TARGET TRACKER
Target Employee App
Target Tracker is a mobile application that improves the Target’s Employee Experience for Curbside Pick-up while continuing to stay safe and serving the community.
Target Tracker is a mobile application that improves the Target’s Employee Experience for Curbside Pick-up while continuing to stay safe and serving the community.
As a team, we worked collaboratively to help improve the experience for the Target Team Members. In a time of Social Distancing, Guest Experience is key and in high-demand; for Target Team Members, being able to complete an order for a Guest Pick-Up is crucial, especially when Target receives 200-400 Drive Up Orders per day.
By improving the quality of Target’s Curbside Pick-up and implementing a socially distant Cubby System for guests - this not only helps Target Team Members feels safe but also improves the quality of customer service for Team Members while continuing to give back to the community.
ROLE & RESPONSIBILITIES
UI/UX Designer + UX Researcher + Content Strategist
Team Members
Jilene Jackson, Shawn Wydras, Octavia Ashton
January 21 2021 - March 2021
As the world comes to a pause and masks are becoming the new norm, curbside pickup has revolutionized the way society does retail and grocery shopping.
Knowing this, the Team's goal for the design is to improve the quality and safety of their Target Team Members. As a Target Team Member, it can be difficult to fulfill a Curbside Pick-up Order when you’re not notified of the Guest’s order status. As a collective, we’ve come up with the Target Tracker to simplify and ease the process of fulfilling orders as employees deal with large volumes of orders throughout the day.
In addition to the Target Tracker, we’ve added a Cubby Feature to separate Guests orders along with a Curbside Preference Feature for Guests to select their contactless delivery method to their vehicle to social distance as much as possible during this unconventional time.
How might we enhance the ease of fulfilling Drive Up (curbside pick up) orders for Target employees such as Target Travis?
GOALS COMING INTO THE PROJECT
Understand the behaviors and needs for Target employees who seek to fulfill curbside pick up orders. Improve the labor intensive workflow for Target Travis when fulfilling curbside pick up orders in real time.
As a team, we divided up the interview workload and interviewed 15 participants in this case study. Out of the 15 participants, 7 people were existing Target employees and some were casual customers. In the Affinity Map, a few of the key-findings in this research was that Target guests were using Target app more often for Drive-up and Order Pick-up more often since the pandemic has started.
User journey for the Target employee experience and solidifying the MVP Choice.
As a result, this map help solidified the features that will be produce in the project.
- Target drive-up
- Target pick-up
- Bullseye buck$ tipping
- Order confirmation and invoice
User journey for the Target employee.
These low-fidelity wireframes showcase my thinking process when trying to design the curbside drop pin feature to indicate to Target employees that the Target guest has arrived in the parking low.
This crazy 8 activity illustrates how the Target guest bag preference came about and later built into the design prototype.
We wanted to motivate the employees by making the application more playful throughout their experience.
To do this, as a team, we decided to add illustrations, but we also wanted to keep the iconic illustrative style that Target already uses on their website, therefore we went through Target’s site and reused the illustrations.
At the early stages of the prototype, everything began with the Material Design System as a base level of elements. We utilized Target’s pre-existing top and bottom navigation bars, in addition to their radio buttons, and scanners. As with every other project, we needed to create custom components. To add some friendliness to the prototype, most elements have rounded corners through the buttons, cubby selections, chips, etc.
During user testing, we came across a handful of glitches that needed to be redesigned and reworked.
The most notable changes that needed to be made were that the Tracker was not notable by test users and needed to be moved elsewhere from being pinned on the top of the screen. As well as, recreating and reworking the cubby’s legend/key so that it’s more comprehensive and visual understood to the users.
Now that we’ve completed our newest iteration, as a team, we’d like to re-test the prototype amongst a more focused group, primarily consisting of employees who would be theoretically using this application..
Redesigned certain screens by shortening the length and solving the problem of users not scrolling to reveal key information relevant to Guest Tina’s order.
We simplified the sign in flow to offer two user experiences; one with a full login experience and one with a simplified experience that allows a user to begin orders after being prompted from a notification.
Keeping in mind the stoplight method, We changed our colors so users wouldn’t associate certain colors with their own subconscious thinking. We added differentiators on the cubbies and key patterns to accommodate those whom might have disabilities.
After our first round of Usability Testing for the Target Prototype, we received feedback by participants and generated iterations to the design system. Here are some beneficial steps moving forward:
Kick-off with a second round of Usability Testing; in order to work out any user discrepancies during the first round. The end goal is to test out the iteration of our prototype.
As a team, adding and redefining our goals; doing another accessibility check and iteration of the prototype after a second round.
Usability Testing round. Presenting our application modifications to Target Executives in the hopes that it will be used by Target Team Members in real-time.
We also recommend conversing with a development team to check the feasibility of engineering and coding our MVP prototype system.
Through this case study, I learned a large amount of skillsets, specifically in UX collaboration and UX Design.
On a transparent level, this was my first time working in a UX team setting outside of my professional career as an Interior Designer.
Through my colleagues, I've learned so much about visual graphics, UX design phases, and with my color psychology expertise, I was able to bring up design challenges when cultivating the color scheme and vocal points within the design system.
If I could do it all over again, I would set bigger goals for myself when it came to visual design and animation.
I feel more confident as a UX Designer because I am more familiarized with the UX project phases and through the support of my colleagues, I have a better understanding and grasp on the visual concept of high-fidelity wireframes. This would constantly prompt the user to take their next action and hopefully lead them to create habits within the app.
That’s the full tour, thanks for coming along!
Go back