Role
UI/UX Designer & Researcher
Company Overview
Target Corporation is an American retail corporation. The eighth-largest retailer in the United States, it is a component of the S&P 500 Index. Target established itself as the discount division of the Dayton's Company of Minneapolis, Minnesota, in 1962; it began expanding the store nationwide in the 1980s and introduced new store formats under the Target brand in the 1990s.
Problem
Thousands of people daily use eCommerce websites for Online purchases, we have to provide a good user experience to complete their purchase items without any issues. The user flow needs to be simple and clean in target.com. The user flow was missing because of too many clicks to reach the item.
Goal
A digital solution that brings all Users a feel-good experience while using the application. We redesigned the application that allows quick and easy purchasing with fewer click actions.
Logo Folio
Logo-Color Theory
Why Red?
It’s a very strong color and can elicit strong reactions in people. Lightening it to pink makes it more feminine and romantic while darkening the hue to maroon makes it more subdued and traditional.
Why White?
White is tied to purity, innocence, and positivity. White is also very popular in minimalist designs, due to its neutrality and simplicity. Like black, white easily takes on the characteristics of other colors it’s used with.
Actual User Flow
Pain Points
Usability Studies
Competitive analysis
A competitor analysis allows UX designers to find out if there are any gaps in the market. For example, through your research, you may discover a feature that your competitors' products do not have.
Card Sorting
Information architecture
Even though I used card sorting to fit the goals of the application, I decided to even simplify the categories in the information architecture.
Low Fidelity Wireframes using XD
Web
Mobile
Style Guide
Colors used
Fonts used
High Fidelity Mockups
Web
Mobile
