User interface concepts — Target Australia

Platforms — Adobe XD

Expertise — UX Design & UI Design

How might we streamline the Target website’s complex information architecture so that users can quickly and intuitively find what they need, regardless of device or ability?

Simplifying navigation & enhancing accessibility

E-commerce sites, especially large-scale retailers like Target, often struggle with complex information architecture. Customers need quick access to products, promotions, and support, but cluttered headers, footers, and banners can create friction. I wanted to refine these elements—making them more intuitive, mobile-friendly, and accessible—so that every interaction felt seamless.

My role & our challenges

As part of this redesign, my focus was on:

  • Header and footer banners: Ensuring clear navigation and hierarchy.

  • Mobile-first design: Prioritising usability on smaller screens.

  • Accessibility improvements: Making sure elements were readable, interactive, and compliant with WCAG standards.

  • Simplifying information architecture: Target’s site had a large amount of information, and key interactions were getting lost in the clutter.

The approach: Reducing complexity, improving clarity

  1. Auditing the Existing UI – Analysed user behaviour, heatmaps, and accessibility compliance.

  2. Refining the header & footer – Prioritised key actions (search, cart, account) and streamlined the structure.

  3. Mobile first updates – Focused on tappable elements, better spacing, and adaptive components.

  4. Accessibility enhancements – Improved colour contrast, touch targets, and screen reader compatibility.

  5. Testing & iteration – Conducted usability tests to validate changes before implementation.

Key moments & wins

  • Reduced cognitive load: Simplified menu structure, making it easier for customers to find what they need.

  • Improved mobile usability: Designed collapsible sections and sticky elements to keep navigation intuitive.

  • Higher accessibility compliance: Addressed WxCAG accessibility concerns, providing a more inclusiveexperience.

Outcomes & impact

  • Increased engagement with key sections: Click-through rates on essential pages improved.

  • Faster navigation time: Users found products and checkout options more efficiently.

  • Higher mobile conversion rates: Optimised UI for mobile led to smoother transactions.

Looking Back

This redesign was about more than just visual updates, it was about creating a more efficient, user friendly, and accessible experience. By focusing on clarity, simplicity, and usability, I helped improve how customers interact with the Target website, making shopping easier for everyone.