Case Study
Target
Target Corporation is a well-known American retailer that offers an extensive variety of products, including clothing, electronics, food items, home goods, and much more.
Problem
The play button on the Target apparel page is expected to show models live catwalk video of the outfit. Rather it shows a slide show of model pictures. This does not provide users a functional video to watch the outfit display.
Goals
Watch fashion catwalk videos
View product reviews to guide shopping
View fashion models in all sizes
Shop fashionable clothing
Utilize sales, clearance and deals.
Discover new fashion trends
Solution
My recommended solution is incorporating fashion catwalk videos into Target website to aid shoppers in selecting their correst size, thereby reducing customer dissastisfaction and minimizing product return rate. These videos will provide a dynamic way for consumers to see how clothing moves and fits in real-time, like during a live fashion show.
Business Goals
The goals of the business, as well as both the technical and user goals, should all align harmoniously. The central aim is to achieve customer satisfaction while also driving increased sales incorporating fashion catwalk videos. Additionally, the goals set forth by each department are strategically synchronized and interdependent upon one another, ensuring a cohesive approach to overall success.
User Goals
Revenue Growth
Strong brand identity
Customer Satisfaction
Corporate Satisfaction
Sustainable practice
Increased profit
My Process
Research *
Define *
Ideate *
Design *
Prototype *
Test *
Iterate *
Research * Define * Ideate * Design * Prototype * Test * Iterate *
Research
My research is primarily focused on conducting thorough competitor analysis as well as engaging in insightful user interviews. This comprehensive approach allows me to understand the market landscape while gathering valuable feedback directly from users.
Competitor Analysis
My research is primarily focused on conducting thorough competitor analysis as well as engaging in insightful user interviews. This comprehensive approach allows me to understand the market landscape while gathering valuable feedback directly from users.
User Interviews
I also conducted user interviews, carefully gathering valuable information from potential users of the Target website to identify their specific problems, pain points, and needs while browsing and viewing a product for their shopping experience. This research ultimately enhances the overall user experience. Additionally, the fashion catwalk video served as an exciting and engaging feature that captivated users, providing them with a unique opportunity to interact with the website products in a more dynamic way.
The videos reduced my return rate
- Zoe
Watching the flow of the fabrics and texture felt real.
- Yani
I can see the shade of color as the models walk.
- Joan
I can visualize my size correctly.
- Sam
Interview Data
The interview conducted with a total of 5 participants thoroughly reflects a variety of opinions and valuable feedback regarding the idea of adding a captivating fashion catwalk video to the website. This enhancement is aimed at making the online shopping experience more user-friendly and engaging for customers visiting the Target website, ultimately creating a more dynamic and enjoyable browsing atmosphere.
Wireframes
Key Findings
Users love the added feature of a catwalk video because they can visualize themselves wearing the clothes.
They say this will reduce order returns because a video is dynamic and they can visualize the product and sizing better to choose.
They recommend videos that show the size of the model to help decipher their size.
Define
My persona below is a fashion stylist who creates contents for social media. This requires her to shop on websites which have fashion catwalk videos because the models showcase the clothings with vivid detailing.
What is my Persona?
I would be creating a persona based on common traits and needs of individuals I have interviewed during the research. This will enable me understand my target audience clearly.
Sketches
Ideate
Site Map
My site map is carefully centered around my specific persona and their unique needs. The added feature is thoughtfully placed in a location where my user can easily find it and engage with it effortlessly. This design choice ensures a seamless experience that caters to their preferences and enhances usability.
Design
Sketching a new website feature fosters creativity and aids in visualizing functionality and user experience. This stage let me bring initial concepts to life through low-fidelity sketches, exploring different design directions. I sought feedback from friends to gather diverse perspectives for my polished high-fidelity wireframes.
Test
Total Participants : 5
Goal : To understand if the navigation flow in the wireframe is easy to understand.
Usability Testing : This test is important to ensure the platform meets the expectation of the target audience. I tested the Play button on the fashion catwalk video to ensure the users engage it seamlessly.
Analysis of test result : The usability testing achieved a 100% success rate, showcasing the design's effectiveness. All participants completed the test smoothly, highlighting a seamless experience.
Feedback: No changes were needed during the process, allowing me to complete the project without further revisions. My initial work met all standards and objectives, aligning perfectly with expectations.
Final Thoughts
This exciting project focuses on adding a dynamic fashion catwalk video feature to the Target application, enhancing the overall shopping experience for users, ensuring they enjoy a truly user-friendly and engaging interface while exploring the latest trends. It is an excellent solution that caters to the needs of online clothing shoppers. While testing this feature, many of the users loved it and wished Target actually had this recommend feature.
I incorporated the added feature seamlessly, ensuring it remains intuitive and easy for users to transcend from existing screen on website to the feature.
Prototype
I effectively translated my high fidelity wireframes into detailed prototypes to enable my users to thoroughly test the newly added feature of fashion videos integrated into the app, which provides a more dynamic experience.