The Target app is already better than most retail apps. It offers online shopping, in-store availability, curbside pickup, coupons (Circle deals), and even a wallet. But like many enterprise-level retail apps, it’s trying to do everything. In the process, it creates friction for users who just want to get in, get out, and feel good about their choices.
This week’s redesign takes on Target’s app experience with a new mindset: designing for shopper context, not just catalog sprawl. We aim to turn this red-shirted giant into a more focused, confident shopping companion powered by intent, personalization, and real-time utility.
1. What’s Working Today
- Order pickup and curbside flow is seamless and reliable
- Circle Rewards & Wallet are integrated and usable at checkout
- Search is fast, with strong product filtering
- Barcode scanning enables smart in-store assistance
What’s not working:
- Too many entry points: Deals, categories, tabs, banners, and floating buttons all compete for attention
- Generic homepage: Offers little context for why someone is opening the app
- Minimal personalization: Same layout for every user, regardless of shopping behavior
- Inconsistent cart and checkout flow: Fulfillment and product availability often feel disconnected
2. Redesign Goals
We approached this UX redesign with five specific user-centric goals:
- Contextual onboarding that anticipates user intent
- A unified shopping flow that blends discovery, list-building, and checkout
- A deal experience that adapts to user needs, not just store promotions
- Modular UI to support clearer, more accessible layouts
- Real-time assistance and intelligent nudges
3. Key Experience Redesigns
A. Smart Home Screen: “What are you here for today?”
Instead of dumping users into a one-size-fits-all homepage, we propose a smart feed:
- Intent-based cards like
- “Back to school? Build a quick list.”
- “Refill last month’s order?”
- “Curbside in 10 minutes? Let’s prep your pickup”
- AI-driven tiles based on location, time of day, and prior behavior
B. Unified Product Detail Page with Fulfillment Layer
All fulfillment options should live in one intuitive card. We organize options by availability:
- In-store now
- Pickup in 2 hours
- Ship by a specific date
- If unavailable, offer Notify Me or Find Similar
We also introduce product pairings like “frequently bought with” suggestions.
C. Shopping List as Command Center
Reposition the shopping list as a dynamic task manager:
- Real-time aisle guidance
- Smart batching for curbside or in-store
- Cold-item sorting for grocery trips
- Auto-Group & Fulfill feature to optimize order fulfillment
D. Personalized Deals through Circle
Rather than endless generic discounts:
- Circle For You section adapts to shopping behavior
- Auto-applied deals to reduce manual clipping
- Deal stack visualization helps users see what they’re saving
E. Streamlined Checkout
We simplify the purchase experience into one funnel:
- Items grouped by fulfillment method
- Substitution options surfaced early
- One-Tap Favorite Basket for repeat orders
4. Visual and Behavioral Enhancements
- Larger fonts and spacing improve accessibility
- Microinteractions increase clarity on actions
- In-Store Mode adjusts UI when location detects you’re at a store
- Bold iconography and focus-state feedback help reduce mis-taps
5. How SynthDesign Can Elevate the Target App
SynthDesign is the evolution of UX into adaptive, intelligent digital systems. Instead of static flows, we design living, learning interfaces that synthesize user data, intent, environment, and behavior to create real-time experiences.
Here’s how SynthDesign would improve the Target app:
SynthDesign Improvements:
- Adaptive Layouts: The UI shifts based on user mode — parent shopping for school vs. teen grabbing gaming accessories vs. pharmacy refill.
- Behavioral Anticipation: SynthDesign learns weekly rhythms. If you buy groceries every Thursday, your homepage will preload grocery deals and aisle guidance.
- Environmental Integration: On rainy days, the app prioritizes delivery and displays umbrella deals. If you’re at the store, it switches to In-Store Mode instantly.
- Feedback Loops: Instead of static success modals, SynthDesign asks “Was this item what you expected?” to continuously refine future recommendations.
- Emotional Layering: The tone, color accents, and recommendations adapt to the user’s emotional state, inferred from purchase behavior and interaction rhythm.
SynthDesign turns the app from a transactional tool into a responsive retail assistant, one that doesn’t just react, but anticipates, learns, and evolves with every interaction.
6. Looking Ahead
Retail UX isn’t about showing everything. It’s about showing the right thing at the right moment. With a redesign centered on context, clarity, and adaptive intelligence, Target can build stronger connections with its users while simplifying every trip.
- And with SynthDesign integrated at its core, the Target app could become a model for how retail brands use digital experiences to create loyalty, not just conversion.
Designing the Intentional Target Run
Target excels at blending physical and digital shopping. But now it must evolve. Customers demand efficiency, trust, and clarity. A redesigned Target app delivers on that promise — making each visit feel tailored, rewarding, and seamless.