Target – Mix&Match
Expertise
UX Design; Art Direction
Deliverables
Prototyping; Concept Design; Final Design Deliverbales
Overview
Target’s merchandisers approached the UX team, looking for a more guest-focused approach to bundling, allowing merchadisers to define the available items, and for guests to be able to choose what is right for them—a choose your own adventure.
Mix&Match’s initial focus was on swim, with an ambitious timeline: in the span of ten weeks, we needed to design, test, build, and launch an experience that would be a crucial part of Target’s annual Spring Break swim sale.
The principle is fairly basic: let guests create their own set. If a guest wanted to buy six tops and two bottoms, great. One top and five bottoms? Even better. While there were some restrictions (only one brand could be shown at a time, for instance), you could still add a Mossimo top to a set with a Merona bottom (the “restriction” was put in place because different brands used different fabrics, so like-colors would vary between brands).
The long-term vision of Mix&Match was to provide an experience closer to that of being in a Target store, where you go in for toothpaste, and walk out with a sweater but unlike the store, the swim Mix&Match experience could also offer towels, sunscreen, sunglasses—anything swim-related—on a single page. The experience was eventually leveraged by the Home merchandisers to mix lamp shades with bases, with the vision of expanding this product offering to branded experiences such as Xbox (as shown above).
In the end, for the first three months that the swim expereince was live, it garndered more than $1m in sales, which is impressive because the experience was desktop-only, and received little-to-no promotion.