Toca Life Shop Research

The Toca Life Series was embarking upon a journey into In-App Purchasing and needed to look into how to incorporate a shop into the app , without detracting from the play experience. In order to glean parents and kids reactions to IAPin the Toca Brand, two rotes were designed, oe with meta currency and one without. Focus interviews and prototyping sessions were set up in San Francisco and Stockholm presenting families with alternating routes. The insights were organised around family behavior, and showed how a majority of parents are critical towards IAP and meta-currencies in apps, however trust in the Toca Boca brand initially overcame these insecurities. An interesting behavior was gatekeeping, where parents did not want their kids to come into contact with the app store and favoured anything that would prevent this.