Toys ‘R’ Us

Optimizing a legacy retail experience.

Toys ‘R’ Us was a fixture in American culture and was the go-to gift-giving destination for generations of children. In addition to helping parents make their kids’ wishes come true, the company’s sister organization, Babies “R” Us has helped expecting parents prepare and shop for the right products to welcome their baby into the world.

The TRU digital team and Spark collaborated very closely over several years and when it was time to optimize its online experience while moving to Oracle Commerce, Spark was leaned on to ensure the best possible customer experience.

In collaboration with internal business, development and merchandising teams we were able to customize, architect and design all of the commerce template required for the Oracle launch. In order to ensure conversion rates on par or exceeding the existing solution, Spark conducted user research on critical decisions in the buy path. The resulting experience featured a number of enhancements to create a more engaging, branded experience.

The Formula

Designed a new approach to menu navigation that better accounted for the breadth and depth of the store’s product categories

Redesigned cart and checkout to account for highly complex fulfillment and payment scenarios

Coordinated with third-party vendors to customize Ratings & Reviews APIs for a more intuitive, scannable and user friendly display

Collaborated on updated category, product listing and product detail pages with the TRU team

Updated the aesthetic and visual design choices to ensure ADA design compliance against a AA standard

“From design and user research, to strategic workshops, and thought leadership, Spark DSG delivered amazing UX and product design solutions that helped accelerate and catapult mobile channel revenue.”

Victor Ortiz
VP, Digital Product Management
Toys “R” Us
  • Project Management
  • Usability Testing
  • Digital Experience
  • Front-End Development