The Target Baby Catalog is a digital interactive browsing and discovery tool for parents or expectant parents who shop at Target.com. This catalog is complimentary to the already existing Paperback catalog that is sent out in the beginning of each year to Target customers, or Target baby registry owners. This was a fun project because of the giant task we faced in incorporating all the significant elements of the printed catalog into something digital that did not feel like a straight xerox with hotspots as most competitors have done.
Highlights
By being very strategic with the type of interactions we introduced into the experience we made the UI take a back seat to the images and experience by using intuitive elements such as sliders and visual cues such as a photo stacks to engage the user. Our traget user (mothers) had enough to deal with already and we wanted to make this as passive and light (not sales pushy) of an experience as possible.
A major component of this project was the reflection of the printed catalog. To make the two experiences feel as united as possible while taking advantage of our digital edge. We did this by working in tandem with the target art team and find those pieces of content that would dazzle on digital screen, and then not getting in their way.
Making the experience as simple as possible also meant incorporating some of the advantages of digital into the experience. By allowing user to highlight and save some of the items they like and later allowing them to create a registry from them or add them to and existing one.
