Target Home

Sending you special deals that are just for you.

Client Target (Class Project)

Target Team 

Mark Painter, Eunice Do, Nicholas Draney 

The Challenge

Target wants to push sales and brand awareness for its home goods products. Part of the sales initiative is to develop an app that will allow users to shop Target Home products, receive exclusive access to home goods promotions, while engaging and incentivizing them to use of the new home goods app. 

Project Duration 2 weeks.

Solution

The new design will take advantage of cell phone location based tracking to offer customers exclusive personalized deals. Customers get a great deal and Target gets rid of excess inventory.

My Role

I worked as a UX designer, researcher and usability tester. I was given the responsible for the design of the on boarding and user profile section of our application.

For the purposes of the course assignment, our team built out the functionality based on the following scenario only:

Kelsie (our persona) decides she needs to replace the table in her kitchen. While she's waiting for her son, she downloads the Target Home App to her phone.

1. It's the first time she's used the app so she creates her account. She makes sure you sign up for exclusive offers / phone notifications.
2. Then she adds her shipping address.
3. She then starts to browse to find a new table.
4. She filters her list of tables by shape= rectangle.
5. She loves the Zou Titus Table, and saves it to her wishlist.Then goes to her wishlist to move the table to the top of the list.
6. Time passes (click the lower left hand corner just above the Home button in the lower navigation)
7. Target Home app sends Kelsie a notification with a personalized, exclusive sale. She reads the notification, loves the great discount and then purchases the table.

Research

Relevant and personal

When the project started I had "issues" with my existing cell phone and had to wait to download and absorb the line of Target mobile options. While waiting I designed a screener survey to get a jump start on finding potential interview candidates. We then white boarded a list of competitors to do competitive analysis on. I then dove into research by reading Targets Annual Report then continuing research by reading articles my teammates had found on current mobile shopping trends by Forbes and Facebook.

“Today’s guests expect their store experiences to be local and their digital experiences to be relevant and personal. We have just begun to scratch the surface of these opportunities at Target, and we are rapidly building capabilities in these important spaces.”  - Brian Cornell, CEO

Interviews & Insights

Target customers are savvy shoppers.

Target has five other shopping applications. They are well made and deliver on user experiences in many areas. They excel at in store customer experiences, rewards programs and limited-edition merchandise.

Out of the nine people interviewed, all nine said that they would use an app to get exclusive mobile deals. They also don’t like to pay for shipping. Eight said they use rewards programs. 

78 Surveyed • 9 Interviews

Design

Our team started with a design charette, taking the best ideas and moving forward very quickly. We then split up responsibilities to divide and conquer.

High Fidelity Screens

Usability Testing

Next Steps

Iterate on last round of user testing. Try several designs with clearly labeled product filter to eliminate any remaining barriers keeping users from finding the products they would purchase. Tweak navigation buttons so primary and secondary actions are clear and consistent. 

Test location tracking notification and sales with a test market of early adopters and fans of Target.