TARGET.COM
It was no small undertaking to build one of the world’s largest multichannel commerce platform for one of the world’s largest retailers but we were up for the challenge. It was time to live out of a suitcase, get really close to your co-workers & rack up those travel points again.
The "Everest" clock was ticking. Time to crush it with flawless delivery.
18
months on the account
20+
vendors
675K
Radisson pts earned
10
lbs gained
Sapient was the lead partner & integrator in the e-commerce re-platforming effort to unshackle Target.com from Amazon. Our main creative objective was to design a more user-friendly experience that answered business needs while still maintaining the spirit of HUGE's original design concept. Most importantly, every solution needed to be fully accessible & always secure. Because of these reasons, the project was dubbed "Everest"... & the fact that Target's decade-long relationship with Amazon had an looming expiration date.
“I cannot overstate just how inspired I am by the contribution & impact of every single person who worked on Target.com. I can only congratulate you & thank you for helping us get here."
– Rajdeep Endow, VP, Global Delivery, Sapient
The Enhancements:
- Personalization: Product recommendations, enhanced registries & lists, integrated community features, social networking integration
- Fresh design & layout: Bold graphics & playful photos, buying guides, expert advice
- Easy navigation: Improved search & navigation, consistent & clear product information, improved security, fast fun & friendly guest service, streamlined cart & checkout
The Results:
- Site launched on time & on budget in August 2011
- Global team of over 800+ (peak size) with multiple vendors led by Sapient
- Improved user experience & brand representation
- Cost savings through an efficient & streamlined business driven merchandizing & content management process
- Improved revenue through increased conversion & basket size
"Was thinking about our team – you guys are doing such a great job. "
"I appreciate your leadership & follow through on it."
"Great job Track 5! You guys absolutely rock!"
– Sarah Peterson, Guest Experience, Target
VISIT TARGET REGISTRIES
Date: 01.2010 | Agency: Sapient | Role: Experience Designer
Responsibilities: Worked closely with client stakeholders to translate business requirements into meaningful interactive experiences; created detailed user experience specifications which included sitemaps & wireframes; presented & reviewed interaction designs with client stakeholders for approval.
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Nicknamed "Track Awesome" by our key client stakeholder, our track (number 5) was responsible for the design of registries & lists. After inheriting the initial design concept from HUGE, we worked hand-in-hand with the client to flesh out the entire registries & lists consumer journey – from creating a registry/list, to adding/modifying/deleting items on a registry/list to sharing a registry/list. On top of re-designing the website, we also re-designed the in-store kiosk interface in order to create a unified seamless experience.
Some Enhancements:
- Streamlined registry/list creation process
- Improved list management & list finding, allowing flexibility in organization & adding items
- Aspirational & special occasion listing: Encouraged users to think beyond list making for day-to-day needs to more inspirational uses (ie/ creating a list for books they want to read or a list for the ideal living room), provided boilerplate lists for common needs & offered lists created by experts/celebrities.
- Allowed guests to customize their lists by offering different site skins, the ability to upload personal pictures & add notes
PRODUCT DETAILS PAGES
The Best Looking Details Page Ever
VISIT TARGET.COM
Date: 07.2010 | Agency: Sapient | Role: Experience Designer
Responsibilities: Worked closely with client stakeholders to translate business requirements into meaningful interactive experiences; created detailed user experience specifications which included sitemaps & wireframes; presented & reviewed interaction designs with client stakeholders for approval.
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Track 3 was responsible for the insurmountable task of designing a series of generic product detail templates flexible enough to accommodate the hundreds of thousands of products, multiple product variations & product collections Target had to offer. From patio sets, to movies, music books, video games (MMBVs), every item within Target's massive inventory needed to neatly fit within a standard layout.
After inheriting the initial design concept from HUGE, we worked hand-in-hand with the client to flesh out every minute detail, resolving design issues along the way as we ventured deeper into the business requirements.
Some Enhancements:
- Clean, uncluttered design
- Large product images & improved zoom feature
- Related items curated to the user
- Social integration which allows the user to rate & review
KIND WORDS
"I appreciate your subtle forms of leadership & diligence...I know traveling sucks & there is general disarray, but I can always count on you. Thought you should know. You are a great teammate. That being said, a three piece suit would escalate you to the heights of unbelievable. Here is the reco...I’m not sure if you wanted to keep it for those lonely nights.
Here goes:
Two gun men stand facing one another, menace on each of their 'five‐o‐clock' shadowed faces... A cold stare glazing each of their hardened jaws. Not more than ten paces apart stand two of the 'fastest‐draws' in the West. With the sun setting to his back, Cody 'HUGE GUNS' McGraw, the notorious villain sought for the blood‐filled looting of the Greater Texas State Bank, stands in wait, gun at the ready. 'HUGE GUNS' McGraw, the self‐affirmed, Austin heartthrob, was drinking at the Fine Pig Saloon, trying & failing to pick up town sweetheart & barmaid, Betsy Buttercup, when his advances got too forward. After listening to Betsy deny 'HUGE GUNS' McGraw her phone number for the umpteenth time, our Hero, Vixay 'WIREFRAMES' Sengphaseuth, could take no more of her pleading. What started as an act of selflessness & chivalry, has turned into a paradoxical & judicial stand‐off of fear & exhilaration. The town’s folk can’t bear to watch, but hundreds of eyeballs can be seen peering through knots in the walls & between curtained windows. Now our hero stands not more than focused gun shot from peril & certain demise.
Armed with quick wit, diligence, desire to produce quality...Vixay is a tremendous IA, he exhibits passion for his craft & the desire to make this process/program better. He is smart, knows e-commerce & is generally a very well-dressed fellow. I’m thankful Vixay is on our creative team, he is a consummate professional, when he’s not jokingly complaining & understands the essence of delivering strong & thoughtful work, no matter what format. His penchant to do the right thing is what makes him the most valuable, it is something that is well regarded by his entire team.
So if you feel a little tremble or a pang of guilt at the fact that our protagonist is staring down the barrel of 'HUGE GUNS' McGraw’s Colt .45, rest assured, 'WIREFRAMES' Sengphaseuth has it all in check & is simply counting the seconds until this nonsense is over & he’ll be going home with Betsy Buttercup for a whiskey, after another justice‐filled, day‐at‐the office..."
– Deepak Mehmi, ACD, Sapient