Target Registry App
We had the opportunity to redesign the Target Registry app experience from the ground up. Replacing the older experience with a fully redesigned and native app platform was no small task. We always approached the app with our Registrant guests in mind, and making sure the experience was truly tailored to their needs, and celebrated their new milestones in life.
My role was to lead the strategy, design and UX of the iOS and Android platforms. I played an integral part in each screen of the experience, from concept, to polished designs, to handoff and collaboration with our engineers.
The audience
We have a subset of our regular guests that are focused on the next big step in their life journey, be it having a baby, getting married, or even celebrating smaller moments like birthdays and anniversaries. These guests have a stronger emotional quotient in their tasks, so we paid extra attention to keeping things simple and focused for them, helping to lighten the load of their already packed to-do lists.
The challenge
With all that goes into these big life events, a registry is often another hurdle to overcome, and most guests don’t know where to start. There are a lot of categories to consider, and making decisions can be hard without some guidance. We also wanted to celebrate our guests and their events, while delivering moments of fun and joy along the way.
The solution
We set out to create a dedicated experience just for the registrant guest, separate from their normal Target shopping experience, as we heard from them that they already have that mental separation and wanted to feel special. We made the onboarding process simple and friendly, and provided many guiding moments throughout the app. Little joyful moments achieved through images, animations, and yes even some confetti, helped elevate and celebrate the guest.
