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COMPANY

Target 

PROJECT TYPE

iOS App Feature

iOS App Feature

PROJECT BRIEF

Target wants to push sales and brand awareness to home furnishings. Part of the sales initiative is to develop a feature that will allow users to view items in augmented reality (AR) prior to purchase. This will create a more personalized shopping experience.

Target wants to push sales and brand awareness to home furnishings. Part of the sales initiative is to develop a feature that will allow users to view items in augmented reality (AR) prior to purchase. This will create a more personalized shopping experience.

MY ROLE

Researcher, UI Designer, Usability Tester
Researcher, UI Designer, Usability Tester

CHALLENGE

Target retail chain has an app that allows shoppers to access a large array of home good collections not available in stores. Customers feel dissatisfied because they are unable to visualize how furniture will fit and match with their current furniture and room dimensions.

Target retail chain has an app that allows shoppers to access a large array of home good collections not available in stores. Customers feel dissatisfied because they are unable to visualize how furniture will fit and match with their current furniture and room dimensions.

APPROACH

Gathering insights and data through research and user-focus surveying and interviews, three UX designers collaborated to create an augmented reality feature for Target’s home furnishings that engages the target audience.
 

Gathering insights and data through research and user-focus surveying and interviews, three UX designers collaborated to create an augmented reality feature for Target’s home furnishings that engages the target audience.
 

VALUE

By offering a feature to view products in augmented reality (AR),  it will allow customers to make more informed decisions regarding furniture purchases. The metrics are measured when brand awareness of homes furnishing collections is increased by at least 5%.

 

By offering a feature to view products in augmented reality (AR),  it will allow customers to make more informed decisions regarding furniture purchases. The metrics are measured when brand awareness of homes furnishing collections is increased by at least 5%.

 

Research

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Competitive Analysis


The competitive analysis is information on similar retailers in the marketplace who also sell home goods and furnishings. The scope is for special features that enable a user's product search, purchase, and pick-up (in addition to delivery, with the assumption delivery is standard). The data collected compare strengths and weaknesses within Target, Amazon, Wayfair and Walmart's online and mobile site/app presence.

  Key Findings

  • Target does not have 3D AR view for home products
  • AR feature on competitor platforms are unintuitive
  • Competitors provide unexpected icons for the AR feature without labels



Competitive Analysis


The competitive analysis is information on similar retailers in the marketplace who also sell home goods and furnishings. The scope is for special features that enable a user's product search, purchase, and pick-up (in addition to delivery, with the assumption delivery is standard). The data collected compare strengths and weaknesses within Target, Amazon, Wayfair and Walmart's online and mobile site/app presence.

  Key Findings

  • Target does not have 3D AR view for home products
  • AR feature on competitor platforms are unintuitive
  • Competitors provide unexpected icons for the AR feature without labels



comparative-mockup-v1

Comparative Analysis

Research of what other companies were already doing with we came to a key finding that each company has different AR kits, accordingly to the technology research we found that Target needs designers to design its very own specific AR kit.

Key Findings

  • Design proportionate placement and movement in all planes
  • User-friendly language to explain AR i.e
  • "View in Room” or “Place in Room” or “View in Space



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Affinity Mapping 

Two rounds of affinity mapping helped organize data from the screener survey and interviews in order to find key patterns and trends

Key Trends & Patterns

  • Customers want consistency when it comes to online & in-store products
  • Customers want a way to visualize how a piece of furniture would fit in their personalized space. (Color, size, fit)

RESEARCH DATA FINDINGS

USER SURVEYS & INTERVIEWS
 

The UX team collected user data by first sending out a screener survey with interviewees that were recruited through social media (Facebook & Instagram stories and surveyors ranged from ages 22-66). Then we sent out another user survey to refine the results and followed up with 5 follow up interviews.

 



TOTAL NUMBER OF DATA COLLECTED 

  • Screeners: 33 
  • User Surveys: 29 
  •  Follow up Interviews: 5

QUANTITATIVE INSIGHTS/FINDINGS 


ONLY 27.6%  of our participants do currently use the target app.

