Reinventing the Registry
Design lead for Target, 2017
Strategy:
The bet was to reorganize the registry, and the aisle, around a family's firsts rather than product categories, with child-like illustration and scrapbook layouts so building one feels like keeping one.
Design:
Eight storyboards following the Martinez family from the crib to the register, a motion prototype that set the animation language, the registry screens, and the in-store shift that sorts the baby aisle by first.
Leadership:
With Portal, in 2017. I directed product and brand design for the prototype and the presentation. Target shipped the website updates, and everything shown here launched, including the in-store shift.
A baby registry is a SKU list. New parents do not think in SKUs, they think in firsts.
The Martinez family01/8
Product in Hand
Here we grow.
'Here We Grow' in hand-cut letters over a crawling baby on mint. The registry is a scrapbook grid: first bath, first foods, each tile an illustrated object. The same blocks on a phone.
Product in Life
Does the crib fit.
Josie and Manny agree on a crib and cannot tell if it fits the nursery, so Manny holds the phone up to the room. On Saturday they walk into the store and the baby aisle is sorted by first.
Product in Culture
Filed under inventory.
A registry exists so relatives stop guessing. It became a spreadsheet of SKUs, and the first year of a family's life got filed under inventory. A store that sorts by moment rather than category sells the year.
Position:
Head of Brand & Product at Portal
Services:
Research, Strategy, Design
Partner:
Target
Status:
Launched, 2017