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Target: UX Responsive Design

 
 
 
 
 

Problem

 
 

 

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.

 
 
 

Research

 

 
 

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: 

• Surveys
• 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. 

 
 
 

Insights

  • 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. 

 
 
 

Personas


After gathering our data, we created personas based on our in person interviews.

 
 
  Cait, 28  Speech Therapist  Chicago, IL   Goals  • Seamlessly move into a new apartment with her boyfriend. • Quickly research organizational items and plan a housewarming party.   Frustrations  • Clutter around the house, especially in the kitchen. • No money, No time

Cait, 28
Speech Therapist
Chicago, IL

Goals
• Seamlessly move into a new apartment with her boyfriend.
• Quickly research organizational items and plan a housewarming party.

Frustrations
• Clutter around the house, especially in the kitchen.
• No money, No time

  Sterling, 29  Program Specialist Chicago, IL   Goals  • Make sure his girlfriend feels comfortable moving in with him. • Have a super duper fun housewarming party!    Frustrations  • Buying items online that end up being cheaply made • Cringes at spending too much time on searching for home items at a store.

Sterling, 29
Program Specialist
Chicago, IL

Goals
• Make sure his girlfriend feels comfortable moving in with him.
• Have a super duper fun housewarming party!


Frustrations
• Buying items online that end up being cheaply made
• Cringes at spending too much time on searching for home items at a store.

  Stacy, 25  Yoga Instructor Chicago, IL    Goals  • Get ideas and buy furniture online and decor for her in-home yoga studio.   Frustrations  • Has short amount of time between classes to purchase furniture • Frustrated on what looks good or would fit together

Stacy, 25
Yoga Instructor
Chicago, IL


Goals
• Get ideas and buy furniture online and decor for her in-home yoga studio.

Frustrations
• Has short amount of time between classes to purchase furniture
• Frustrated on what looks good or would fit together

 
 
 

Analysis

 

 
 

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. 

 
 
 
 
 

Ideation

 

 
 
 

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.
 

 
 
 

Style Exploration

 

 
 
 Mood boards provide inspiration and intend to evoke or project a particular style or concept. I wanted people to use the Target home furnishing section as a source of inspiration instead of going elsewhere for ideas. 

Mood boards provide inspiration and intend to evoke or project a particular style or concept. I wanted people to use the Target home furnishing section as a source of inspiration instead of going elsewhere for ideas. 

 With this I created a mood section that featured various images of rooms of different uses, vibes, and accents. Not only will this serve as inspiration but it will allow users to shop the various items featured in the image. 

With this I created a mood section that featured various images of rooms of different uses, vibes, and accents. Not only will this serve as inspiration but it will allow users to shop the various items featured in the image. 

 
 
 
 Brochures in furniture stores are a great asset because it showcases a room and gives a list of the items shown. I wanted to create an online version on Targets website to make it easier for users to find items they see. 

Brochures in furniture stores are a great asset because it showcases a room and gives a list of the items shown. I wanted to create an online version on Targets website to make it easier for users to find items they see. 

 I came up with an image showcasing a room or scenario and highlighted all of the Target Items. Going back to our idea of wanting Target to be remembered as a one stop shop, this included but was not limited to home furnishing, food and household items. 

I came up with an image showcasing a room or scenario and highlighted all of the Target Items. Going back to our idea of wanting Target to be remembered as a one stop shop, this included but was not limited to home furnishing, food and household items. 

 
 
 
 One of the ways I saw bringing awareness to Targets home furnishing was through social media. Sites like Instagram allow users to tag where they purchased an item, and also allow unique hashtags to create a feed. 

One of the ways I saw bringing awareness to Targets home furnishing was through social media. Sites like Instagram allow users to tag where they purchased an item, and also allow unique hashtags to create a feed. 

 Using this methodology, I created a unique hashtag that was specific to items purchased at target. This feed would not only be seen by users on Instagram, but would live on the Target website to serve as another source of inspiration. 

Using this methodology, I created a unique hashtag that was specific to items purchased at target. This feed would not only be seen by users on Instagram, but would live on the Target website to serve as another source of inspiration. 

 
 
 

Sketches

 

 
 
 
 

High Fidelity Mockup

 

 
 
 
 
 

Prototype

 

 
 
 

Click here to view the final prototype in Invision

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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

 
 

Final Thoughts

 

Finding a solution to Targets issue of lack of home decor sales meant we had to understand what makes Target the best place to shop for anything. Through our contextual observation we learned that people don’t go to Target to become inspired because they already know what they want upon arrival. We took this idea and gave users various ways to become inspired right on the company website, allowing them to not have to visit multiple websites to find inspiration. In addition to this, our room styler option affords users the opportunity to see furniture inside of their own homes for inspiration. 

Increasing the users awareness of the the home decor department also forced me to think outside of the box. Through user testing, I found that the homepage didn’t show anything to bring users into the home decor section. Featuring scenarios with furniture items on the homepage gave users the opportunity to get inspiration as well as push the decor department. 

 

 

Website Design and Content © 2017 Ashley Jackson