ideas, embraced feedback, and refined the experience based on what resonated with children and parents alike. Working in a space filled with ambiguity taught me the value of creative problem-solving, especially when there’s no single “right” answer. I also strengthened my ability to communicate ideas effectively, making complex concepts simple and engaging for all kinds of users. Most importantly, I adopted an agile feedback loop and testing mindset—launching early, learning fast, and evolving with intent.
My Learnings:
