Target App
The Target App project was centered around enhancing the payment and membership reward experience. Our goal was to address issues identified in quarterly reports that showed low utilization and frequent failures in reaching the barcode for rewards and discounts. The project involved close collaboration with stakeholders, extensive user research, and multiple A/B tests to refine the wallet UI and user flow. Our efforts led to a more intuitive and efficient experience, significantly improving click-through rates and overall guest satisfaction.
I. Situation
Target identified a critical issue in their app's payment and membership reward experience. Users were not effectively utilizing the barcode for rewards and discounts, often failing to reach it during transactions. This inefficiency negatively impacted user satisfaction and the overall effectiveness of the membership rewards program. Our objective was to redesign the wallet UI and user flow to enhance usability and increase the usage of membership rewards.
II. Task
As the UX Designer, I led the redesign of the payment and membership reward experience within the Target App. This involved a series of critical steps to ensure a user-centered approach and successful implementation.
I began by conducting comprehensive user research to pinpoint pain points and identify areas needing improvement. This research provided valuable insights into how users interacted with the app, particularly in relation to barcode usage and rewards application. I then collaborated closely with stakeholders to advocate for changes that prioritized user needs while aligning with business objectives.
With a clear understanding of user pain points, I designed and tested multiple iterations of the wallet UI and user flow. Each version was refined based on feedback and usability testing, ensuring that we addressed issues and enhanced the user experience effectively.
Coordination with the software team was crucial in this process. We implemented the proposed changes in a pilot phase, which allowed us to gather real-world feedback and make necessary adjustments before rolling out the updates to full production. This approach helped ensure that the final design was both functional and well-received by users, ultimately improving the overall payment and rewards experience within the app.
III. Action
We started with comprehensive user research, employing surveys, interviews, and usability tests to gather deep insights into user behaviors and preferences. This research revealed significant challenges users faced when trying to access their barcode for rewards and discounts, which became a focal point for our redesign.
Collaboration with stakeholders was critical throughout the project. We held regular meetings to share our research findings and advocate for necessary changes. This ensured our design decisions were aligned with Target’s business objectives and addressed user needs effectively.
Our design process involved creating and testing multiple versions of the wallet UI and user flow. Through extensive A/B testing, we evaluated each version to determine the most effective solution, making iterative refinements based on real user feedback to enhance usability and functionality.
Implementation was a collaborative effort with the software development team. We first introduced the new design in a pilot phase with a select group of users, carefully documenting and analyzing their feedback and usage data. This allowed us to make final adjustments before the full production rollout.
After successful pilot testing and thorough analysis, we proceeded with the full rollout of the changes. We ensured that all documentation and support resources were in place to facilitate a smooth transition for all users.
IV. Results
The redesigned wallet UI and user flow led to several notable improvements. We saw a 4% increase in the utilization of the barcode for rewards and discounts, based on analytics from the first quarter post-rollout, indicating that the redesign effectively addressed previous usability issues. User satisfaction scores improved by 12%, as reflected in post-implementation surveys, showcasing the positive impact of the new design on overall user experience. Additionally, click-through rates for accessing the barcode rose by 9%, demonstrating enhanced ease of navigation. The pilot phase confirmed the design's effectiveness and facilitated a smooth full production rollout, with fewer than 2% of users reporting issues during the initial month. Effective stakeholder engagement throughout the project ensured a streamlined approval process and timely implementation of the redesign.
These results underscored the importance of rigorous user research and iterative testing in making impactful UX improvements. By focusing on the user experience and aligning it with business goals, we successfully enhanced the payment and membership reward experience in the Target App.