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.

  • reseach validation

    Research & Validation

    Understand the Japanese market and validate your Product-Solution fit

  • brand localization

    Brand Localization

    Localize the brand and its user experience beyond just translating.

  • market entry

    Market Entry

    User-Centered Marketing and Design Solutions to help you thrive in the Japanese Market.

  • growth marketing

    Growth Marketing

    Growth activities for customer relationship building and fostering loyalty.