Most customers were using the apps to browse for products and create shopping lists, making purchases using the website. Based on this information, we repositioned the app specifically for wish list creation and modernized the Toys R Us brand for the digital space. We used this as an opportunity to build more equity around the Toys R Us brand elements, resurfacing Geoffrey the giraffe as a guiding brand spokesman throughout the experience.
The primary users for this app were adults shopping for a gift for their kids or relatives. With this in mind, we created the ability to add multiple wish lists that could be used for different children or occasions. Toggling between wish lists would adapt the experience to reflect the respective child’s interests, surfacing relevant toys and products unique to the selected child. When browsing for products, a user could add items to multiple lists at once.