Elevating Target's ID Ad Efficiency
& Responsiveness

Target's Inspiration Discovery program is renowned bridge between fleeting trends and eager consumers, ready to embrace the new and now trending.

My responsibilities include enhancing user experience, increasing efficiency, developing agile systems, product development, setting up feed integration, enhancing customer engagement, ensuring compliance, and integrating brand elements for flexibility and speed.

Result

Ability to update ad content within 24 hours and have developed an ID style guide that reduces ad creation time by over 75%. Additionally, we enhanced our ads with replay functionality and alt tags for improved accessibility and user experience.

Challenge:

There were no official guidelines for asset creation.

Potential product sellouts before the campaign launch wasted time due to long asset creation timelines.

Opportunity

Develop a dynamic display system with an ad tech partner to create an ad unit product that can quickly respond to marketing need

Another objective was enhancing the system with creative solutions for ADA compliance and deeper brand integration.

What I did

I set up the design and template systems in Sketch, refining the UX and UI, and collaborated with the creative director to develop asset creation guidelines and best practices.or asset creation.or asset creation.

Outcome

Flexibility and speed are responsive to market trends and accurate stock quantities.

The mission was to revolutionize how Target showcases new and trending products, specifically targeting our less-engaged customers.

By creating a dynamic display system, we could market faster, capture attention more effectively, and motivate guests to explore and purchase from our evolving product assortment.

Video training on how to use sketch files for quick asset creation. The video was created by Jeremy Winter

Video training on how prep assets in Photoshop.

The Final Product

  • Agile System Development: The first step was to engineer a responsive system capable of adapting quickly to changing trends and inventory levels. This system was to be designed with dual language support (English and Spanish) to cater to a broader audience, ensuring inclusivity and wider reach.

  • Feed Integration: The integration with real-time stock data was central to this mission. This capability ensures that the products being highlighted are not just trending but also available, thus avoiding potential frustration and enhancing the shopping experience.

  • Enhancing Customer Engagement: Giving marketing partners the ability to focus on best-selling and trending item updates. This strategy is expected to drive up sales and deepen customer engagement with the brand.

  • A Compliance and Brand Integration: An additional layer to this task involves incorporating creative solutions that adhere to ADA (Americans with Disabilities Act) compliance standards, making the shopping experience accessible to all. Simultaneously, the system should weave in elements that strengthen brand identity, ensuring that every interaction feels distinctly "Target."

Result:

Flexibility and Speed:

  • We introduced a sketch template system, which enabled us to update ad content within 24 hours.

  • We created a complete DCO system responsive to market trends and accurate stock quantities.

  • High-touch assets are created in Sketch with real-time image adjustments checking.

  • I created an ID style guide with training, cutting ad creation time by over 75% and resource needs.

Enhanced Ad Features: We added replay functionality and alt tags to make ads more accessible, improving user experience and compliance.

Despite successfully meeting project goals and improving ad creation, the decision was not to continue with the DCO system in the long term due to cost and resourcing concerns.