Year: 2009/ 2010

2018 Comp Crops - target.jpg

Know me. Inspire me. Make it easy.

Affordable design for everyone. This is what Target truly believes and does in everything they do from the products they carry to the way they advertise to their customers.

Redesigning was all about bringing the Target personality and “winky” quality of their approachable yet design-focused in store brand to their online experience - always driving toward great design at a great price.

My Role

  • Design & UX Lead - Detailed Design Team

  • Client Training on Modular Design / Design Systems

  • Design Governance

Project Details

The team and project were very complex. This was a huge undertaking that required a great deal of coordination across several vendors, technologies and teams. Target was trying to stand up a brand new ecommerce platform, moving away from amazon's platform, which at the time was common for retail companies to use. It required very close work between business analyst and user experience designers to capture all the unique and complex cases around product information and checkout flows.

Personal Insights

Coming up with the big idea is not the hard part. Seeing that big idea make it to implementation – where all the details get added and business requirements get debated is difficult and requires a great deal of focus, documentation and close collaboration when working in parallel with a lot of tracks of work.

Foundational design can't be skipped. Starting with a foundational design of key patterns and experience imperatives and a great design spirit is a MUST – but the details require governance, patience and humor. This is the “unsexy” work to most designers – but it is far harder and more rewarding than coming up with conceptual work and walking away.

Details matter. I use to tote FSD documents, wireframe documents and the foundational style guide around with me reading every detail to ensure the design team was making smart design decisions in support for user needs and the greater design vision we were trying to help bring to life.

This work was completed while working as an Associate Creative Director at Sapient.

- Awarded Target Vice President Award Winner, May 2010