Bullseye: An Augmented Reality Product Locator for Target

Write intro here

Category: Strategic Forecasting

Skills: Digital Strategy, Trend Research, Concept Development

Timeframe: Apr. 2022 - Nov. 2022

Context: 2x4 Inc.

Role: Design Strategist

Competitive Analysis

Customer Analysis

Competitor Analysis: Digital Integration

Target, however, is lacking compared to competitors when it comes to digital innovation and integration in physical spaces. These are as follows:

  • Real-time data (med.)

  • Seamless shopping (high)

  • Product education (high)

  • Integrated service tools (med.)

  • Interactive product display (med.)

  • Interactive demos (med.)

Customer Analysis: Target

To better understand the important of digital integration with physical retail, we started by analyzing Target’s customers and how digital integration might be important to them.

From our analysis, including stakeholder interviews and Target’s own customer research, we discovered that omnichannel guests tend to be Target’s best guests, making the relationship between digital and physical especially critical.

User Flow

Lo-Fi Wireframes

Projections

  • Estimated 8% growth over next 10 years for in-store retail experiences

  • Increased customer satisfaction

  • Fully integrated CX experience

  • Increase in-store app usage by 22%

  • Decrease in Locate moment duration by 18%

Takeaways

  • Omnichannel is the future of retail, in-store and out-of-store

  • For big-box retailers, product finding and deal advertising are the most important needs

  • Omnichannel strategy should be defined by scale vs. frequency of in-store digital experience

  • Visual consistency between analog and digital channels is critical to omnichannel retail

Lo-Fi Wireframes

Projections

  • Estimated 8% growth over next 10 years for in-store retail experiences

  • Increased customer satisfaction

  • Fully integrated CX experience

  • Increase in-store app usage by 22%

  • Decrease in Locate moment duration by 18%

Takeaways

  • Omnichannel is the future of retail, in-store and out-of-store

  • For big-box retailers, product finding and deal advertising are the most important needs

  • Omnichannel strategy should be defined by scale vs. frequency of in-store digital experience

  • Visual consistency between analog and digital channels is critical to omnichannel retail