Target Australia
LEGO® Shop
Situation
Crafting the LEGO landing page on the Target Australia website necessitates a focused approach on representing the iconic toy brand within the familiar retail environment. The primary aim is to create a dedicated online space that resonates with Australian LEGO enthusiasts of all ages, leveraging Target's established platform for enhanced visibility and sales.
Key design considerations revolve around authentically showcasing LEGO's visual identity, emphasising its creativity and playfulness through vibrant colours, brick imagery, and depictions of builds. Given LEGO's broad appeal, the page must cater to diverse age groups and interests through intuitive categorisation, robust filtering options based on themes and age ranges, and potentially segmented content.
Highlighting popular LEGO themes, new releases, and any Target-exclusive offerings will be crucial, alongside clear integration with Target's overall navigation and effective promotion of any special offers.
Ultimately, the goal is to construct a seamless and engaging online destination that feels distinctly LEGO while providing the convenience and trust associated with the Target Australia shopping experience, thereby driving engagement and boosting LEGO sales within the Australian market.
Tasks
-
Establish clear guidelines for how the LEGO brand will be visually and tonally represented on the Target Australia website to create an authentic and engaging LEGO experience while maintaining consistency with Target's overall design.
-
Design an intuitive and efficient navigation structure within the LEGO section of the Target website that allows users to easily find the LEGO products they are looking for, regardless of their familiarity with specific themes or product lines.
-
Create visually appealing and informative product listings and pages that effectively showcase the unique features and play value of LEGO sets, engaging potential customers and driving purchase decisions.
-
Develop a strategy for showcasing LEGO-specific promotions, new releases, and featured themes on the landing page to drive immediate engagement and highlight key selling points.
Actions
-
Ensures both LEGO and Target teams have a unified understanding of the objectives for the landing page, leading to more focused and effective design decisions tailored to the Australian market.
-
Ensures the landing page is designed with a deep understanding of the Australian target audience's needs and behaviours, leading to a more intuitive and satisfying user experience.
-
Makes it easier and faster for Australian shoppers to locate relevant LEGO products based on who they are buying for or their specific interests.
-
Highlighting local promotions and exclusives makes the offering more attractive and relevant to Australian consumers. Effectively promotes LEGO products during important Australian shopping seasons and holidays.
Results
Looking back on the LEGO landing page project for Target Australia, I felt a real sense of accomplishment seeing the positive outcomes. We knew we were on the right track when we witnessed a significant surge in traffic to the LEGO section, indicating strong interest from Australian consumers.
It was particularly rewarding to see how effectively the age-based and theme-based navigation we implemented guided users to the products they were looking for. The positive feedback we received, even informally, suggested that Australian shoppers found the page intuitive and enjoyable to use.
More importantly, the sales figures for LEGO products through Target's online platform saw a noticeable uplift, proving that our efforts in optimising product presentation and highlighting local promotions had paid off.
It was clear that we had successfully created a dedicated and engaging online destination that resonated with Australian LEGO fans, making it easier for them to find and purchase their favourite sets within the familiar Target environment.
