Kristen Kelly
Kristen Kelly


Target is a retail chain offering home goods, clothing, electronics & more, plus exclusive designer collections. They currently have an app that allows shoppers to access a large array of home good collections not available in stores.

My Role - Researcher, UI & Interaction Designer

Conducted research by helping the competitive analysis and lead comparative analysis. The team collaborated for personas, user journey, user flows, and information architecture, important difficulty matrix for MVP development.

Mainly contributed in UI, paper and interactive prototyping, and ideations. Lead AR concept definition, ideation, and helped usability test studies.


General Assembly SF Project

Duration: 2 Weeks

Team: Kristen Kelly, Leah Sime, Diana Ardaryan


Double Diamond Design Process Model

We used the Double Diamond approach to structure and understand users (customers) and their problems and explore creative ways to solve their problems and delight them.

This way, we approach problems and solutions by 2 varying types of ideation: divergent and convergent.

  • Divergent thinking — keep an open mind, think broadly, consider anything and everything (shone in the first part of the diamond).

  • Convergent thinking —  funnel ideas, thinking narrowly, bring back focus and identify one or two key problems and solutions (shone in the second part of the diamond).

The Double Diamond




In the discovery stage of the double diamond...

My role as a researcher was to lead the market research through the competitive analysis and manage comparative analysis.

The team used convergent thinking to find insight into the problems and frustrations of Target shoppers who are looking for home decor and furnishings. We sent out a short screener with 10 questions to locations across the United States and continued with interviews to funnel answers. We diagramed the data with affinity mapping to find key patterns and trends. This lead to the next step of defining the area to focus upon.


Overview of Discover

Market Research

  • Competitive Analysis

  • Comparative Analysis

User Research

  • Screener, Survey & Follow up Interviews

  • Quantitive Insights/Findings

  • Affinity Mapping


Market Research


Competitive Analysis 1.1

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. Shone in image 1.1

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 with no labels

Comparative Analysis 1.2

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. Shone in image 1.2

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

User Research

 Quantitative Insights/Findings 1.4

Quantitative Insights/Findings 1.4

Screeners, Survey & Follow up Interviews

Process: Interviewees were recruited through social media (Facebook & Instagram stories and surveyors ranged from ages 22-66).


Total Number of Data Collected

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

Quantitative Insights/Findings

93% of our users

feel “neutral” to “Very Comfortable” using an augmented reality feature on an app.

ONLY 27.6%

of our participants do currently use the target app.


Affinity Mapping


Affinity Mapping

Two rounds of affinity mapping helped organize data from the screener survery 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)



The area to focus on: To make sense of the research the UX team used

convergent thinking to identify what matters the most, what should we act on first and what is feasible. We were able to organize the data with a feature prioritization chart before sketching wireframes. We defined the top 4 most wanted features users desire, a user persona, user journey maps, a storyboard, and a problem and solution statement to frame the design challenge.


Overview of Define

  • Persona

  • Problem Statement

  • Storyboard

  • User (Customer) Journey Existing Site

  • Solution Statement

  • Feature Prioritization

  • Existing Sitemap & New Site Map

  • User (Customer) Journey New Site


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 buy 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.


  • Is easily irritated by delayed packages

  • Hates it when products arrive with unnecessary packaging material

  • Unintuitive features in mobile application


  • Home collection inspiration from bloggers or designers she admires

  • Pinterest inspiration

  • Enjoys modern, practical, & simple furniture


  • Cares deeply about the environment

  • Designs her house based on current popular trends

  • Will pay the extra dollar for a quality product


Problem Statement

Customers feel dissatisfied because they are unable to visualize  how furniture will fit and match with their current furniture and room dimensions.



User (Customer) Journey Existing Site

Customer Journey Map Existing.png


Solution Statement

Customers feel dissatisfied because they are unable to visualize  how furniture will fit and match with their current furniture and room dimensions.

Feature Prioritization


Feature Priortization Results for MVP

Based on research from our screener surverys, 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: 1. AR View on a single product 2. Ar Filter 3. Better way to view colors in AR 4. AR Icon

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

User (Customer) Journey Map New

Customer Journey Map New.png



In the development stage of the double diamond...

Brainstorming ideations come into creation through sketches, group discussions, and testing.

Several rounds of paper prototype testing were conducted with usability testing before moving onto the high-fidelity prototype. Testing participants had different ideas, the team went through round after round of iterations to reduce the number of screens and change icons for clear communication.


Overview of Develop

  • User Flows

  • Design Process

  • Iterations & Usability Testing


User Flows




Design Process

Start with sketching


  • Brainstorm, sketch and repeat!

    • Low-fidelity to High-Fidelity prototyping

    Iterations & Usability Testing

    • Test early & test often


Low Fidelity

First we started with a wireframe sketch

Mid Fidelity

Then we moved to a paper protoype for eleven rounds of usability testing to flush out ideas and remove screens.

High Fidelity

The final comp also included iterations I personally designed and added from two rounds of mid fidelity testing.

 Usability Testing the paper prototype

Usability Testing the paper prototype

Low Fidelity Wireframes Sketches

Low Fidelity Paper Prototype


Mid Fidelity Wireframes Screens

 Mid Fidelity Wireframe, with prototype marks

Mid Fidelity Wireframe, with prototype marks

High Fidelity Iterations



deliver (1).png

The Final Prototype

The three UX designers presented their process and prototype to a group of 24 collegues. It was a success with insight learned from the design process, team building and coming together to deliver.


Next Steps


For Further Iterations

  • More Usability Testing
  • Continue to iterate on the design
  • Build in more functionality for the AR feature
    • Consider the budget for a 3D motion designer to iterate AR function
    • Narrow scope on AR limitations with hardware and software
    • Include a privacy policy for AR for legal purposes

Please feel free to contact me at to schedule a walk-through or dive deeper in the next steps. I have an updated prototype.