Client
Target
Year

2022

What I did:
  • Visual Design
  • UX Design
  • Design System
  • Accessibility
  • CX Blueprinting
  • Information Architecture
Deliverables
  • Mockups
  • Wireframes
  • Presentation
  • Workshop
  • Components (figma)

Streamlining B2B: Redesigning Target’s Bulk Gift Card Ordering System for a Modern, User-Friendly Experience.

Problem
The existing Target B2B Bulk Gift Card Ordering System was outdated and filled with pain points, causing significant user frustration. Customers were unable to complete transactions online and were forced to resort to fax or phone orders. Additionally, the back-end systems were obsolete and required a complete rebuild to meet modern standards.

Process

Role
As the Lead UX Designer, I began with a Discovery phase, conducting workshops and a comprehensive site audit to understand the pain points. I then led the effort to diagram the proposed user flows, focusing on creating a streamlined experience. Working closely with the development team, I ensured that the solutions were not only user-friendly but also feasible given the system constraints. Throughout the process, I adhered to Target’s design system to maintain brand consistency.

Defining Feasibility

Target Ecosystem

Solution
The redesign included overhauling key areas of the site such as the landing page, product detail page for new orders, checkout flow, and order history. We applied a clean, modern aesthetic that aligned with Target’s brand while utilizing proven e-commerce UX design patterns. Our focus was on simplifying the process for users while making it easier for them to navigate, place orders, and track their purchase history. The result was a more intuitive and accessible experience that catered to users’ needs.

Project Outcome

Increased Sales

The new system significantly improved user engagement, with customers now able to complete their transactions fully online. Phase one of the project was delivered on time, with further phases planned to continue enhancing the system.

67% Increased Engagement

By leveraging UX methodologies and collaborating with the development team, we successfully transformed the Target B2B Bulk Gift Card Ordering System into a more efficient and user-friendly platform.