UX Designer
Case Study Cover Image.png

Target

Original

Target Room Styler

 
 


Overview

 

Objective

Target wants to go beyond the typical e-commerce experience. They’re looking for a means for customers to evaluate how they can truly customize their homes to their desires and/or meet the needs of the various areas of the house.

Challenge

To find a way to best allow customers to have the in-person experience while they are at home.

Problem

Online shoppers cannot try and test out home good products without physically going to a store.

Solution

A customizable and shareable online shopping experience that helps users find products they love for their spaces by inspiring them to play, dream up and pursue.


Role — UX Designer

Usability testing
Create digital wireframes
Make interactive prototype

With team:
Research
Interviews
Surveys
Feature Prioritization

Tools & Methods

Tools — Sketch, InVision, Paper Prototypes
Methods — User Interviews, Surveys, Usability Testing with Paper Prototypes, Affinity Mapping of Scenarios, Creation of personas

Duration

4 weeks

Deliverables

Personas
Site Map
Flows
Wireframes
Usability Testing
Prototype


Research

Conduct User Interviews and Surveys

I went to conduct user interviews at Target and other home good stores, such as Ikea and CB2. Surveys were sent out to learn about how people prefer to shop and why.

Insights from user interviews:
Shoppers enjoy the browsing experience
Shoppers want to shop in-store to try and test out products
Target shoppers have no incentive or added value in shopping online

Insights from surveys:
55% shop online
63% digitally influenced before making in-store purchase
59% prefer to shop on website

The goal is to translate the fun of the in-store shopping to Target’s online experience.


Personas

Create Personas

There needed to be something to guide our design process, so we needed personas. The data from the user interviews and surveys were used to create the personas. Based on research, as a group, we came up with 17 scenarios. With that, we did card sorting and affinity mapping to sort them out. We noticed some common themes from that.

Affinity Mapping

Card Sorting

Insights:
Three main themes:
Inspiration Shopper
Category Shopper
Budget Shopper

Personas were created from these insights and common themes

 

Primary Persona: Inspiration Shopper

 
 

Secondary Persona: Category Shopper

Special Case: Budget Shopper

 

Design

Incorporate The Feature Into Existing Site

The new feature will be integrated into Target’s existing website. We took Target’s brand experience into consideration so that our feature could fit into Target’s website seamlessly.

 
 

 

Make Paper Prototypes And Conduct Usability Testing

Based on research and insights, we made paper prototypes. It is important to be testing early and testing often, so we started usability testing as soon as the first draft of the paper prototype was created.

 
 

Insights from usability testing: Problems
Discoverability

Discoverability of buttons
Name of the buttons
Where the buttons might take them

Usability testing and paper prototypes helped us narrow down some designs, which led to the wireframing process.

Create Digital Wireframes

The paper prototypes and usability testing led us to the creation of the digital wireframes.

 
 

 

Insights:
Collage is confusing and cluttered, not very organized
Want better idea of how items get placed in the room image
Have to scroll down to see products and back up to see room — not a good experience

Sketch and Conduct Usability Testing Based On Feedback

I decided to make some changes to improve the Room Styler, by considering the insights from the previous digital wireframes and prototype. I did some sketches and beginning of wireframes. With these, I conducted usability testing.

Insights
Scrolling up and down is not efficient
Prefer to see a room with items in it already instead of an empty room
Don’t like to take too many steps to achieve goal


Final Design

Results: Designed New Wireframes Based On Insights From Usability Testing

From the Final Group Design, I got rid of the mood board feature within the Room Styler Item List tab because it is not necessary when it comes to meeting the user’s goals. I created a welcome page that users will first see after they pick a room to style. The room styler is now split screen so scrolling up and down to add an item is no longer a problem.