Target Circle
Senior UX Design
Target Circle Bonus
We received a slightly vague ask of our team from guest services…
“We are receiving a lot of calls asking for clarification around their Target Circle rewards. Specifically, for each order, did they earn earnings, votes and did it qualify toward their Target Circle Bonus?” How can we help the guest help themselves?
The Problem was that Guests are unable to easily identify and understand how they are earning and using their rewards at Target.
The Goal - at a high level - was to decrease the contacts to Target Guest Services and to Increase the overall Circle engagement index while also increasing the redemption rate of their Target Circle rewards.
After facilitating an ideation session with all the partners that would need to help shape how the information is showing up in this area we came up with a plan to solve the problems in 3, manageable, phases.
Each Phase had it’s own problem:
Phase 1
Guests are unsure when and what rewards they are earning.
Adding Circle rewards to the Order Details screen showed the guest exactly what they are earning per order.
A true example of you win some, you lose some (or 2). I had originally hoped to add Target Circle Bonus reward information into the Order Details but that was proving difficult for the engineers with the way information was being sent from other teams. I also wanted to include a realtime qualification piece prior to order checkout so a guest could see where they were in the progress of their Target Circle Bonus, unfortunately this didn’t work out either. We moved forward with only the middle design, I hopes that we can revisit the other options again another day.
Results
85% Guests viewing Order Details are interacting with the reward summary.
79% of Guests visiting the Community Relations page are coming from the reward summary entry which contributed to a 37% lift in Voting engagement.
Phase 2
Guests are unsure when and what rewards they are earning, specifically on Target Circle Bonus.
Adding the Target Circle Bonus (TCB) progress tracker onto the TCB details screen shows the guest when they are making progress, or losing progress, towards earning their bonus. It’s also gives an elevated expiration date and celebration when the bonus is achieved.
Results
99.9% of Guests are utilizing the Mission Log
Guest Services calls regarding Target Circle Bonus have been reduced by 33%.
Phase 3
Guests are unsure when and what rewards they are earning, redeeming, returning and losing.
Adding the Target Circle Bonus (TCB) progress tracker onto the TCB details screen shows the guest when they are making progress, or losing progress, towards earning their bonus. It’s also gives an elevated expiration date and celebration when the bonus is achieved.
Results
Phase 3 is currently in production and not yet guest facing.
Our targeted success metrics:
Reduction in Guest Services contacts
Increase in Net Promoter score (Currently 61%)
Increase in Ease of Use Perception score (Current 57%)