Target

iOS AR 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.


PROBLEM

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.

The Process

Three UX Designers at General Assembly created the project brief about creating an Augmented Reality feature for Target’s home furnishings. In order to do that we included the following steps in our design process:

  • Market Research

  • User Research

  • Problem & Solution

  • Personas

  • Journey Map

  • Storyboard

  • Prototype

  • Iterations

  • Next Steps


Market 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.

  • 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

Competitive 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

 
 
 

User Research


 
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User Surveys and 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

QuantitativeInsights/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.

 
 
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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)


Defining the Area to Focus On

With the Persona, Storyboard, Problem Statement, User Journey & Solution Statement


 
 
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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.

Frustrations

  • Is easily irritated by delayed packages

  • Hates it when products arrive with unnecessary packaging material

  • Unintuitive features in 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

 
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Storyboard

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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.

Key Takeaways and Opportunities:

  • Tool to help with color matching and visualization

  • AR measure tool to make sure of fit

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


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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:

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 Flows


Product Discovery User Flow

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Product Discovery Using AR Feature User Flow


Design Process


 

Low-Fidelity Sketches

  • First we started with a wireframe sketch that we tested early to bring us to the next stage.

Low Fidelity Paper Prototype

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

Usability Testing the paper prototype

Usability Testing the paper prototype

 
 
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Mid-Fidelity

These are mid-fidelity wireframes screens.

 
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High Fidelity Iterations

  • Iteration 1: Ability add multiple objects in AR mode, for shoppers to easily see how products will look in their space without leaving the AR mode.

  • Iteration 2: There are suggested items in the shopping cart during the check out process to go with current selected products.

  • Iteration 3: AR Icon that is the exact symbol from Apple iOS’ ARkit to indicate that a product has the “View in Room” Feature. Also acts as a call to action button to view items in an AR room scene.


The Final Prototype


 

The Final Prototype

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


Next Steps

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First iteration round concept

I continued to ideation and sketched ideas to test which include:

  • Changed the home screen and categories

  • ARkit asks for permission to use

  • “View in Room” screen has different signifiers to move item in augmented reality

  • Apple Pay is added and used for this user journey

  • Target product box indicates that the product has shipped


Even Further Iterations for the High-Fidelity Prototype

 
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Categories Iteration

The first high-fidelity prototype has an image of a user with an iPad showing a blender in AR, for the the further iteration for the high-fidelity it is a user with a iPhone X viewing a piece of furniture. Also the images showcase Target furniture categories, which help with the business model.

 

AR Icon Iteration

Using Apple’s ARkit, an AR Icon call to action button is used to filter products that can be seen in the “View in Room” feature.

  • For even further iterations: narrow the scope on the filter feature, to include all of Target’s home furnishings and sort through them filtering only the products that have the AR feature.

 

Help Screen Iteration

From usability testing, research shows the first high-fidelity help screen was not intuitive and verbose. Pictures are shone with the intention to be more user friendly and easier to follow, which would require further usability testing.