Target Digital Endcap
Furniture / 65” Touchscreen / Philadelphia & New York
Problem / Small format Target stores in urban areas lack the square footage to display furniture. Insights / Guests want to understand the size, color, texture of furniture before ordering online. Strategy / Leverage Target’s library of CGI models to present a digital-only furniture showroom at two small format stores.
Role / User Experience / User Interface / Art Direction
Partners / Accessibility / Store Design / Innovation Dev / Guest Insights
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Proved our ability to bring a curated assortment of product to any store with minimal impact to store design.
Designed the first UX/UI patterns for large touchscreens in stores.
Documented and widely shared accessibility requirements for large touchscreens in stores.
Displaying items in greater detail incrased purchase confidence, lowering the rate of returns.
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Redesigning the interface to meet accessibility requirements created an easy experience for everyone:
Condensed navigation
Larger buttons
Unreachable UI space became opportunity for visuals and messaging
Prototypes / Internal testing to improve usability, performance, and gain leadership support.
Target HQ / Innovation Lab / 65” Touchscreen
Proof of Concept / Static wireframes that illustrate an endcap showroom experience, exposing accessibility issues.
