My Role
Worked as consultant mainly focus on defining the flow and interaction detail, also applied Target existing design style guide for the final visual touch.
Background
Joined the new established tablet team was around July 2014 when Target just started to build a product team in San Francisco. Helped the team creating a brand new account management system for Target iOS tablet app that allows users to access and manage their orders, payment detail for Holiday shopping season launch.
Goals
Discoverability
Guests had trouble accessing guest account management from the existed features. One goal of the redesign is to increase the discoverability of GAM.Sign in rate
Tablet app had much lower sign in rate compared to other device. Team expected to increase sign in rate for user to manage and track orders with more comprehensive features.Guest conversion
Team were expecting to have higher conversion rate of converting guest accounts to registered accounts and also to bring up the user engagement.
Challenges
Urgent deadline
The app was aimed to released before holiday season in order to catch up the big sale. Therefore, there were only had 3 months to work on 1st release.Huge scope
Designed other features parallel such as browse experience, stores locations and Target list. It required me to work with different PMs for prioritization.New product learning curve
In order to understand Target's business complexity and the way of operating business , I relied on PMs' knowledge sharing and worked with them closely.
Wireframes: order management
Final Deliverbles
Outcomes
Increased sign-in rate by 300% and also new account created by 40%