Connecting Discount Shoppers with Deals
Toys “R” Us and Babies “R” Us play in a very competitive market space. Customers are vigilant comparison shoppers, looking for the best deal and price. Discount shoppers, in particular, are challenging to convert. Toys “R” Us knew that to connect with them they needed to improve the discoverability and findability of deals on the Toys “R” Us and Babies “R” Us desktop, tablet and mobile websites.
Toys “R” Us provided several experience goals which Spark needed to take into consideration when designing this particular section of the website. First, it was also paramount that the overall experience improved the customer’s price perception at Toys “R” Us and Babies “R” Us. Second, the usability of the experience had to be improved. The existing savings and coupon area of the site was plagued with a high exit rate and low engagement. Conflicting content and features aided customer confusion and finding products related to deals was more complicated than expected.
What We Did
Spark decided to motivate savings-oriented customers by focusing on the timeliness of deals – deals don’t last forever, after all. We also worked to clean up and standardize terminology across the experience ensuring that navigation links, CTAs and page headers were consistent and recognizable. Once we achieved clarity between different deal sections and features, we decided to re-evaluate the visual components of the experience.
Fundamentally, we were concerned about how customers would navigate categories of sales. Outside of the Savings Center, product images were used to represent product categories and facilitate navigation through the site. But inside the sales section, product images could easily alienate potential buyers – contributing to those high exit rates. We hypothesized that what the experience really needed was a custom icon system to represent product categories. At the time, Toys “R” Us did not have an icon library available for use, so Spark created a small set to illustrate the concept. Toys “R” Us agreed to test the concept with customers, allowing them to make the final decision on what type of experience would be best for them.
Prototyping & User Testing
Spark designed two different approaches for the Savings Center experience: one using product imagery and one using iconogrpahy. Clickable prototypes were built for both tablet and mobile phones and user tests were conducted to evaluate their performance. Test participants were asked to complete a series of tasks using both concepts. Spark followed up the tests with a questionnaire to extract additional insights and preferences.
Custom Icon Library
Through testing, Spark discovered that when customers saw the grid of iconography, they experienced a moment of delight – distinctly different than their experience viewing product imagery. Test participants from both tablet and mobile overwhelming preferred the icon-based navigation system. This led Toys “R” Us to engage Spark in the development of a custom icon library for both Babies “R” Us and Toys “R” Us that could be leveraged within the new Savings Center experience.