Users easily accessed rewards on competitor apps but struggled to fully benefit from Target’s loyalty program.
Users easily accessed rewards on competitor apps but struggled to fully benefit from Target’s loyalty program.
Falling behing competitors
Falling behing competitors
Lack of visibility and accessibility
Lack of visibility and accessibility
Users were frustrated by the lack of offers or promotions, even with membership, and the difficult access to their member ID, which delayed checkout at the store.
Users were frustrated by the lack of offers or promotions, even with membership, and the difficult access to their member ID, which delayed checkout at the store.
Usability Challenges
Usability Challenges
Users faced difficulties navigating, finding products, and completing transactions due to excessive steps before reaching their destination.
Users faced difficulties navigating, finding products, and completing transactions due to excessive steps before reaching their destination.
Target has a lot of loyal customers who contribute to its daily active users. These loyal customers expect personalised offers, reminders, and ways to maximise their savings.
Users got frustrated after facing difficulty in completing purchases, and not having a seamless experience which declined its daily active users.
Target has a lot of loyal customers who contribute to its daily active users. These loyal customers expect personalised offers, reminders, and ways to maximise their savings.
Users got frustrated after facing difficulty in completing purchases, and not having a seamless experience which declined its daily active users.
Why did users struggle?
Why did users struggle?
All this boils down to….
All this boils down to….
Users facing visibility and usability issues
Users facing visibility and usability issues
Users facing visibility and usability issues
Avoid assuming for users
Avoid assuming for users
Uncovering edge cases
Uncovering edge cases
Finding balance between business and user goals
Finding balance between business and user goals
Before
Before
Before
Too complicated with content
Overwhelmed with too much content
After
After
After
Simplified with content, and easy navigation
Simplified content, and easy navigation
Improved Navigation and Usability
Improved Navigation and Usability
Improved Navigation and Usability
On the existing home screen the first thing the users sees is a big poster of an ad which covers the entire page. The new design includes a card that displays member id and reward points along with an ad poster and new section that features festival products. This way user has more information to access on the home screen and scroll through products.
On the existing home screen the first thing the users sees is a big poster of an ad which covers the entire page. The new design includes a card that displays member id and reward points along with an ad poster and new section that features festival products.
On the existing home screen the first thing the users sees is a big poster of an ad which covers the entire page. The new design includes a card that displays member id and reward points along with an ad poster and new section that features festival products. This way user has more information to access on the home screen and scroll through products.
Iteration based on test insights
Iteration based on test insights
Iteration based on test insights
Before
Before
Before
Lack of information & visibility
Lack of information & visibility
After
After
After
Clear information and accessibility
Clear information and accessibility
Improved wallet screen with member ID at the top for quick access, transparent points display, and an intuitive toggle switch. Clearer navigation with a tab switch from "wallet" to "rewards" enhances user experience, ensuring easy access to information and streamlined checkout.
Improved wallet tab with member ID at the top for quick access, transparent points display, and an intuitive toggle switch. Clearer navigation with a tab switch from "wallet" to "rewards" enhances user experience, ensuring easy access to information and streamlined checkout.
Improved wallet screen with member ID at the top for quick access, transparent points display, and an intuitive toggle switch. Clearer navigation with a tab switch from "wallet" to "rewards" enhances user experience, ensuring easy access to information and streamlined checkout.
Clear Information on rewards system, includes reminder on savings
Clear Information on rewards system, includes reminder on savings
Clear Information on rewards system, includes reminder on savings
Before
Before
Before
No reminder or personalised offers
No reminder or personalised offers
After
After
After
Reminder on savings & personalised offers
Reminder on savings & personalised offers
Streamlined product addition with fewer steps and personalized offers, displaying coupons for loyal customers on the enhanced add-to-cart screen.
Streamlined product addition with fewer steps and personalized offers, displaying coupons for loyal customers on the enhanced add-to-cart screen.
Streamlined product addition with fewer steps and personalized offers, displaying coupons for loyal customers on the enhanced add-to-cart screen.
