Target Shop N' Go

Team Member/UI Designer

UX Design at Northwestern University focused on user’s experience in both physical and digital design. The final assessment in this class was a group project. Our group chose to create a digital product for Target shoppers to be able to check out their items as they shop without having to waste time in long lines.

Timeline

Sep 2019 - Dec 2019

Process

User observations, user interviews, persona boards, journey mapping, physical prototyping, wireframing, digital prototyping, user testing

Team

Three fellow classmates

Tools

Laser Cutter, Adobe Xd, Adobe Illustrator, Paint, iMovie

01/

iPad App Prototype

My specific role on the team was to create the digital and physical prototypes for our final project. I used Adobe Xd (and then later Figma when we got in touch with Target) to create the user's iPad experience.

02/

Laser Cut Physical Prototype

I was able to use my machine shop skills as a design engineer to make a "camera" and "credit card swipe" out of thin, laser cut balsa wood. I created vector files and used the Laser cutter to bring them to life.

03/

iMovie Storyline Video

We wanted to be able to communicate to our users how our product and app would be useful, so we decided to film our user's journey (my journey) as they (I) went shopping at Target!

iPad App Prototype

Research

We wanted to fully immerse ourselves in the experience of a user, so we headed over to Target to talk to our potential users. We spoke with customers and with target employees to make sure we heard the thoughts of all of our users.

Customer Needs

  • Efficiency: minimal wait times at registers

  • Freedom: the ability to roam around the store (the “traditional” shopping experience)

  • Ease: a streamlined, intuitive process

  • Privacy: a way to check out when you have ~sensitive items~

  • Options: for cash, credit, assistance, etc.

Employee Needs

  • Theft: how can we prevent it?

  • Restricted Items: how would someone buy alcohol?

  • Job Security: how do we prevent layoffs?

How Might We Improve Target Shoppers Experience?

More Efficient  -  More Accurate  -  More Intuitive  -  More Accessible  -  Faster  -  More Reliable

User Personas

Name:

Occupation:

Age:

Technology Level:

Quote:

Laura

Student, Material Science Engineer

20

Very high, loves learning about nanobots. Loves shopping. The least patient person ever.

“I think it’s a better idea to have the app and cart provided by Target because I’m not comfortable with putting my credit card info on my phone and I don’t want to rely on an app to get my necessities. What if my phone is dead! I absolutely love the idea of being able to get in and get out of the store! My Target is super close to my college so it’s always packed which is making me avoid it.”

Name:

Occupation:

Age:

Technology Level:

Quote:

Patti

Retired!

82

Very low. Does the thing on FaceTime where you can’t see her face. No technology at all aside from iPhone 5 that she shares with her partner.

“I never thought that I would use self check-out when THOSE first came out, but I use it at Walmart and Target all the time now.  This seems tricky but maybe you could teach me how.”

Name:

Occupation:

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Technology Level:

Quote:

Bradley

Art therapist

35

Medium-low, uses iPhone because her kids got it for him. Still doesn’t quite get how to switch between apps.

“I think you were right to switch to an in-store app because I just bought my iPhone and have almost no idea how to use it. Based on what you showed me of the app I feel like I could figure it out in the store because it’s a big screen and it looks just like my computer at home”

Wireframes and Prototypes

Laser Cut Physical Prototypes

I created the Adobe Illustrator vector files and sent them to the Laser Cutter. We made a camera and a card chip reader.