iOS App Feature
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 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%.
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.
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.
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
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.
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.
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
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.
By offering a feature to view products in augmented reality (AR), it will allow customers to make more informed decisions regarding furniture purchases.
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:
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.
Simplified for easier navigation
Put more emphasis on the new AR feature
First, wireframe sketches were made to flush out basic concepts.
The paper prototype was tested with users and treated as a real feature for the Target App.
First, we started with a wireframe sketch that we tested early to bring us to the next stage
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.
Design Iterations: AR View in Room Instructions
I thought the AR insctructions could be more visual and less use less wording. The instructions would: