TARGET ON POINT

Target on Point is a reimagined retail experience that promotes in-store customer engagement by integrating the best aspects of

e-commerce within brick-and-mortar retailers. 

 

My responsibilities included user observation studies, user interviews, journey mapping, personas, and the visual design of the kiosk user interface. 

Client: NCR Corporation

Role: User Research, UX Design, Visual Design

Team: Lyle Kim, Kim Wang, Janet Tanzy

Duration: 5 Weeks

BACKGROUND

PROBLEM SPACE

In the past decade, the growing popularity of online shopping has lowered customer engagement in brick-and-mortar stores. This is a problem for retailers, as shopping in-store increases sales per customer. 

 

In Fall 2017, NCR Corporation came to the interactive design students at Georgia Tech with this task: get shoppers back into stores and make it a delightful experience. 

The consumer retail space is changing as we know it. In the last 15 years, the onset of e-commerce and technological advances has changed how consumers buy and think about buying products. Traditional brick and mortar stores are struggling to keep up and adapt. 

However, brick and mortar stores have the advantage of readily allowing customers to interact with merchandise. Keeping this in mind, we explored how we could leverage such opportunities. 

GOALS

+ Identify opportunities to increase in-store customer engagement

+ Merge the best aspects of e-commerce with those of in-store

shopping into a single, streamlined experience

CONSUMER JOURNEY MAP

KEY FINDINGS

As a result of market precedent studies and stakeholder interviews, we used our research to build a customer journey map, noting customer touch points and pain points. We identified the most severe problems in these areas: in-store assistance, payment, and ineffective post-marketing efforts. Moving forward, our goal was to improve these aspects of the in-store shopping experience.

+ In-store assistance is often an unsatisfactory service, as employees are often not as familiar with store layouts as customers expect them to be. 

+ The checkout process is one of the key detractors from shopping in brick and mortar stores, as lines are often long and slow.

+ Most post marketing efforts are ineffective, as customers often ignore emails and other advertisements once they leave the store.

USER PERSONAS

MILLENNIAL MEG

+ Student who likes to browse in-store on days off

+ Often looks up merchandise online before testing it in stores

Prefers shopping in-store to explore but hates it when she can't find specific items

+ Likes to shop at places that she considers trendy

DOMESTIC DEBBIE

"I need to find the best quality for the price." 

+ Busy mom who goes shopping one her days off

+ Likes to make informed purchases but doesn't have a lot of time to research products and promotions

+ Wants to get in and out quickly when she goes shopping with her kids

Will sometimes go by herself or with a friend to have a more leisurely shopping experience

INDIFFERNT ISAAC

"I like to get in and out while finding the lowest prices.

+ Bachelor who hates spending a lot of time shopping

+ Priorities are finding the cheapest prices in the fastest way possible

+ Shops in-store so he doesn't have to wait on shipping time but hates standing in line at checkout

+ Sees shopping as a chore

CONTENT STRATEGY

After identifying the opportunities for development, we outlined features that were need to eliminate customer pain points in in-store assistance, payment, and post marketing. 

ASSISTANCE

+ Search products

+ Filter products

+  Product details 

PAYMENT

+ View cart contents

+ View subtotal before purchase

+ Quick and easy payment

POST MARKETING

+ Engage with exciting ads

+ View in-store promotions and specials

DESIGN CHALLENGES

Because the kiosk interface works in conjunction with an overall retail experience, the main challenge was designing an interface that connected back to the physical brick-and-mortar space. To address this, we linked aspects of the user interface with physical components in the store, such as the cart, store layout, and items embedded with RFID tags.

VISUAL DESIGN

In creating our final product, we would given the opportunity to build our aesthetic around a particular brand. We chose Target, since it is seen as one of the trendiest among well-known mass merchandisers, it as conveys a modern and bold image. By combining our interactive additions, we were able to create an elevated product.

Here is the resulting breakdown of the interface: 

DYNAMIC ADS

The homepage doubles as a platform for store promotions and specials, increasing customer awareness and enhancing overall brand engagement.

EASILY SEARCH AND FILTER

Customers can easily search and filter products available in-store based on price, brand, deals, and item type.

QUICK ACCESS TO PRODUCTS

As an alternative to searching items, customers can scan products they already have on hand to view product details like reviews and similar products.

EFFORTLESS

PAYMENT

Customers pay by syncing their cart to the checkout system without needing to unload groceries at checkout, leading to fewer and faster lines. 

FUTURE EXPLORATIONS

We hope to keep iterating through this concept, developing more exciting ways to increase customer engagement by leveraging up and coming technology in the retail space. This includes uncovering more inherent advantages in brick and mortar stores and enhancing them to compete with e-commerce.