Target Online Gift Registry


The Story

One of the biggest compliments a team can receive from a client on their work is more work, especially when they're invited to define more of their own assignment. 

This is exactly what our team won from our work on Target's in-store registry experience.

Target handed us a wide-open assignment to imagine and design the future cross-platform gift registry experience to raise the retailer's presence above the level of its competitors.

My rolE

  • I was paired with a visual designer, and together we built an illustrated storyline of customer experiences based on ideas and strategies from our and Target’s teams.

  • We defined and refined the storyline into specific user interface ideas and described them with concept-level wireframes.

  • We collaborated with members of multiple teams—development, business analysis, strategy, creative—to define the parameters for an MVP release.


User Journey Storyboard

We created a journey storyboard to help us visualize how proposed interactive elements would connect through time and intersect with guests' and gifters' lives. It was important to us to understand and think carefully about how we could enrich the experience and help guests and their close ones as they planned, celebrated, and reflected on these important life events.

Concept Deck

Though they were still in the concept phase, we wanted to illustrate our proposed ideas in a salient visual way so that we and our client could fully envision their potential without clunky low-fidelity images getting in the way. My visual design partner Tony set up a design vocabulary that the two of us utilized to created hundreds of concept screens to illustrate how the details of the experience could play out within the minimum viable product scope we defined with our team.


Our Target clients were very pleased with this work and expressed enthusiasm about the ideas, but I honestly have no idea what happened with these concepts next. Shortly after the project ended, like with most agency projects, I was off onto another project (and in fact moved soon after to another office, from Minneapolis to Los Angeles). Last I checked with my design partner a few months after the project, nothing had yet been implemented that he knew about. I’d definitely be curious to learn which concepts they moved forward with, if any, and why certain ideas were stickier than others, or what barriers kept the team from moving forward.

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