Personalized offers
Personalized offers
Personalized offers
Before
Before
Before
Restrictions on purchase, no personalised offers
Restrictions on purchase, no personalised offers
After
After
After
No restrictions, reminder on savings
No restrictions, added reminder on savings
Revamped checkout screen eliminates purchase restrictions, introduces a user-friendly toggle switch for reminder on points and personalized offers with available coupons.
Revamped checkout screen eliminates purchase restrictions, introduces a user-friendly toggle switch for reminder on points and personalized offers with available coupons.
No restriction on purchase
No restriction on purchase
No restriction on purchase
Usability Testing & Insights
Usability Testing & Insights
Usability Testing & Insights
After the initial design solution provided for the problem I did a usability test with a team of two to understand how the users navigate and if my redesign solved their pain points / issues. While it solves all the issues I was trying to solve, it also brought in light that my redesign is yet not solving some issues.
After the initial design solution provided for the problem I did a usability test with a team of two to understand how the users navigate and if my redesign solved their pain points / issues. While it solves all the issues I was trying to solve, it also brought in light that my redesign is yet not solving some issues.
After the initial design solution provided for the problem I did a usability test with a team of two to understand how the users navigate and if my redesign solved their pain points / issues. While it solves all the issues I was trying to solve, it also brought in light that my redesign is yet not solving some issues.
90% of users could not see the member ID….
90% of users could not see the member ID….
90% of users could not see the member ID….
and reward points even after placing it on the home screen. The first thing that catches the users attention on the home screen is the deals section in bright red.
and reward points even after placing it on the home screen. The first thing that catches the users attention on the home screen is the deals section in bright red.
Users got frustrated when they clicked on the available offers but could not use any because they were not applicable to them.
Users got frustrated when they clicked on the available offers but could not use any because they were not applicable to them.
Users wished to see offers only valid to them
Users wished to see offers only valid to them
Users wished to see offers only valid to them
75% of users thought the wallet tab is for e-wallet
75% of users were confused with the wallet tab
75% of users thought the wallet tab is for e-wallet
Users thought the wallet tab on the navigation bar for was e-wallet, until they opened the tab they were not able to guess it’s for the rewards section.
Users thought the wallet tab on the navigation bar for was e-wallet, until they opened the tab they were not able to guess it’s for the rewards section.
Your cart also has a toggle switch to apply the points you have available, a section to see your offers available and if the coupon applies to your cart amount.
Your cart also has a toggle switch to apply the points you have available, a section to see your offers available and if the coupon applies to your cart amount.
Your cart also has a toggle switch to apply the points you have available, a section to see your offers available and if the coupon applies to your cart amount.
Prominent display of offers available
Prominent display of offers available
Prominent display of offers available
#Highlight 3
#Highlight 3
#Highlight 3
The Solution
The Solution
The Solution
Find your member id ready to scan on the wallet section and clear information on how the reward system works. A toggle switch to use your rewards points available directly on checkout. This way you never miss on savings.
Find your member id ready to scan on the wallet section and clear information on how the reward system works. A toggle switch to use your rewards points available directly on checkout. This way you never miss on savings.
Find your member id ready to scan on the wallet section and clear information on how the reward system works. A toggle switch to use your rewards points available directly on checkout. This way you never miss on savings.
Clear Information on the rewards system
Clear Information on the rewards system
Clear Information on the rewards system
#Highlight 2
#Highlight 2
#Highlight 2
Have an easy access to member id and rewards points available right on the home screen. Know in brief how you can earn more points and redeem.
Have an easy access to member id and rewards points available right on the home screen. Know in brief how you can earn more points and redeem.
Have an easy access to member id and rewards points available right on the home screen. Know in brief how you can earn more points and redeem.
Get easy access to member ID
Get easy access to member ID
Get easy access to member ID
#Highlight 1
#Highlight 1
#Highlight 1
Purchase
Purchase
Purchase
Understand what makes users close the application before purchase.
