Virtual Patio

Virtual Patio is a beta test project that explored ways in which Target could enhance the in-store experience digitally. The project revolved around users creating their desired virtual outdoor living space and shopping the array of merchandise on Target.com.

Role Timeline
Senior Designer 3 months

Background

As a new beta test for Target, it was important to create a successful product that provided the user with a revitalized in-store experience. The goal was to inspire discovery and increase conversion in Target’s outdoor living category by helping customers visualize their outdoor space more easily while shopping at Target.

Users

We focused on the following two user groups based on the typical Target consumer shopping for outdoor living products:

Young Couples
Millennials are seeking affordable items to decorate their home that reflects their lifestyle choices.

Families
Creating an environment that is an extension of their personal style where they can spend quality time with friends & family.

Consumers continue to view their outdoor space as an extension of their indoor space. Before purchasing large items, users want to imagine these items in their home. They are using stores to get the look and feel of products before ordering online, or to talk to an expert and feel more confident in their online purchase. The UX designer and I collaborated to structure the experience to reflect the project’s goals for user interaction. The user journey entails:

Painpoints

Designing an in-store digital experience was new for me and presented challenges that needed to be addressed before sketching:

In-store accessibility
The UX designer and I needed to determine several factors, like screen size, screen format, and location of the experience, in order to be in compliance with ADA guidelines.

CGI + interactions
I worked with the CGI team to understand the complexities of creating these models, so we can ensure that they have a realistic and to-scale appearance. I also collaborated with the engineers to understand how we would allow users to interact with the created models.

Checkout
Target has a vast online assortment of products, especially for the outdoor living category. We focused on online products because they have a much greater inventory supply than in-store. The UX designer and I were tasked with explaining to users that purchasing was online-only and not in-store when checking out.

Competition

Our team explored and compared competitors in the augmented home space to understand the marketplace better. We discovered two points that were vital to incorporate into our experience:

Explanation of the experience
For first-time users, guiding them through the experience was a key component. Competitors, like Magnolia, explained different interactions available while using their augmented experience.

Textures & scale
Users want to understand how these products can live within their own space, so it is important to provide accurate scale, textures, and materials for products.

Process

As the lead designer, I focused on developing an user interface that integrates with digital platforms, like Target.com and the Target app, as well as with the Target in-store experience. Through several rounds of wireframing and prototyping, we developed a consistent on-brand interface that met users’ needs.

Outcome

Virtual Patio allowed users to shop beyond the physical store while being inspired to create their own outdoor living space. In May 2018, peak season for outdoor living purchases, the beta project was tested in five stores throughout the United States.

View the Virtual Patio demo video below:

Tutorial
In partnership with the UX designer, I developed a straightforward tutorial to explain what users can do in the experience. Here’s how it works:

• Select, move and rotate an item

• Change colors

• Swap for an alternate item

• Add to cart

• Purchase with mobile checkout

Customize
In this environment, users can customize their outdoor space by rearranging, rotating, and swapping items available on Target.com.

Interactions
The UX designer and I defined key movements users could do while interacting with the experience. Users can:

• Tap to select an item to learn more about the product

• One-finger drag to move an item

• Two-finger hold to rotate an item

Results

In 2018, Virtual Patio was tested for one month. The results were:

• 3,900 sessions

• 430 items added to cart

• 70 SMS & QR codes sent

These results met business expectations and provided valuable insights for our team to further improve the experience moving forward. In future iterations of this experience, the team will focus on:

• Rewarding users for interacting with the experience

• Developing a more seamless checkout for available in-store products

• Expanding the user interface to support other categories at Target