Target
Case study
Overview
Role: Research and design
Timeline: 1 month
Tools: Figma
Question: How can Target improve the experience of customers and employees?
Background:
Target prides itself on having the best customer service in the retail industry as well as keeping a quality look for customers to feel that they are getting the highest quality service and products.
Summary
Goal: Find a solution to Target's lock problems.
Research: Conducted research with employees and customers to understand the issues.
Lock pros:
Prevents theft.
Reduces financial losses for Target.
Lock cons:
Customers get annoyed.
Employees find it annoying and challenging.
Takes a long time to open, causing frustration.
Customer feedback:
Negative sentiments expressed by customers.
Frustration and inconvenience noted in responses.
Customer problems:
Difficulty locating and activating sensors.
Unaware of whether or not sensors actually work.
Confusion and frustration with the waiting.
Unwanted interaction with employees.
Employee problems:
Difficulty in operating locks.
Hand bruising and pain from repeated use.
Time pressure.
User journeys:
Before (without locks):
Independent experiences for customers and employees.
Now (with locks):
Customer and employee journeys filled with pain points and challenges.
Solutions:
Propose key cards and card scanners as a quick and efficient solution.
Lightweight and convenient, similar to hotel room cards.
Allows quick scanning for access, reducing hand strain.
Balances customer exploration with security concerns.
Enhances overall shopping experience for both customers and employees.
Saves time for both employees and customers.
I looked into some of the pros and cons of the doors and locks on the products.
Pros
prevents theft
target loses less money
Cons
customers get annoyed
customers don’t want to wait
takes a long time to open
annoying for employees
customers don’t want to interact with anyone
customers may go somewhere else
Things I have heard from customers as an employee that has had to unlock and open the doors.
“I wanted to look at stuff and I said it’s not worth the effort.”
“This is really really really bad, like really bad.”
“I feel so bad.”
“What’s the point in coming here if everything is locked?”
“It’s such an adventure shopping now.”
“Is there a lot of theft?”
“This is a nightmare for y’all.”
“This must be really annoying for you guys.”
“There are better solutions to this.”
“Why are these locked?”
“Is there a limit on how many I can take?”
“This must be really annoying for you guys.”
“I might start getting things delivered.”
“Is it ok if I look at these? I feel bad making you wait.”
Customer’s problems
Customers must locate the sensor.
Lots of customers don’t know that there are sensors at all and wait around for an employee to hopefully come by.
Then they have to activate it by putting their hand under the sensor.
Lots of customers activate the sensors many times without giving it a second because they do not get any confirmation someone is on the way.
Some customers even go to other sensors and activate them because they think it will make someone come faster.
In-depth overview of the process above:
Store operation overview:
Employees are alerted when a sensor is activated, signaling the location.
An employee must claim the alert and go to unlock the product doors.
Challenges with employee assignments:
Employees often handle both specific areas and restocking duties across the entire store.
This can be problematic if they're far from the sensor location, causing delays in customer assistance.
Coverage gaps and customer delays:
Insufficient employees in specific areas lead to coverage gaps.
This issue is often identified only after numerous customer calls have gone unanswered.
Limitations in keys:
Not all employees have the necessary keys for call box access.
This significantly restricts the number of people who can assist with these lock systems.
Customer wait times extended:
When an employee without access keys is asked for help, they must call someone with keys.
This prolongs the customer's wait time, even after engaging with an employee.
As an employee here are some problems I have faced.
Locks are hard to operate, causing difficulty in locking and unlocking.
Repeated use leads to hand bruising and pain.
Painful experience makes locking/unlocking even harder.
Customers dislike waiting for door access.
Unwilling interaction with employees is forced.
Help buttons often go unnoticed by customers.
Time pressure to read products and make decisions.
Customers feel rushed and pressured to choose quickly.
User journeys I have created through my research.
Before (without locks):
Customer user journey without locks
Efficient customer experience
Minimal interaction with employees
Independent product access
No need to seek assistance
Employee user journey without locks
Employees prioritize assisting customers' product search, not access
Freed from door unlocking, employees address various tasks
Enhanced ability to stock and maintain areas uninterrupted
Improved space accessibility without door constraints
Experience without product locks
Customers and employees are able to go about their days with little extra hassle.
