Challenge

How might we improve our next click experience, from digital ads, so that we inspire guests to browse and spend time on our website, as well as consider Target a style resource?

Define

1. When a customer clicks on a digital ad, we don’t send them to a destination that pays off the ad.

2. Customers want content stories that show how to use products in an inspirational way.

3. Customers want content that mixes categories on one page, so they can see everything Target has to offer.

Ideate

To the whiteboard, we brainstormed and sketched what a robust style experience could look like on target.com and how it would link back to our other channel messages.

From the whiteboard, I designed wireframes to direct the stories, the linking strategies and to inform our testing objectives.

Prototype

We landed on 3 different variants of the prototype, each with a different content strategy.

Variant 1: A category-driven content page showing apparel, home and beauty without any themes, UGC or How-To videos

Variant 2: A category-driven content page where all the stories aligned to one trend. We also added UGC

Variant 3: A content-driven page where all the stories aligned to two trends. We also added a How-To video

Test

Our learning objectives centered around inspired browsing, ease of use, emotional connection and repeat visits. 5 users based on their alignment to our demographics and their shopping habits.

We conducted 2 different tests. The first test was to get an idea of which variant was meeting our learning objective. The second test was taking the “winning” themes were received from the user testing and prototyping 2 more variants to get closer to a concept that met the user’s needs.

Findings

1. Our business model wasn’t set up to create content for how the guest wants to see it.

2. There is an opportunity to reduce costs on photography and duplicative work.

3. We didn’t have the right components engineered to house the content like the user wanted to see it.

Results

Through this process, we were able to achieve results that positively impacted the business and improved the user and employee experience.

1. Designed the foundation for our future launches of owned brands.

2. Designed and built new components for t.com that would expand our ability for better storytelling.

3. Brought different creative teams closer together to reduce redundant work and use photography more efficiently.