Target Registry web
(future concept)
Celebrating your next big milestone in life is a big deal, and no small feat. We wanted to help guide our guests through their complex journey with ease and empathy. Our focus was on listening to their needs and struggles, and aiming to shine a light on where we could help them the most.
This lead us to take new approaches to how we perceived the concept of gift registry, not only in execution, but making a big mental shift in how we could make meaningful impact in unexpected ways.
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. We put a heavy lens on our baby registrants, as we saw the biggest opportunity for education and support here. These guests didn’t just need products to support them, they also need context, education and guidance.
The challenge
How do we re-think the concept of a registry to be broader and more inclusive of the many issues and hurdles that a baby registrant is going through while preparing for their new arrival? We had to really stretch ourselves to explore new methods of communication and support for these guests. We wanted to make sure they were not only covered by products to support their material needs, but also to address their emotional and mental needs as well.
The solution
We dove into research about what baby registrants were dealing with day to day, and went through many exercises that shed light on the huge number of tasks and jobs they had, most of them outside of the realm of just a registry. We proposed a new platform that would be hugely focused on giving context and injecting knowledge to help educate our guests and put them at ease. Outside of just products, we looked at editorial content, articles, tips and helpful dashboards to make this a well-rounded experience overall.