Customers are able to move quickly
Grab what they need and leave
No unwanted interaction with other people
Employees can work on other things
Employees can help guide customers rather than help customers access what they need
Now (with locks):
Customer user journey with locks
Pain points
Locks cause customer wait times for employee assistance
Unwanted interactions arise due to locks
Locks become time barriers for hurried customers
Locks create pressure and guilt for thorough product exploration
Customer loyalty may decrease due to more accessible alternatives
Summary:
After work, the customer visits Target for deodorant but finds it locked behind a door. They use the "help" button, waiting as an employee struggles to open the door. Feeling rushed, the customer quickly chooses a deodorant. Later, they need razors and request help again. The same employee faces difficulty with another lock. The customer's repeated requests make them feel embarrassed. Despite opening the locked toothpaste area and making selections, the customer leaves frustrated by the extended 10-minute trip instead of the expected 5 minutes.
Employee user journey with locks
Pain points
Employees assigned key duty handle significant responsibility
Fast assistance required due to numerous customers
Locks cause delays for both employees and customers
Locks lead to hand injuries and awkward door-opening angles
Employees commonly express reluctance to use keys
Doors left unlocked, to go help other customers
Productivity hampered, including stocking and service tasks
Summary:
The employee, assigned to the medical and body care area, multitasks by pulling products while on a ladder. When a customer in a locked aisle requires assistance, they respond by calling their intent to help in the deodorant aisle. Upon arrival, the employee engages with the customer, struggling to open the lock and explaining the inconvenience of these locks. After providing time for the customer to explore, they receive notifications for other areas, alternating between struggling with locks and attending to customer needs. Amid hand pain and challenges, the employee manages various requests, stocks products, and responds to notifications while on the ladder. The cycle continues as they encounter repeated lock difficulties and respond to new assistance requests.
The locks cause problems
Locks cause waiting for employee assistance
Unwanted interactions due to locks
Time barriers for hurried customers
Locks create pressure for quick decisions
Customer loyalty could decline due to accessibility elsewhere
One quick solution to the lock problem could be key cards and scanner locks.
Removing locks isn't possible due to theft concerns
Quick and easy solutions can improve the situation
Key cards offer a viable solution
Key cards can be quickly scanned like hotel room cards
They are lightweight and convenient, unlike heavy keys
Key cards are widely used in various industries
Employees can access locked areas, clock in/out, and assist customers
Customers can explore products without feeling rushed
Key cards eliminate hand strain and inconvenience
While some waiting may still be needed, scanning is faster than struggling with locks
After (with card scanner locks):
Customer user journey with key card locks
Pain points
Customers still compelled to interact due to locked doors
Interaction can be limited to door unlocking, reduces waiting
Enables more independent product exploration
Experience remains longer than ideal but faster than key locks
Summary:
After work, the customer heads to Target to buy deodorant but finds it locked behind a scanner-secured door. They request help via the "help" button, and an employee swiftly arrives, using a card to unlock the door. While browsing deodorant options, they feel rushed. Moving to the razor aisle, they hit the "help" button again, and an employee promptly scans the scanner to unlock the door. After getting razors, they recall needing toothpaste and ask for help once more. The employee unlocks the door with a scanner, and the customer gets the toothpaste. They proceed to self-checkout, pay, and leave for home.
Employee user journey with key card locks
Pain points
Customers still compelled to interact due to locked doors
Interaction can be limited to door unlocking, reduces waiting
Enables more independent product exploration
Experience remains longer than ideal but faster than key locks
Summary:
Assigned to card duty in the medical and body care area, the employee handles ladder tasks while responding to notifications for locked aisles. They efficiently open doors using their card, engaging in conversations with customers about the locks. Balancing assistance and stocking, they navigate notifications across different aisles throughout their shift.
Experience with card product locks:
Customers interact due to locked doors
Interaction can be limited to door unlocking, reducing wait
Allows independent product exploration
Experience is still long but faster than key locks
Solution:
Propose key cards and card scanners as a quick and efficient solution.
Lightweight and convenient, similar to hotel room cards.
Allows quick scanning for access, reducing hand strain.
Balances customer exploration with security concerns.
Enhances overall shopping experience for both customers and employees.
Saves time for bothe employees and customers.