btrax Case Study - Toys R us

Toys R Us

Toys R Us work

Ecommerce site design and development including UX design and recommendations

Toys R Us’ objective was focused on updating the design for global branding compliance while ensuring local market fit. We help 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.




    Brand Localization
    Market Research
    User Research




What we provided

We led the bi-lingual coordination between client’s Toys R Us HQ and the Japan entity and ecommerce platform vendor across three timezones. We conducted usability testing to inform brand and UX direction for the Japan market.

Toys R Us
Toys R Us


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.