Toys"R"Us Great Deals Store showcase

Retail / eCommerce

Toys"R"Us

Great Deals Store

Delivered a reusable component library and documentation system that reduced UI inconsistency and accelerated new feature delivery across global teams.

UX & Development • 2015–2017

$90 million

Increased Revenue

Simplified Complexity

Introduced an improved cross-functional team workflow that significantly increased productivity.

Empowered Business

Introduced new merchandising and marketing options via digital channels.

The Challenge

Originally, the Great Deals page was a simple landing page with a handful of manually curated deals and categories updated weekly. Customers were expected to print out the page and use the coupon at a store. Eventually, it was linked to a promotion on site, but it was a limited manual process.

The Solution

Built a shared Great Deals Store with coded component library (HTML, CSS, JS, JSON), design documentation, and team workflow tooling — enabling cross-team consistency at scale.

Service Scope

  • Design Systems
  • Front-End Architecture / Development
  • Component Library
  • Team Enablement

Digital Transformation

Great Deals Store history timeline
Put Away the Scissors

Originally, the Great Deals page was a simple landing page with a handful of manually curated deals and categories updated weekly. Customers were expected to print out the page and use the coupon at a store.

Great Deals Store planning sketch
The Initial Plan

The concept of the Great Deals Store was simple: showcase weekly deals in a convenient location. However, the actual experience and how it was generated was complex.

Behind the Interface

Great Deals Store team workflow diagram
Cross Functional Design

The Great Deals Store was an important part of the Toys"R"Us and Babies"R"Us ecommerce strategies. In addition to designing the front-end user experience, I designed the cross-functional team workflow to simplify and streamline the process.

Great Deals Store data creation tool
Creating Data

Talented colleagues on the development team created a backend tool to automate the manual process of creating the JSON data from spreadsheets. They integrated my store engine so that our cross-functional team members could edit their data and see it render in real-time.

Great Deals Store documentation materials
Instructions Included

I created presentations, manuals, documents, and an internal website to support the creation and usage of the Great Deals Stores for both technical and non-technical team members.

Faster, Better, Stronger

Great Deals Store mobile view
On the Go

The entire Great Deals Store was completely responsive, so customers could access the same great deals on any device.

Great Deals Store new design
Get the Goods

Easy to navigate, fast to load, and completely reusable. The Great Deals Store engine was then ported to other experiences to make deals easily accessible to customers.

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