Target Application Interface
Reporting software showed low loyalty % for in-store shopping (shoppers not using device to scan rewards, transactions, log-receipts) as well as in person reports of faulty interaction with Wallet tool of the Target App. (misuse, force-quit, loyalty abandonment, etc.) This redesign was specific to the Wallet tool of the Target Circle application. As digital wallets continue to grow in use, so can its simplicity to allow for a seamless shopping experience.
In response to low loyalty rates during in-store shopping and reported issues with the Wallet tool in the Target Circle app, our redesign strategy focused on leveraging UX research and design innovation. We combined quantitative data analysis from reporting software with qualitative insights gathered through user interviews to comprehensively understand challenges. This informed a user-centric redesign where we streamlined the Wallet tool's interface, emphasized visual hierarchy, and integrated user education within the app.
Our approach also prioritized accessibility, ensuring a seamless experience for diverse users. By synergizing data-driven insights with user-centric design principles, we revitalized the Wallet tool, addressing loyalty abandonment, misuse, and technical glitches. This redesign aligns with the growth of digital wallets and enhances the overall in-store shopping experience, fostering loyalty through intuitive interaction and efficient functionality.
