Target

BUSINESS OBJECTIVE:

Improve cart and checkout experience to allow a higher purchase conversion ratio and surface streamlined experiences for authenticated users.

Customer & User Experience

CHALLENGE:

The research identified that Target’s mobile web cart was crowded with product messaging that was not relevant for the user at the time of product attached. Studies indicated that verbose messaging hindered the purchasing decision. Also, cart and checkout lacked content to encourage conversion of loyal REDcardTM members.

SOLUTION:

  • Improve and consolidate layout and design
  • Refine labeling to brand lexicon standards
  • Consolidate checkout from four pages to one contextual page
  • Move messaging upstream to benefit buying decisions
  • Provide relevant shipping and discount messaging for REDcardTM members

RESULTS:

  • 250% increase of average daily sales from previous year
  • 400% increase conversion rate for REDcardTM members
  • A cleaner and more contextual UI design to match brand experience standards
  • Reduced cart length with multiple product purchases
  • Minimized user cognitive load and page performance rendering in checkout

Wireframe Iteration