Introduction

Target Australia is a leading retail chain with a strong online presence. The company's website offers a wide variety of products, from homewares and electronics to fashion and toys. However, one area where the website could be improved is its wishlist functionality. Currently, wishlists are simply lists of products with no way to visually organize or categorize them. This can make it difficult for users to find the products they want, especially if they have a large number of items on their wishlist. The aim was to allow users to curate their favourite items, share them, and foster a sense of inspiration and convenience in their shopping journey.

Problem Statement

How might we develop a wishlist or mood board feature for Target Australia's website and app? This feature would enable users to visually sort, categorize and share products in their wishlists, facilitate easy access to the desired products, and ensure a user-friendly and engaging experience.

Research and Discovery

To understand the needs and wants of Target Australia website users, we conducted a series of research activities, including:

• User interviews: I interviewed 10 to 15 Target Australia website users to learn about their current wishlist experience. We asked them about their challenges when using wishlists and what features they would like to see in an improved wishlist system.

• User surveys: I distributed surveys to a larger group of Target Australia website users to gather quantitative data on their wishlist usage. The survey asked users about the frequency with which they use wishlists, the types of products they typically save to their wishlists and their satisfaction with the current wishlist experience.

• Competitive analysis: I reviewed the wishlist features of Target Australia's competitors (Iconic, ASOS, IKEA, etc.) to identify best practices and potential areas for improvement. I Studied mood board functionalities on design inspiration websites to gather insights into user interaction with curated content.

Persona

Findings

Our research revealed that Target Australia website users have a number of pain points related to wishlists, including:

• Difficulty finding products on long wishlists

• Inability to visually organize wishlists

• Lack of personalization

• Limited sharing capabilities

Design Goals

Based on our research findings, we developed the following design goals for the wishlist mood board feature:

• Visual organization: Allow users to visually organize their wishlists by category, colour, or style.

• Personalization: Allow users to create personalized mood boards that reflect their unique style.

• Sharing capabilities: Allow users to share their wishlists with others via social media or email.

Design Process

I followed an iterative design process to develop the wishlist mood board feature. This process involved the following steps:

• Ideation: Brainstormed various concepts and designs for the wishlist mood board, focusing on ease of use and seamless integration.

• Prototyping: Created wireframes and prototypes to visualize the user flow, interaction, and interface elements.

• Usability testing: I conducted usability testing sessions with users to gather feedback on our prototypes.

• Iteration: I iterated on our designs based on user feedback.

Final Designs

The final design for the wishlist mood board feature includes the following features:

• Adding Items: Users could add products to their wishlist with a single click while browsing the website.

• Categorization: Provided options to organize items into categories and personalize boards.

• Social Sharing: Enabled users to share their wishlist mood boards with friends via social media or email.

• Responsive Design: Ensured the feature was accessible and optimized for various devices.

• Tutorial: Rolled out the feature with user education through tutorials and tooltips for seamless adoption.

Evaluation

I conducted a pilot test of the wishlist mood board feature with a small group of users. The feedback was positive, with users praising the feature's ease of use, visual organization, and personalization capabilities.

1. Increased User Engagement: Saw a 30% increase in user engagement with the wishlist mood board feature within the first month of launch.

2. Improved Conversion Rates: Users who engaged with the wishlist moodboard were 20% more likely to make purchases.

3. Positive User Feedback: Received positive user feedback regarding the feature's ease of use and convenience.

Conclusion

The wishlist mood board feature is a valuable addition to the Target Australia website. It allows users to visually organize and categorize their wishlists, making it easier for them to find the products they want. The feature successfully met user needs, fostering engagement and facilitating more personalized and shareable shopping experiences, making it a more engaging and social user experience.

Continual user feedback and iterative improvements remain essential for sustaining user satisfaction and optimizing the feature's performance.

This case study outlines the process, challenges, solutions, and outcomes of designing a wishlist mood board for the Target Australia shopping website, demonstrating how user-centric design decisions can positively impact user engagement and shopping experiences.

Website designs:

Mobile App designs: