Every year the back to school ritual is full of stress for parents and children. Can you find the items the teacher needs, how many trips will it take, how much will it cost, and can you find the items your child wants?
When we started we started with 3 main questions:
How fast can we make shopping for a list of 18-20+ items online?
How do you make a web interface that is normally used in conjunction with a disorganized paper list?
What's the best way to keep parents aware of back to school costs while they shop?
Answering these questions involved over 20 rounds of design and 30 hours of user testing. In the end the team and I made a site that took the quarter of the time it took to shop competitor’s sites (Measured in user testing by using the same school shopping lists on competing sites.), was incredibly intuitive to navigate and find your way around, made referring to a paper list easy, and not only gave you a running cost total and visual basket, but narrowed product selection to accommodate various price ranges, and it was fully responsive.
This project added new capabilities to Target.com's cart, and in-store pickup, ultimately laying the ground work for future Target Back to School sites in 2015 and beyond.