My Account Redesign and Personalisation
OVERVIEW
Problem:
The login and account experience of the Target website was seen as outdated.
A large number of customers who check-out, do not log in to their account.
Content was minimal and didn’t provide anything particularly useful.
The lack of customer details in My Account hindered Target’s ability to provide a personalised shopping experience.
Opportunity:
Improve the customer experience of the login/ My account flow, ensuring customers see the value, which in turn drives engagement.
To introduce content that would allow for a more personalised shopping experience, and therefore improve customer retention and satisfaction.
My role:
Conducted discovery research, through to designing hi-fidelity prototypes
UX activities: user interviews, card sorting, workshop co-facilitation, usability testing, UI design
DESIGN PROCESS
DISCOVERY & DEFINE PROBLEMS
User flow
I mapped out the current user flow to understand the login and My Account experience
User interviews
Conducted interviews to understand customers’ current experience, and probe about their expectations regarding a personalised shopping experience.
Key learnings: the main reason users log in to My Account is to check their order status, or to speed up the check-out process. There was a desire for more options in My Account.
Alignment workshop
I co-facilitated an alignment workshop using the Jobs-to-be-done framework.
As there were a significant amount of customer queries regarding their order status, the experience of the order tracking needed to be prioritised and aligned with the My Account redesign.
Card sorting
Card sorting
Conducted an online card sorting exercise with existing Target customers to group the new content of My Account.
DESIGN
Lo-fi designs to validate
A basic prototype was designed based on the discovery findings, and were further validated through usability testing
FINAL DESIGNS
DELIVER
Login experience
Moving from its own page to a drawer component that slides in from the right hand side, giving users more ease to navigate back to their shopping experience.
Bringing up the visibility of the Sign up form, by having it next to the Log in form within a tab.
Improved the UX writing to give more helpful information.
My Account screen
Following from the Login design, we removed the need for a My Account landing page, and placed the navigation of the My Account content within the drawer.
New icons are introduced in-line with the new styleguide.
Future state designs to include additional menu categories, to further personalise the experience.
RESULTS & LEARNINGS
Result:
Research findings highlighted what customers were expecting within a My Account section of the Target website.
Solutions were prioritised based on what was most important to users, and were broken up into smaller achievable stages throughout the development sprints.
Learnings
It was important to break down the work, so the team could incrementally deliver parts of the solution without having to wait for the full design to be completed.