Target - Owned Brands Digital Experience Strategy
Challenge
Target's brands need a refined and unified digital strategy that delivers a consistent user experience across all of Target's owned brand portfolio. The strategy should communicate each brands unique identity and value proposition while clearly communicating and intuitive and functional marketing message.
Action
Research, analyze, and define Target's digital pre-launch and launch digital experience for all of Target’s owned brands. Develop an information architecture and marketing ecosystem of integrated communication messages that clearly articulate the brands purpose, promise, and function. Redesign how content variations display across web and native apps.
Results
Redefined and transformed our digital lookbook and launch experiences for all of Target’s limited time offering brand collaborations and owned brand portfolio. By bringing the design of these web and app experiences in-house Target saved over $11 Million, decreased returns by 89%, increased conversion by 261%, and improved product sell-through by 94%.
Future Roadmap
Conduct extensive user testing and site research and analyze quantitative and qualitative data to uncover user pain points and frustrations. Continue refining the digital content, architecture, hierarchy, and messaging to solve for ever changing experience design challenges.
