Target's In-Store Wedding and Baby Registry program relied on an outdated technology infrastructure and cumbersome handheld devices, resulting in low customer adoption and missed opportunities to engage customers during two of their most significant life events. As a freelance Senior Art Director, I contributed the visual and creative direction for Target's In-Store Wedding and Baby Registry experience, designing both the customer-facing iOS app and the associate-facing Zebra handheld experience. Working alongside content strategists, business owners, and designers, I helped create a seamless end-to-end registry journey spanning digital, in-store, and human touchpoints.
The redesigned experience streamlined how team members created registries in-store, reducing friction during customer interactions. Following the nationwide rollout across 1,900 Target stores, the app reached 100,000 downloads within four months and contributed to a 44% increase in average in-store registry size.
For Target, I led digital art direction and visual design for the In-Store Wedding and Baby Registry App, partnering closely with content strategists, business owners, and creative designers to bring the experience to life.
