Chris ZneroldBrand, creative & product leadership

Target

Reinventing the Registry

Design lead, through PortalTarget · 2017–2018

Launched, 2017

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.

Role
Design lead, through Portal
Scope
The baby registry, redesigned; launched online and in store
Method
A custom on-device review framework; three weeks off the engagement
Result
Category average order value up 15% the next quarter
The registry at home, on a laptop: Here We Grow.
The registry at home, on a laptop: Here We Grow.
Storyboard 1: Josie, Manny and their two dogs, planning the registry at home.
Storyboard 1: Josie, Manny and their two dogs, planning the registry at home.
Storyboard 4: Family Hour at the store, testing the baby gear in person.
Storyboard 4: Family Hour at the store, testing the baby gear in person.

The work included eight storyboards following the Martinez family from the crib to the register, a motion prototype that established the animation language, registry screens, and an in-store layout organized around a family’s firsts.

The storyboards

Eight boards follow the Martinez family from the crib to the register: planning at home, a first product scanned, the aisle sorted by firsts rather than categories, and the purchase, with the registry keeping the scrapbook as they go. Four of the eight are shown here.

Storyboard 6: a First Bath, found in the aisle and added to the registry on the phone.
Storyboard 6: a First Bath, found in the aisle and added to the registry on the phone.
Storyboard 7: checkout in store with the REDcard, and a coupon on the receipt.
Storyboard 7: checkout in store with the REDcard, and a coupon on the receipt.

Through Portal in 2017, I directed product and brand design for the prototype and the presentation. Everything shown here launched, online and in store, including the aisle sorted by first.

The registry screens: first bath, first steps, first trip.
The registry screens: first bath, first steps, first trip.
The registry on the phone.
The registry on the phone.
The registry grid: a scrapbook rather than a list.
The registry grid: a scrapbook rather than a list.

In hand

“Here We Grow” appears in hand-cut letters above a crawling baby on a mint background. Illustrated tiles for moments such as first baths and first foods form a scrapbook-style registry. The same components carry across to the phone.