Target Design System
Developing scalable design systems to enhance user experience across platforms
Overview:
I worked on building a consistent digital experience for Target by leading the design of a scalable design system. This involved hands-on research, testing, and close collaboration with teams to create an interface that’s easy to use and works smoothly across platforms.
Problem:
Target had recently gone through a rebrand, but its digital platforms still lacked a consistent design. This led to user confusion and branding inconsistencies. It was the perfect time to update and align the design system. Developers were also using assets outside of the system, which made things even more inconsistent across the site and app.
Defining Problems
Some of the pain points I encountered while designing Target’s platform was knowing how to address the inconsistency between my designs and the live product (Web & app).
• Inconsistent UI Elements → Different teams used varied styles for buttons, typography, and spacing.
• Scalability Issues → New features were difficult to integrate without breaking existing designs.
• Inefficiency in Collaboration → Lack of a standardised system led to duplicated work between designers and developers.
• Accessibility Concerns → Issues with contrast, keyboard navigation, and screen reader compatibility.
Defined a Component Library based on Atomic Design Principles (Atoms, Molecules, Organisms)
Established design principles: Consistency, Accessibility, Scalability, and Efficiency.
Developed foundational design tokens:
Typography: Standardised font hierarchy.
Colour Palette: Created a balanced colour system.
Grid System: Defined an 8pt grid for spacing consistency.
Buttons & Forms: Standardised component styles.
Did it work?
The implementation of the unified design system significantly enhanced user engagement and streamlined development processes, paving the way for a more cohesive brand experience across Target’s digital channels. The design system is still a work in progress and is constantly being iterated on. With the new components that were implemented, has it improved the overall product?
Learnings:
Understanding cross-functional collaboration is essential for successful design integration. User feedback is invaluable for refining design systems. Scalability must be prioritised from the initial design phase.
Next Steps:
Conduct further user testing to refine the design system. Prepare documentation for the consistent use of the design system.Monitor implementation across all platforms and gather feedback
