Image of a tablet against a sports field

Target Corporate Site

Expect fresh, for less.

Year

2018

EmployeR

POP

SERVICES

Redesign

Tasked with reimaging the Target "A Bullseye View" corporate homepage with the goal of elevating the high-value editorial work they were interested in highlighting balanced with the breadth of corporate information already present. While the A Bullseye View team envisioned only modest adjustments to the location of objects on the page the project grew to a redesign of the entire site align aligning with Target's rich modernist design history. The key to the redesign was a thoughtful and cost-saving approach that was entirely built off of the pre-existing architecture with minor adjustments to the underlying components.

The OLD design is on the left and the NEW redesigned A Bullseye View is on the right. The redesign spanned the entire site with some targeted adjustments on some of the other highly trafficked pages.

With research regarding who was coming to the Target Corporate Site to help guide some of our decision making in revamping the homepage, I first provided the more modest version of the homepage that the team was looking for maintaining the sites existing look and feel. The focus was around a more interactive carousel of posts that could be hand-picked by the A Bullseye View team as a way to highlight articles that aligned with their information priorities.

It was clear to me during this process that the existing design style of the website was going to be an impediment to the target goals of the homepage revamp: in use at the time, was a darker color scheme with different color bands and textures obscuring a clear hierarchy of information on the page and beginning to look out of step with Target ecommerce site, and the level of polish expected on the web. Here was the opportunity, but when the agreed upon work was focused solely on the homepage, who would buy off on a redesign of the entire site?

With research regarding who was coming to the Target Corporate Site to help guide some of our decision making in revamping the homepage, I first provided the more modest version of the homepage that the team was looking for maintaining the sites existing look and feel. The focus was around a more interactive carousel of posts that could be hand-picked by the A Bullseye View team as a way to highlight articles that aligned with their information priorities.

It was clear to me during this process that the existing design style of the website was going to be an impediment to the target goals of the homepage revamp: in use at the time, was a darker color scheme with different color bands and textures obscuring a clear hierarchy of information on the page and beginning to look out of step with Target ecommerce site, and the level of polish expected on the web. Here was the opportunity, but when the agreed upon work was focused solely on the homepage, who would buy off on a redesign of the entire site?

At a time when mobile-first wasn't a guarantee, it was important to provide adjustments to components for our mobile users.

It took developing a deep understanding of the Corporate site at that time, and conversations with the developers on the team that had worked on it to see the solution. Modernize the look and feel of the site without adjusting the functionality of components across the site, with targeted adjustments to the homepage itself. By defining a clearer type hierarchy and eschewing some of the more extraneous design patterns being used I was able to better align the corporate site to the clarity of the Target brand's design language.

The resulting design wowed the A Bullseye View team and was implemented with a close working relationship with the developers to ensure accuracy and to help alleviate any issues that may pop up.

The site I designed no longer exists. Target changed their corporate site in September 2023.

Intel

Design

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About Me

Design

Photography

About Me