Target.com
Integrating physical-
digital guest checkout
Identifying and improving the digital guest checkout experience as a new customer
Identifying and improving the digital guest checkout experience as a new customer
Target’s core value proposition is offering products that represent their customers’ shared values available at a great value. Target strives to provide ease and inspiration at every turn.
While Target’s business operations and strategies have earned the loyalty of customers in-store, the explosive online growth due to the pandemic highlighted there is still room for improvement for Target.com’s online ordering journey.
My team and I conducted mixed-methods research to understand:
Using Nielsen’s ten usability heuristics for user interface design, the team conducted an expert evaluation of the “Buy a Product” task flow required to complete an online order as a new customer. Each violation was assigned a severity score based on pre-determined factors.
The team identified five direct competitors, two indirect competitors, and two influential competitors. We evaluated their business models, value propositions, and website user experience against Target’s to identify areas of opportunity that would improve the digital experience for shoppers.
The team built a card sort to learn more about what features consumers would prioritize when shopping online and where they would expect those features to appear in the task flow of buying a product on Target.com. The card sort informed the what and the how for the team’s prototype.
“To succeed in a digital world, companies will need to take advantage of new technology, not to copy what everyone else is doing but to advance their own mission by investing in the differentiating capabilities that allow them to deliver on their purpose.
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While it’s a challenge to toggle between the mindsets, it was critical to tackle problems from a designer, a business, and as a user from the different evaluation methods. This makes recommendations stronger as it takes advocating for the user while considering it within the business operations. A key learning from this project was learning to ask the right questions to gather data that is tailored to the business metrics and goals and to interrogate the data in synthesis.
Consolidated report recapping the key insights from Expert Evaluation and Competitive Analysis deliverables with a deep dive in the team's various User Evaluation activities: Card Sorting using Optimal Workshop, Quantitative Task-Based Testing conducted on Maze, and Qualitative User Testing using UserTesting.com.
Using Nielsen's heuristic evaluation method, this Expert Evaluation report identifies areas for improvement. These areas discovered were used to inform a revised prototype.
Competitive analysis report taking a broader look at Target and the competitive marketplace they operate in to uncover new opportunities for them to better reach their customers and stand out in the marketplace.
Using combined insights from User Evaluation activities and learnings from the team's preliminary testing, this is an iteration of the original prototype to create a more refined clickable prototype in Figma. This prototype further explores features prioritized by the Card Sort and feedback regarding the original prototype's usability.