Target Sustainability Microsite

The Context

Whilst working as the Digital Design lead for the Creative Agency AJF Partnership, I worked with a huge range of Australia's largest brands to produce innovative digital solutions, plus TV advertising and digital/hard-copy marketing material.

During this time I worked on a variety of projects for Target, one of Australia's largest retailers, with over 300 stores nationwide.

The Task

With a recent huge spike in digital users to the Target website, they required a digital portal that showcased that they had aligned to customers new need for better, deeper, more meaningful and convenient experiences.

The Strategy

After careful user and client analysis, we decided this should take the form of a microsite that covered such topics as sustainability, the future, and product testing.

The process began with data analysis, understanding the audience, competitior analysis of similar content and interactive workshops.

As part of the microsite build I applied new, more modern colours, font styles and layouts. These were aligned to the newly launched brand guidelines. I then developed a Design System in Figma that applied these new Design Priciples that were previously only defined in PDF format.

Personas, user journeys, wireframes and prototypes were created, and copywriters activated. Finally relevant video and imagery was sourced. We then moved to build where the Design System was utilised by the developers to streamline development.

The Impact

The Better Target microsite was developed and launched over just a couple of weeks and perfectly aligned with all stakeholders needs and requirements. The site also received signifcant visitors and ensured the Target brand clearly showcased their desire to be a better, more sustainable and responsible company, built for the future.