Case Study
Target Corporation is committed to providing the most seamless experience from start to checkout, and consistently seeks opportunities to enhance that experience. I was tasked to audit the experience and work collaboratively with team members to look for ways to enhance the process, both internally (grid patterns and DPL) and for customers.
Previous Target project work ›
The Process
We cross-collaborated with other product teams in the larger company ecostructure to solve user problems and identify opportunities to continually improve the user experience.
Results
By constantly iterating and examining even the smallest details in the transactional experience, Target was able to see revenue gains both in customer fulfillment and customer satisfaction: small changes in the placement and copy of the checkout button brought increased sales numbers over $100k.
Our team worked with a variety of UX methodologies, including: creating a conversion grid system for UX files (Illustrator, Bootstrap), reviewing extensive ongoing User Testing documentation and video sessions, contributor to Target Design Pattern Library (DPL), updates to design files for dev integration, competitive analysis and user research, and UI Design (Emails, Visual Design Options).
Additionally, I assisted with workshops (planning and execution) and designed email templates for A/B testing.
Highlights Include
- visual + interaction design
- competitive analysis
- user research
- A-B testing
- UX Team Brainstorming sessions
- wireframes and updates
- detailed content audit
- DPL: Design Pattern Library (Atomic Design Methodology)
- technical writing and documentation
Methodologies
- Content Audit
- Design Research
- Strategy Presentation
- UI/UX design
- Prototypes
- User testing
Tools
- Adobe Creative Suite
- Atomic Design
- Axure
- Pattern Library
My Role: Senior Interaction Designer
I was immersed in Target's detailed and iterative testing processes, DPL and meticulous design standards within an Agile team. I worked closely with cross-functional partners, including engineers and accesibility experts, to set up the inital Atomic Design System for Target.
In addition full stack UI / UX, my project involvement included: brainstorming sessions, design guidance to Product Team and Development, analysis, research, documentation and cross-team collaboration.
