Target Australia has made the shift towards becoming a mostly online retailer as many outlets continue to be transformed into Kmart stores. This in turn means the Target App experience needs to find a way to increase its offering and get closer to what other competitors do in its field.
(PROBLEM)
Because of the increasing level of competition in the online retailer space, Target needs to become more innovative and find ways to make customers want to shop on the Target App against its competitors. I've cultivated a systematic and strategic approach that revolves around innovation, user-centric design, and effective problem-solving. I believe in meticulous planning and execution, with a focus on creating visually captivating and highly functional websites.
(SUMMARY OF OPPORTUNITIES)
When it comes to making group purchases, customers felt that aren’t many ways to collaboratively shop online. If Target could help customers come together and make group decisions when making important online purchases (homeware, clothes, cookware…) this could reposition Target as a leading contender against its competitors when it comes to buyers’ confidence.
(OBJECTIVES)
Hours of user interviews helped me identify the key pain points that customers had with the current wish list experience. Whilst the wish list served its purpose, it didn't have any competitive edge over similar brands and hence struggled to pull the consumer to shop with Target. There were also a number of UI elements that were picked up as potentially pain points which were addressed during ideation.
(USABLITY TESTING)
Increase buyers’ confidence with Target customers buy creating shareable wishlists. These wishlists can be broken down into categories so users can easily distinguish between wishlists and have multiple different wishlists at one time
(RESULTS)
Sharing
Giving customers the opportunity to share with family and friends, and those "potential" customers can add to those lists.
List personalisation
Allowing customers to personalise their wish lists by adding fun names, list emojis helped add meaning and a purpose.
Editing / Notes
Customers can add notes on each of the wishlist items to share their thoughts. For example, "This vase would look great in the living room"
