It’s hard not to appreciate Target’s continual support for creative solutioning to help their customers explore their stores, with both physical and digital methods. The wedding and baby registry system was in need of rework and expansion across their ecosystem.

This being a huge undertaking requiring a multi-faceted group bridging client and agency teams across several mobile apps, the responsive web and various internal brand teams. My primary focus was the experience on the instore, device-specific apps for use at kiosks and mobile scanners.

While the result was a complex system crossing multiple touch points in the overall experience, the goal was to not lose sight of the core simplicity. Shopping to celebrate friends and family should always be simple, helpful, and fun.