Understand what makes users close the application before purchase.
Understand what makes users close the application before purchase.
Visibility
Visibility
Visibility
Quantify what is blocking loyal customers from using the rewards program.
Quantify what is blocking loyal customers from using the rewards program.
Quantify what is blocking loyal customers from using the rewards program.
Engagement
Engagement
Engagement
Determine how users will engage and take advantage of the rewards program.
Determine how users will engage and take advantage of the rewards program.
Determine how users will engage and take advantage of the rewards program.
Target has a lot of loyal customers who contribute to its daily active users. These loyal customers expect personalised offers, reminders, and ways to maximise their savings.
Target has a lot of loyal customers who contribute to its daily active users. These loyal customers expect personalised offers, reminders, and ways to maximise their savings.
Target has a lot of loyal customers who contribute to its daily active users. These loyal customers expect personalised offers, reminders, and ways to maximise their savings.
Research & Insights
Research & Insights
Research & Insights
Users easily accessed rewards on competitor apps but struggled to fully benefit from Target’s loyalty program.
Falling behing competitors
Lack of visibility and accessibility
Users were frustrated by the lack of offers or promotions, even with membership, and the difficult access to their member ID, which delayed checkout at the store.
Usability Challenges
Users faced difficulties navigating, finding products, and completing transactions due to excessive steps before reaching their destination.
“I am a loyal customer but never knew how the reward system works, couldn't maximise my savings and switched to walmart for offers and savings.”
-Julia Saha
Target has a lot of loyal customers who contribute to its daily active users. These loyal customers expect personalised offers, reminders, and ways to maximise their savings.
Users got frustrated after facing difficulty in completing purchases, and not having a seamless experience which declined its daily active users.
Why did users struggle?
What one of the users had to say
The Process
The Process
The Process
15 User Interviews and contextual research
Analyzed data and priortized solutions
Prototype, usability test and iterate
Informed UI design Decisions
Prototype, usability test and iterate
Prototype, usability test and iterate
15 User Interviews and contextual research
15 User Interviews and contextual research
Analyzed data and priortized solutions
Analyzed data and priortized solutions
Informed UI design Decisions
Informed UI design Decisions
Integrate a visible and easily accessible reward points system on the Target app for quick access and engage loyal customers while solving the business goal of increasing customers and sales.
Integrate a visible and easily accessible reward points system on the Target app for quick access and engage loyal customers while solving the business goal of increasing customers and sales.
Integrate a visible and easily accessible reward points system on the Target app for quick access and engage loyal customers while solving the business goal of increasing customers and sales.
What is the focus of my project?
What is the focus of my project?
What is the focus of my project?
No new features or Innovation
No new features or Innovation
No clear information on rewards program
No clear information on rewards program
Ineffective marketing & promotion
Ineffective marketing & promotion
What is the problem?
What is the problem?
What is the problem?
Identify why target has seen a fall of 8.6% in the daily active users on its mobile app while being one of the most popular platforms with loyal customers.
Some factors that contribute to the decline
Identify why target has seen a fall of 8.6% in the daily active users on its mobile app while being one of the most popular platforms with loyal customers.
Identify why target has seen a fall of 8.6% in the daily active users on its mobile app while being one of the most popular platforms with loyal customers.
Some factors that contribute to the decline
Timeline
Timeline
Sep'23 - Dec'23
Sep'23 - Dec'23
Team
Team
Sole researcher & Designer
Sole researcher & Designer
Tools
Tools
Figma, Protopie, Notion
Figma, Protopie, Notion
My Role
My Role
Analyzed app usage data and UI audit
Conducted usability test and 1:1 interview
Designed early sketches and high fidelity prototype
Conducted User interviews
Analyzed data and designed wireframes
Created high fidelity prototype & tested
Lack of user engagement and visibility
Lack of user engagement and visibility
Target Redesign
Target Redesign
Hop on to my next project
Hop on to my next project
Hop on to my next project