Target Video Game Catalog

January 2009 – Keywords: Touchscreen, Environmental Display, Exhibits

We reimagined the video game section, both physically and digitally, for all Target stores and used new touch technologies to enable customers to learn and make educated decisions about purchases.

Prior to starting Variate Labs, Miles worked as a senior user experience designer at Schematic Inc. in Los Angeles. Miles designed the user experience for the new interactive video game catalog to be located in the reimagined video game section in all Target stores. The Target Video Game Catalog project aimed to create an in-store experience whereby customers could research game titles for their kids and then find these titles in the newly redesigned game section. This system is currently being implemented nationwide.

Attract State

Customers learn about how the catalog works just by watching the attract state.

Using Color for Wayfinding

On first touch, customers are shown a carousel of individual game consoles. Each console is associated with a specific color that matches the organization of the actual games throughout the video game section.

Digital Physical Shelves

Upon selection of an individual game title customers can see digital shelves, that mimic the physical shelves, and browse through games titles. Upon selection of an individual game, a customer can see game details pulled dynamically from Target.com. These details include a game description, photos, videos, user reviews, number of copies in stock and nearest location (if sold out). Customers can also text or email the title to themselves through this interface to review later. As part of this project, Miles developed a feature roadmap that outlined the features that will be built out over the next two years.

Cohesive Vision and ADA Requirements

Miles designed the user experience for the new interactive video game catalog to be located in the reimagined video game section in all Target stores. Each console is associated with a specific color that matches the organization of the actual games throughout the video game section. ADA accessibility standards were a very big component of this project. In addition to designing the overall user experience, Miles also designed the orientation and height of this display at the end of each shelving system. All major functionality is accessible below the 48″ ADA reach guidelines.