Client: Target Corp.
Project: Wedding & Baby Gift Registry
Role: User Experience Designer
Business Goal: Make the Target Gift Registry the number one registry in consumer's minds when registering for wedding or baby by reinvigorating the registry experience.
Audience: Engaged couples; Expecting parents; Gift-givers "gifters".
User Goals: Make creating an account easy. Make adding items to your registry easy. Make gift-giving easy.
Description: The updated Target Gift Registry boasts fresh features and capabilities for important life events, including wedding, baby and college. The traditional handheld scanners have been replaced by souped-up iPod Touch devices that have a great new interface packed with powerful features.
The new scanners are not only lightning-fast but they help guests with new features such as “Get Ideas” where registrants can find product collections by themes, categories or celebrities — for instance Baby Center or Nate Berkus recommendations. The new system allows registrants to read reviews for products, choose additional colors, quickly add companion products and search products by a specific price range or category. And new checklists provide awesome interactive lists by category so guests can double check that they have all the essential items they need.
Gift givers can now not only instantly print a registry list but also send it to a smartphone by email or text message for seamless in-store shopping. They can view a registry by price point, what’s in the store or even what the registrant wants most.
In addition to interface updates, there are several other updates to the experience that make everything seamless and fun. Guests are now greeted with iPads at the Guest Services counter, in lieu of the old kiosks. The online registry experiences on Target.com (both desktop and mobile) have been updated, and there is a standalone app in the App Store so registrants can easily manage their registries on the go.
• INFORMATION ARCHITECTURE •
• EXPERIENCE DESIGN •
• VISUAL DESIGN •