93% of our users feel “neutral” to “Very Comfortable” using an augmented reality feature on an app.

Defining the Area to Focus On
With the Persona, Storyboard, Problem Statement, User Journey & Solution Statement
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_target-storyboard

Persona: Meet Kimberly
Strategic - Trendy - Savvy - Detailed

Kimberly is a marketing strategist who commutes to work in Silicon Valley by public transportation. With long working weekdays, she spends her weekends relaxing with her puppy fiancé and puppy and enjoys some retail therapy.

Needs & Goals

  • Wants trendy, but affordable products
  • Wants to use apps with intuitive usability
  • Needs to be able to visualize how products will look in her personal space, before purchasing.

Frustrations

  • Is easily irritated by delayed packages
  • Hates it when products arrive with unnecessary packaging material
  • Unintuitive features in the mobile application

Motivations

  • Home collection inspiration from bloggers or designers she admires
  • Pinterest inspiration
  • Enjoys modern, practical, & simple furniture

Behavior

  • Cares deeply about the environment
  • Designs her house based on current popular trends
  • Will pay the extra dollar for a quality product
Customer Journey Map New

User Journey

The primary persona, Kimberly is looking for a new couch and the user journey displays her emotions of positive and negative experiences with finding the ideal piece to fit in her space.

 

SOLUTION

By offering a feature to view products in augmented reality (AR),  it will allow customers to make more informed decisions regarding furniture purchases.

Defining the MVP
 
_MoSCOw
_MoSCOw-results

Feature Prioritization
 

Feature Prioritization Results for MVP (Minimum Viable Product).

Based on research from our screener surveys, interviews, and follow-up interviews an importance-difficulty matrix maps out the features users want based on the MoSCoW method.

The results show to include these four features in the MVP:

 

  • AR View on a single product
  • AR Filter
  • A better way to view colors in AR
  • AR Icon
     
Information Architecture
 
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Existing Sitemap
The team focused especially on the architecture surrounding the furniture categories of the app. The current map has MANY categories within the depth of the furniture category.

  • Products are repeated multiple times
  • Depth makes it difficult for users to find exactly what they want

New Sitemap
Simplified for easier navigation
Put more emphasis on the new AR feature
 
 

User Flows 

Target User Flow 1 (1) copy
Target-User-Flow-AR

Design Process
 

Low-Fidelity Sketches
First, wireframe sketches were made to flush out basic concepts.

1

Low-Fidelity Paper Prototypes
Secondly, a paper prototype was created.

paper-sketches

Usability Testing
The paper prototype was tested with users and treated as a real feature for the Target App.

jiyoon-testing
dave-testing
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Mid-Fidelity Wireframes
First, we started with a wireframe sketch that we tested early to bring us to the next stage

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High-Fidelity Prototype Usability Testing
Usabilty testing was conducted for iterations before the final deliverable.

Douglas-Me-Usabilty-testing
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Team's Final Prototype
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Suggested Design Iterations for Next Steps

Design is Iterative 

I decided to take some next steps into developing the AR screens for the prototype and included 3D light-blue incidators that appear with handle bars for easier placement of the furniture.

01-Home
Sofa Product Detail (1)
AR Placement Screen
Next Step Design Iterations: AR Icon Filter
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_iterations-AR-icon-first-round
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Next Step Design Iterations: Categories

I replaced the image of a user using an iPad with a user using mobile device in an empty space to map out the room, and added images of Target's furniture categories to show the home furnishing's collections. 

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_01-iterations-categogies-wireframe
_01-iterations-categogies-2nd-round

Design Iterations:

AR View in Room Instruction


  • Scan an area with a phone's camera.


  • Detect a surface and a grid would appear.


  • User can tap where to place a product, and an oval will appear with a finger tap. This could also be moved across the grided plane in live AR time, for scale and fit.
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_02-help-screen-first-round
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Selected Work

Pandia HealthUX/UI Design

PowerSphyr & SkyCurrentCorporate Web Design

DeluxeWeb and Mobile Design

CloakIdentity Branding

Trichy The PullBotAI Chatbot

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