Virtual Patio
An Elevated Digital In-Store Experience for Target Guests
Design a patio you love
True-to-life scale, dimensions & textures
Swap products & scenes
The Challenge
Help guests visualize and build the patio of their dreams.
The primary objective of this beta test was to craft a successful product that would elevate the in-store experience for guests. The aim was to encourage exploration and boost conversion rates within Target's outdoor living category by facilitating customers' visualization of their dream patio spaces. Additionally, the Virtual Patio test was a foray into further exploration of digital shopping experiences integrated directly in-store.
We directed our attention toward two distinct user groups, aligning with the typical Target consumers shopping for outdoor living products:
- Young Couples: Millennials in this category are actively seeking budget-friendly items to adorn their homes, reflecting their unique lifestyle preferences.
- Families: For families, the aim is to create an outdoor space that seamlessly extends their personal style, facilitating quality time spent with friends and family.
Consumers today continue to view their outdoor areas as an integral extension of their indoor living spaces. Before making substantial purchases, users aspire to visualize these items within their own homes. Many individuals visit physical stores to experience the look and feel of products, either to subsequently order online or to engage with experts and boost their confidence in online purchases. In collaboration with the UX designer, we meticulously structured the experience to align with the project's objectives for user interaction.
User Journey
CGI Detail
CGI Detail
CGI Detail
In-Store Accessibility Special Considerations
Contextual on-boarding
Considerations
Digital gets physical.
- In-store Accessibility: We had to consider various digital and physical factors, such as screen size, screen format, and the optimal location of the experience, all while ensuring compliance with ADA guidelines.
- CGI & Interactions: Collaborating with the CGI team was essential to comprehend the intricacies of creating realistic and to-scale models. This understanding was crucial for providing users with an authentic experience. Additionally, working closely with engineers allowed us to devise user-friendly interaction mechanisms with the created models.
- Cart & Checkout: Given Target's extensive online product range, particularly in the outdoor living category, we decided to focus on online products due to their significantly larger inventory. Consequently, our challenge was to clearly communicate to users during the checkout process that the items they were purchasing were available exclusively online and not in-store.
Hi-fidelity designs
The Solution
Virtual Patio
Virtual Patio empowered users to shop beyond the confines of the physical store, all while igniting their creativity to design their personalized outdoor living spaces. In the peak outdoor living purchases season of May 2018, this beta project underwent testing in five stores across the United States.
Touch-friendly UI
Simple UX patterns
Integrated ecosystem
Familiar eCommerce
Big, bold touchpoints
Thoughtful interactions
Virtual Patio demo
Check out my latest project in partnership with Abenhus:
ukiyohi.com
ukiyohi.com
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