I was a UX designer for this project in 2022 brainstorming different challenges, ideating early concepts, presenting to leadership, and delivering final assets.
I worked in a cross-functional team that included 2 additional UX designers, 2 product managers, and 2 engineers.
58% of customers feel more favorable towards companies whose apps that remember their past behavior
Customers have trouble comparing items and spend a lot of time deciding
Have to scroll too much to find brands/items they actually like/need
“I want to get the best shopping experience tailored to my varying daily needs while staying true to my values”
Female
35
Married
Stay-at-home parent
Susan is a former product manager who recently transitioned to a stay-at-home mom to be with her two children, ages 6 months and 4. She enjoys hosting guests at her home and entertaining her children everyday.
She's friendly and loves talking with other parents and their kids. Her schedule varies each day because of her kids' school, extracurriculars, PTO, and other volunteer opportunities, and that dictates how much time she has to spend on errands.
She values efficiency, flexibility, and sustainability. She takes pride in using cooking with quality ingredients and keeping the house clean. With cooking, she likes to meal prep to make sure that there are healthy snacks for kids when they are hungry.
Susan is an efficient buyer. She practices brand loyalty, enjoys meal prepping, and often takes her kids grocery shopping.
She's often busy and short on time, and is looking for a shopping experience that caters to her needs.
Susan looks for an experience that is budget friendly and convenient.
Provide Target customers with the ability to streamline their visit with the use of a shortest route feature
Remove the confusion and frustration from the shopping experience
To integrate the digital shopping experience at Target with the physical shopping experience
Create a more personalized shopping experience for Target customers
How may we seamlessly integrate grocery shopping into the shopper's daily life?
How may we help the shopper find their priority items while ensuring that they stay within their desired budget?
How may we help shoppers find (new) products that meet their ethical / environmental goals so that they are confident in purchasing?
How may we ensure that customers go through the most efficient route within the store?
How may we make shopping fun for parents and their kids?
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Lightning Demos where existing features in shopping apps served as inspiration for our rapid sketching session ⚡️
✏️ Brainstorming sesh where each member of the team completed their individual Crazy 8 sketches
Low fidelity wireframe to explore trip calculation and schedule slots
Medium fidelity wireframe displaying the aisle view of your item location
Medium fidelity wireframe exploring a step-by-step, recommended route you can take through the store
High fidelity wireframe showcasing a linked virtual and physical cart for easy checkout via QR code
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UX designers: Jennifer He, Maggie Pan
Product Designers: Azana Walker, Kate Mojica
Engineers: Jackson Heintz, Jessica Lei
Interested in working together? Have some questions about my portfolio? Wanna just say hi?
I'd love to chat over some tea or coffee. Feel free to reach out to me on LinkedIn or at vividieph.@gmail.com
For work inquiries, please fill out this quick form so that I can learn more about you and your needs! I specialize in UX/UI Design and branding. I am open to projects such as logo design + brand identity, merch design, flyers, and more!
