49. DIFFERENCES IN
NAVIGATION EXPERIENCE
Navigation in-store was a lot easier for me. It was easier because
there was signage over every category and you did not have to go
to one category to reach another. Navigation in-store was more
visual and less ‘thinking.’ Online navigation was more difficult
because the category of ‘home improvement’ was not a main
category on the tool bar and you had click on another category to
get to the next category, where you item was located. I found my
item quicker in-store than online and it was kind of frustrating
online, not knowing where to click. If you typed in ‘drill,’ the item
appeared, but it was difficult to locate when using the navigation
system.
50. IN-STORE NAVIGATION
DIFFICULTIES
When trying to find a cordless drill in-store, it was difficult
discovering which floor the home improvement section was on. I
had to look around me and decide if power tools would be located
any where near the sections that surrounded me. I noticed that
clothes, food, and health items were around me, so I decided to
travel to the next level. From the escalator, it was easy to find the
home improvement section. I looked to the left first and saw the
signage hanging from the ceiling. I walked to that section and found
it right away. It was difficult deciding which floor because I am not
used to two story targets.
51. ONLINE NAVIGATION
DIFFICULTIES C
When looking for a cordless drill online, it was difficult to find it
under Target’s navigation categories. My first choice was installation
services because I assumed you use a drill to install things. The
second closest category was electronics, but when you visited
electronics it only provided you with GPS, audio, and television
devices. If you scroll down, ‘automotive’ was listed so I clicked
there. Once I clicked automotive, it was easy to navigate from
there. Once on the automotive page, a new toolbar appears, giving
you more options. Under this new toolbar was storage so I clicked
on that, but that too was wrong. It then provided a new toolbar that
read ‘home improvement.’ This category was right and listed ‘power
tools,’ where I found the cordless drill. It was difficult to decipher
which category to choose that would lead me to the correct
category.
52. OBSERVATION D
I believe customers would prefer shopping in-store. Since Target is a
store which contains a variety of things, customers would be more
likely to shop in-store than online. Also, from my experience, it is
easier to shop in-store because of their large variety of items. Target
has so many things that it is overwhelming to shop online.
Navigation is easier in store and there is less confusion as to what
category things might be listed under. I believe it is easier to shop
when you have the items in front of you and you can navigate
yourself.
