At internet scale, Target lives and dies by its conversion metrics, and the checkout funnel is naturally the focus of those optimizations. However, a broad scope of often puzzling factors can influence cart and checkout performance, ranging from the visual treatment of promotional pricing to the number of items a guest can see simultaneously on the screen. As the apps team (which comprises more than 30 designers, engineers, and product managers) coalesced around airier design patterns with larger, bolder type and a number of new fulfillment options began to clutter the UI, the legacy cart and checkout design that had been in place since 2014 began to break down under the weight of the changes. Given the proximity I had to all things fulfillment-related as a part of my work on Drive Up, I took up the task of reconsidering the whole widget in light of the broader team's evolving approach.
In addition to optimizing underlying conversion metrics like basket size and gross margin, the redesign had several "softer" goals: increase post-purchase guest confidence, reduce item cancellations, improve consistency with the web experience, and drive "save for later" activity, among others. I worked closely with Target user research practitioners to validate a number of potential approaches and extract both quantitative and qualitative proof points from guest samples before moving into in-the-wild A/B testing of the new approach. The new cart and checkout experience is slated to roll out to guests across the country throughout 2018.