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TARGET AR

TYPE

 iOS App Feature

iOS App Feature

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
APPROACH
VALUE

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.

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.

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

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
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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"
comparative-mockup-v1
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)
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RESEARCH DATA FINDINGS

  • Screeners: 33 

  • User Surveys: 29 

  • Follow up Interviews: 5



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.

 



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.

THE USER

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 and fiancé as well as enjoying some retail therapy.

  • 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.
  • Enjoys modern, practical, & simple furniture
     
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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.

 

Customer Journey Map New
STORYBOARD

Kim just moved to Walnut Creek and wants new furniture, but doesn't know how to shop virtually for size, fit and colors.

Being a loyal Target shopper, she uses the app to search for furniture and is delighted that she can use the "View win my Room" AR feature to check out some options.

_target-storyboard

PROBLEM

The customer feels dissatisfied because the home products they ordered online did not meet their expectations which were displayed on the application.

SOLUTION 

By offering a feature to view products in augmented reality,  it will empower customers to make more informed decisions regarding home products and purchases.


  • We will know this to be true when customers feel more satisfied, have more brand awareness and purchase more brand products online.

  • We can verify this later by conducting a user survey and by analyzing Target’s financial reports.
DEFINING THE MVP

Feature Prioritization Results 

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.

  • AR View on a single product

  • AR Filter

  • A better way to view colors in AR

  • AR Icon

_MoSCOw
_MoSCOw-results
INFORMATION ARCHITECTURE

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

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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

PAper Prototype 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 marks that appear with "handlebars" for easier placement of the furniture.

01-Home
Sofa Product Detail (1)
AR Placement Screen

AR ICON FILTER 

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CATEGORIES 

I replaced the image of a user using an iPad with a user a mobile 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
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AR VIEW IN ROOM INSTRUCTIONS 

 

  • Scan an area with 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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APPLE PAY CHECKOUT

 

  • The customer has the option to pay with Apple Pay.

 

  • Apple pay has a credit card, shipping and contact info already saved with Apple Touch ID capabilities.
  • There is a confirmation screen that the product as been shipped. For even further iteration; I would have a module to confirm the payment. Once the order is placed, then notification would email the customer when it has been shipped with estimated arrival date.
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20-Apple Pay@2x
14-Shopping Cart (2)@2x

Selected Work

DeluxeEmail Marketing, Web Ads

PowerSphyr & SkyCurrentUX/UI, Web Branding, Trade Show Booth Display

CloakConcept, Identity Branding

Trichy The PullBotAI Chatbot

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