Target
(ALL IN motion)
Role
UX Research & Design Intern
Year
2022
Deliverables
Full Project Management Suite, Prototypes.
Tools
Google Docs, QualSights, Miro, Reduct, Figma
Research
+
Discovery
Participated in the development and refinement of the AIM brand and product strategies; insights into guests’ mindsets, needs, and behaviors surrounding occasions, purchasing, and aspirations are essential as they move into the design and development phases.
Digital Ethnography
I analyzed participant entries and video diaries and contributed to in-store and online evaluations with 24 recruits. This research provided insights into consumer lifestyles, attitudes toward clothing and athleisure, and how aspirations, family, and influencers shape decision-making.
In-Person Ethnography
I helped document and synthesize conversations with 18 local All in Motion customers, uncovering insights into their lifestyles, needs, and aspirations.
Personas
Methodology & Timeline
IDEATION +
DESIGN
Insights Presentation
We presented findings to align internal stakeholders on key consumer pain points and tensions to prepare the team for the ideation phase.
Key Findings
1
Everyday & everywhere
Athleisure is ubiquitous and pervasive. For many Guests 'movement wear'
is the only clothing they want to wear.
is the only clothing they want to wear.
2
Athleisure is killing jeans
Guests reject the constricting feeling that jeans of the past represent. But comfort is more than a physical experience. Services not tailored to individual needs lead to dissatisfaction or inefficiencies in service delivery.
3
I Shop My Shape, Not My Size
Clothing is tied closely to body to image. In addition to prioritizing comfort and function, Guests seek apparel that addresses 'assets' and 'areas' rather than just size
4
Target Is THE Brand
Even when guests had previously purchased activewear at Target, their brand recall was low, simply calling it their "Target athletic wear."
Low-Fidelty Wireframes
Building on ideation workshop insights, DRC developed consistent concept renderings, archetypes, RTBs, and product strategies to clarify and align ideas for the team.
Final Product
+
Outcomes
Prototypes
Wellness looks different for everyone. Welcoming guests wherever they are in their journey can make the difference between loyalty and leaving.
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Guests shop by their shape first, finding the right fit matters more than size or style!
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When fit, fabric, and style align perfectly, people become fiercely loyal to the item. Hero pieces transcend brands, are purchased repeatedly, and are eagerly shared with friends and followers.
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All in Motion Chapter Book
Research deck synthesizing key learnings, demographic and psychographic insights, and actionable brand and product opportunities, supported by an infographic summary and full access to raw research data and materials.
Next Steps..
Enable simple, mobile-friendly document uploads so clients can submit required materials without needing in-person visits or multiple handoffs.
Introduce secure, easy-to-use messaging that
allows clients and
case managers to communicate clearly
and consistently,
reducing missed information and follow-ups.
allows clients and
case managers to communicate clearly
and consistently,
reducing missed information and follow-ups.
Design a shortened, low-friction application flow that captures essential information first, allowing clients to begin the process quickly and complete additional steps later with support.
Create a centralized dashboard where clients can view application status, next steps, key documents,
and messages in one place, providing clarity and reassurance throughout
the process..
and messages in one place, providing clarity and reassurance throughout
the process..