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UX STRAT USA 2018 Presentation: Alison Beattie, Target

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UX STRAT USA 2018 presentation slides by Alison Beattie of Target: "The Target App’s Journey through Research, Product Discovery and Joy"

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UX STRAT USA 2018 Presentation: Alison Beattie, Target

  1. 1. #Tar-getaway
  2. 2. 33m guests a week
  3. 3. Target App Cartwheel App ? + =
  4. 4. The mission: Bring our apps together in a way that retains existing flagship users and motivates existing Cartwheel users to make the switch.
  5. 5. Target App Cartwheel App + = “Super App”
  6. 6. Fulfilling our Enterprise Strategy. Purpose To help all families discover the joy of everyday life. Positioning Target makes it easy for guests to feel welcomed, inspired, and rewarded
  7. 7. The app is my key to unlocking the best of Target. Shopping with the app puts the joy of Target in the palm of my hand, making my Target Run easy, rewarding, and fun. Anytime, anywhere.
  8. 8. Measuring Success ID Transactions We’ll know our guest better across channels. Active Users Guests will be using the app more – in and out of store. Guest Satisfaction We’ll increase sentiment and joy. Revenue Increase
  9. 9. Guest Super App Badass Shopper This isn’t what we’re building. This is. Build a Badass Shopper
  10. 10. JTBD
  11. 11. Job 1: When I know what I need, help me find it and 
 get it taken care of now.
  12. 12. Job 1: When I know what I need, help me find it and 
 get it taken care of now. Job 2: Help me build my list, maximize my savings, and minimize regrets.
  13. 13. Job 1: When I know what I need, help me find it and 
 get it taken care of now. Job 2: Help me build my list, maximize my savings, and minimize regrets. Job 3: When I have free time, help me window shop so I can get ideas for me and gifts for others.
  14. 14. 1. Remote Usability 2. Shop-a-longs 3. Prototypes 4. In-store intercepts 5. User reference groups & All the Research:
  15. 15. Unlocking Superpowers
  16. 16. This is a lifesaver. It eliminates you having to do multiple things 
 at checkout.” – Target Guest 3xReduction in time checking out “
  17. 17. So...I managed to lock myself out of my house. I didn't realize this until I got home, with my sleeping toddler in the car. I also didn't have my garage door opener AND the batteries on our external garage door key pad were dead. Perfect storm! Luckily, with the Target drive up service I was able to order batteries via the app, and get what I needed quickly – all while my little one snoozed in the car. Thank you, Target!!!” – Target Guest “
  18. 18. Drive Up Key Stats: 1:50 Average guest wait time 26% Repeat usage 89 NPS
  19. 19. Getting Real Peak Retail 2017
  20. 20. “I did most of my Target shopping over the Thanksgiving weekend from the comfort of my house in my jammies on the Target app” Target Guest
  21. 21. Tiffany’s Journey
  22. 22. We got you, girl.
  23. 23. 2xIncrease in monthly 
 repeat usage 3xIncrease in cart adds 3xIncrease in daily usage
  24. 24. Thank you! alison.beattie@target.com @alisonbeattie

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