Momento: UX Design Research
Year: 2024/12
Collectibles are more than just items—they are memories.
My Role
UX/UI Designer
UX Researcher
My Responsibility
Conducting research
Conducting survey and user interviews
Data synthesis
Wireframing
Prototyping
Conducting usability testing
Inspiration
I’ve noticed a social trend in which many adults purchase toys, dolls, and models—items originally designed for children—as a form of emotional comfort or for collecting. For instance, the recent popularity of Chiikawa, along with enduring favorites like Pokémon, LEGO, and Disney plush toys, highlights how these items resonate strongly with adult consumers.
Social Phenomenon
Kindults
A term combining "kid" and "adult," referring to adults who maintain a strong interest in toys, collectibles, and playful hobbies typically associated with children.
Trend
In recent years, adults increasingly purchase toys, dolls, and models—items traditionally designed for children—as sources of emotional comfort or collectible hobbies.
Evidence
The rising popularity of Chiikawa, alongside timeless favorites like Pokémon, LEGO, and Disney plush toys, demonstrates how these products continue to deeply resonate with adult consumers.
Research Methods
Primary Research
3 in-depth interviews with collectors
Online survey (33 respondents)
Social media observation studies
I interviewed three people: one is a PVC figure collector, another is a Disney and LEGO enthusiast, and the third is a plush toy enthusiast who collects Winnie the Pooh. Each interview lasted about 30 minutes, and I created empathy maps for all three of them.
Additionally, I conducted observation studies on various social media platforms, focusing on toy collectors, plush toy enthusiasts, and the culture of purchasing idol merchandise. I also explored Japan's ita-bag ("痛バッグ") culture. Based on these observations, I created an empathy map to better understand their perspectives and behaviors.
Secondary Research
Based on Build-A-Bear Workshop's survey, toys play a significant role in adults' lives today. More than half of respondents still own stuffed animals, with 40% sleeping with them. Remarkably, 56% of respondents have kept their favorite plush toy for over 20 years, and 72% plan to keep them forever. These toys aren't just childhood mementos - they carry deep emotional value, with 30% of respondents associating them with comfort, 22% remembering the gift-giver, and 19% recalling the toy's appearance.
This trend has given rise to the term "Kindults" (kid + adult), representing adults who maintain a strong interest in toys and playful hobbies. Their purchasing motivations extend beyond nostalgia - as Professor Erica Kanesaka notes, many adults buy toys simply because they enjoy them. The toy industry has recognized this shift, developing products specifically tailored to adult preferences and quality expectations.
Social media has played a crucial role in normalizing adult toy ownership, as noted by Juli Lennett from Circana. These platforms enable adults to connect with fellow enthusiasts and feel more confident about purchasing toys they may have missed out on during childhood. The market has also expanded to include practical applications, such as stress-relief toys and ergonomic office accessories, demonstrating the evolving role of toys in adult life.
Data Analysis from Online Survey
The key finding from my online survey is that 97% of respondents collect comfort items.
Additionally, most people enjoy sharing their collections with family, friends, or fellow enthusiasts.
However, a small portion of participants expressed concerns about sharing. They cited reasons such as privacy issues and worries that the viewers might not be the intended audience.
Regarding buying and selling, 34% of respondents have sold part of their collection. The reasons for selling included lack of space, loss of interest, and moving to a new location, among others.
68% of respondents have purchased second-hand items.
The aspects they value when buying second-hand items include the condition of the item, the price, the seller's reputation, and whether the item is authentic.
Empathy Map
Problem Statement & Hypothesis
Problem Statement
While collectors desire to share their collections, privacy concerns create hesitation
When selling items, there's no effective way to preserve and transfer the emotional value and stories attached to these items
Hypothesis
How might we empower users to choose their own collection-sharing companions?
How might we preserve the stories and memories of items when they pass to new owners?
Stakeholder Matrix
App Design
Momento's main features include:
Collection management
Customizable sharing circles
Story preservation when trading
These features are designed to:
Provide collectors with a dedicated space to document their collections.
Address users' privacy concerns and ensure that their audience is the intended one.
Enable users to sell collectibles they no longer need while allowing buyers to see the history behind secondhand items. This helps build trust in the seller’s reputation and provides deeper insight into the item's journey.
Sellers are not just selling collectibles—they are selling memories.
Prototype
Low-Fi
High-Fi Iteration
Version 1
After designing Version 1, I conducted some user testing. The feedback I received was that the interface resembled Instagram, leading users to expect a homepage where they could see posts from their friends. However, Momento's main feature is to allow users to document their collections and memories in a journal-like format. To better align with this concept, I changed the square posts to a Polaroid-style design and attached them to the homepage’s memory wall using tape.
Version 2
Warmth
Comfort
Ｍemory
Nostalgia
Logo
Color
Demo
Competitive Advantage
Takeaway
Research findings were different from my initial assumptions
Many small but important features are easily overlooked
Follow design guidelines to ensure alignment with user habits
Consider accessibility, such as font size and color