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It seems this is due to several factors, includingĪ) the “Deals” section being broken up into several subsections with overlapping functionality, and a store-specific coupon list called “Weekly Ad”. In addition, searching for and using coupons through both the desktop and mobile sites proved extremely difficult, forcing all users to abandon the task before completion.

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There were also issues with users selecting a store and trying to figure out if an item was in stock there the information is on the site and accessible, however it is not entirely clear how to filter product results to only show items in stock at the individual store. Users were able to select a local store, but it was unclear at first glance when examining a product if that product was available at the store. In terms of usability, the users we tested had difficulty completing secondary tasks not associated with finding products and checking out, such as filtering items based on store location. Heuristic analysis can quickly reveal which aspects of a site have the most opportunity for improvement Our survey returned 22 responses, all of which had used mobile or desktop sites to make purchases online in the past year, with a varying range of comfortability with mobile shopping applications. We used surveys to find a representative demographic pool from which to pull users to test the current mobile and desktop sites, as well as to gain a few insights en masse. Some of their complaints involved higher prices in comparison to quality of goods, an aversion to carrying items home from the store, and a desire for a more streamlined checkout process. They also appreciate the availability and capability of the employees, and the range of price points of items. Our team found that shoppers love the clean and open aesthetic of the stores, a look that is replicated on the online site and mobile app.

Contextual inquiry is a form of analysis in which the researcher watches a shopper’s behavior and asks occasional questions to illuminate their motivation for that behavior. We used contextual inquiries to evaluate the reasons why consumers choose to shop at Target’s physical store locations over other stores. An example of in-store informational architecture

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