Case Study: Target improves retail navigation and operational efficiency with Optimal Workshop

Target boosts add-to-cart from browse pages by 91% with Optimal Workshop

Target, a major retail corporation, faced the challenge of harmonizing its complex digital ecosystem to serve both customers and employees effectively. They needed to create intuitive navigation systems for diverse user groups, including shoppers on their mobile site and team members using internal apps like myDay and LaunchPad. To tackle this, Target partnered with Optimal Workshop, utilizing products like Card Sorting and Tree Testing.

Optimal Workshop's solution involved comprehensive first-click and tree testing to evaluate and optimize navigation pathways. This approach provided Target with powerful UX insights that led to tangible results, including a more intuitive employee app interface that decreased navigation time and increased time spent serving customers. The refined consumer pathways also improved product discovery, leading to increased conversion rates and larger basket sizes, demonstrating how sophisticated UX research directly impacts retail success.

Target