Toys 'R' Us
Ecommerce site UX design & development recommendations
Toys 'R' Us’ objective was focused on updating the design for global branding compliance while ensuring local market fit. Helped to create higher conversion, enhance site structure, design page layouts and interactions based on btrax’s deep ecommerce experience. Btrax delivered a responsive site on budget and on time for an aggressive launch timeline.
INDUSTRY
Internet
TARGET MARKET
Japan
DELIVERABLES
Brand Localization Market Research User Research
Challenges
Updating the design of the e-commerce site to align with global branding standards while ensuring it fits the local Japanese market.
Creating a design that improves site structure, page layouts, and interactions to increase conversion rates.
Delivering a responsive site on budget and on time for an aggressive launch timeline.
Our Approach
Led the coordination between Toys 'R' Us HQ, its Japan entity, and the e-commerce platform vendor across three timezones, ensuring smooth communication and project execution.
Conducted usability testing to gather insights and inform the brand and UX direction for the Japan market.
Conducted market and user research to understand local customer needs and preferences, ensuring the design is tailored to the Japanese audience.
What We Provided
We led the bi-lingual coordination between client’s Toys R Us HQ, its Japan entity, and ecommerce platform vendor across three timezones. We conducted usability testing to inform brand and UX direction for the Japan market.
Our impact
Improvements were made across all metrics related to customer experience for Toys R' Us and Babies R' Us. Site traffic increased by 83% with mobile revenue growing by 3x, and Toys R' Us better positioning their e-commerce presence against growing competitors in Japan.
