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TARGET HOME DECORATOR

 

Target Home Decorator - A Mobile App MVP

UX Immersive Design Project

 
 
Target_Logo_03.png
 
 

My Role
UX Design, creative vision, idea generation, sales innovation, content strategy, user research, usability testing

Tools
Whiteboard, Sticky Notes, Sketchbooks, Axure, Dropbox, Basecamp, Slack

Team & Duration
Three designers. Two week Agile sprint.

OVERVIEW

For my third project as a UX Design Student at General Assembly my team and I were tasked with a broad challenge to design an app to promote Target's home goods product line. 

I distilled this into a vision where a user could outfit an entire room from the Target app while on their bus ride to work.  
 


CHALLENGE

The challenge was to design a mobile app experience that would allow customers to shop only at Target for all their home goods needs, while also offering the ability to discover limited-edition collections by featured designers like Emily Henderson and Dwell Magazine. 


SOLUTION

We created a choose your own adventure shopping experience using a masonry layout, with pricing and product dimensions that are creatively woven into an immersive design.


PROCESS

Research - Persona - Ideate - Design - Test - Iterate - Test


RESEARCH

The goal with our research was to define the user and uncover pain points. Our research included:

  • An online survey that had over 90 respondents
     
  • Seven user interviews
     
  • Competitive and Comparative Analysis of existing interior design platforms and competitors in the home goods market space.

 

 

 

KEY FINDINGS THAT INFLUENCED OUR DESIGN

  • The people we interviewed are budget conscious and seek inspiration through Pinterest and designer blogs.
     
  • They go to Target looking to find designer items at great prices.
     
  • One of their biggest pain points is imagining product dimensions while in the store. 
     

 

 

Our research participants tipped us off on an almost identical desk at Target for nearly $500 less than West Elm. 


PRIMARY PERSONA

From our research I was able to define our primary persona, Kate. She's a Target Loyalist who has a well-established trust in the brand. She's inspired by Pinterest and designer blogs and loves shopping at Target.


IDEATE

I then sat down with my team to design our new home goods shopping experience. Our strategy included:

  1. Create an MVP to quickly validate the feature.
     
  2. Help inspire purchases with an image based, immersive and interactive discovery process
     
  3. Make it effortless for the user to outfit an entire room through their mobile app. 

Our initial sketches included a full page bleed of a designer room, with the ability to scroll down and add the products in the room directly to the shopping cart. 

 
  • My team and I collaborated on the initial wireframes via a whiteboard. These sketches later informed our prototype in Axure.
     
  • One of the core design decisions we made was to add our new concept to the existing Target app. We made this decision because we learned in our interviews that many customers already shop via the app, as well as in-store, before making their home goods purchases. 
     
  • We also designed several interactive features, including a swipe left and right to see different angles of our designer rooms, as well as a scroll down feature, quick look product view and full product pages.
     
  • And we created featured designer pages, showcasing their how-to videos and the ability to easily add products from the designer rooms to the shopping cart.

 


DESIGN

We were on a super tight deadline, creating the prototype over the weekend in order to begin testing at the beginning of the project's second week.

Therefore we made the choice to design directly in Axure to save time. We were working with Target's flat design which made this decision a success.

 

 

INITIAL SCREEN DESIGNS

 

Choose Your Own Adventure - Interactive Discovery

1. All rooms in the browsing experience include Target products.

2. The masonry layout is a familiar and engaging experience for users.

3. Featured designers are highlighted using their logos. 

 
 

Learn From Featured Designers - Catalogue Page

1.  All products can be purchased directly through the mobile app.  

2. Price tags open a quick view of the product 

3. Education piece about Mid-Century design  

4. Link to the designer's featured page showing her how-to videos and favorite products at Target. 

5. The list view of the products in the room.

6. Adding items to the cart or shopping list is effortless. 

7. Here, customers are led to a full product page

 

USABILITY TESTING

FIRST ROUND OF TESTING
I then led the testing of our prototype by interviewing five users who fit our primary persona. 

We validated that users enjoy browsing designer rooms to inspire their design choices through the app. The users also loved the full catalogue page.  

ITERATIONS

  • I standardized the designer cards, as they weren’t clear to our users that they focused on Target’s featured interior designers. 
     
  • I also increased whitespace to lesson cognitive load in the masonry browsing experience.
 

SECOND ROUND OF TESTING

Many of our users requested the ability to zoom in closer to featured products, so we built a slider into the full-bleed catalog page. 

Feedback from our users was that they loved the increased immersion into the designer's room.


FINAL PRODUCT - VIDEO DEMO


RECAP

  • My team and I created an immersive mobile app that Target can launch via their native mobile app.
     
  • The user experience allows customers to discover inspiring room designs and immediately purchase the Target products found in those photos.
     
  • Customers are also introduced to Target’s featured designers, and can buy their products directly through the app.