Target is famously known as a quality one stop shop, however it’s website lacked awareness of the department, inspiration and confidence in their products.
What we wanted to know:
• Behaviors around consumer shopping
• How do people shop for furniture?
• How do they choose what to buy?
• Where do they primarily shop for home goods?
• What makes Target special?
• What are the goals and values of the brand?
Our research methods consisted of:
• User Interviews
• Competitive Analysis
We wanted to understand what makes Target a unique place to shop. We know that compared to other furniture stores, Target is a store where you can get food, clothing, and household items in one trip. We knew that somehow this might give Target an advantage to it’s competitors, but we wanted to create a competitive analysis to find out what those advantages were.
We took the insights we came up with after evaluating all the user research, observations and overall information and culminated it in the form of an affinity map. After gathering our findings, we began brainstorming key concepts:
One was an inspirational multichannel shopping experience that strengthens users confidence in Target’s home decor and furniture. We also wanted to increase users’ awareness and knowledge of Target’s home furnishings and decor. Lastly we felt that our solution should evoke an emotional response between people, their personalities, and how they recreate their space.
Target is less than an afterthought when it comes to home furnishings.
People shop for home decor to create a personalized, clean environment that ultimately gives them a feeling of safety and comfort.
There is a recurrent need for shopping at Target throughout life’s journeys.
After gathering our data, we created personas based on our in person interviews.
Going a step further, I created a user flow of these personas. It starts with their need for a furniture item, and ends with their emotions after they’ve purchased it.
I lead the design execution for the desktop and mobile site through using our design directives of strengthen users confidence in Target’s home decor and furniture, increase users’ awareness and knowledge of Target’s home furnishings and decor, evoke an emotional response between people, their personalities, and how they recreate their space.
We began our ideation by rapid prototyping. We along with another group came up with concepts based on our design principles.
High Fidelity Mockup
My role was to focus on the creative direction of the new Target home and furnishing site. With this I created the new assets for both the desktop and mobile app, however additional features to the mobile version were put together by my team.
Click here to view the final prototype in Invision