Disclaimer: This is a conceptual project that I worked on independently without the partnership of Target.
Target is a general merchandise big box store in America. Target Drive up is a service where you can order items online to pick up at the store without having to leave your car. The customer can notify Target they are on their way and when they arrive to the parking lot through the app. Once they arrive, a Target employee delivers their items and verifies the confirmation number through the app.
The Target Drive Up feature can be helpful for those who may not be able to get into a Target store easily.
Target Drive Up was a great option during the pandemic to safely purchase items from the Target app and picking up without any contact.
This option to shop allows for customers to buy items even when they are low in time and resources.
Integrating a return process that is similar to the in-store experience for the Target App Drive Up service
People love shopping at Target but I wanted to learn more about why they are using the Drive Up service and what do they think about the in-store return process. Learning about these two areas allowed me to use the best parts about Drive Up and the in-store return process.
I realized that customers were happy overall with the in store return process itself at Target. They felt they were able to get what they needed in the return process. My challenge was to design a similar return process in the Target App for Drive Up Returns.
There were features in the return process that customers expressed were important to them such as being able to find the receipt and knowing the refund method. I also included an important feature for the business to know which is allowing the customers to select the return reason.
I analyzed the existing screens in the app to understand where all the screens were located. I found that there were already ways to return in store and through mail on the app. This would be the best place to include the return by Drive Up process. Another area where it could be located is in the “To go” section where it features how you can do the other same day services at Target.
I auditted of the existing user flows that will be used. I used this as the foundation and redesigned how these flows can include return by drive up. I needed to make a decision whether I would have the return reason selection before or after the return method selection.
It was important to keep the same UI design language throughout my new screens because I wanted the drive up return process to feel naturally integrated into the app. I analyzed the design patterns on the Target App so that I can use it for similar actions in the new flows.
Implemented design patterns:
- Radio buttons in the return reason flow for mail returns in the return method screen. I thought this was appropriate since you can only choose one return method option.
- Similar drive up return confirmation screen as the order confirmation screen. I changed the copy to reflect that Target was ready for their returns.
I tested with people who have not used the Target app before. All the users used the feature as expected. The one consistent feedback that was given was to add validation on the receipt that that the return was made after the drive up happened. I made this change to be included in the original order overview and the full receipt.
Include a return confirmation on the purchase overview and receipt to give customers validation that their return was completed
During this project, I learned that it was not necessary to reinvent the wheel when it comes to designing an existing process in a new medium. The research showed there were no issues with the current in person return process so it was a matter of translating that to the app and Drive Up flow. I learned to pay close attention to what was in the existing return process on the app and how I can integrate the Drive Up flow.
This app is a conceptual student project. An additional feature that can be added to this project in the future is the functionality to scan receipts for purchases that are not captured on the account. There is also opportunity to add in the ability to exchange products through Drive Up.
Since this is a conceptual project, some screens and UI elements that I did not design have been pulled directly from the Target App. I have included the screens below that I have edited to integrate the return process in the existing flows.
Prototype
