Target Product Display Signs

Bridging the Gap — Harmonizing In-Store Signage with Digital Touchpoints

Role: Product Design Director
Timeline: Q2 2023 – Q1 2024
Team: UX Designers, Store Experience, Marketing, Engineering, Store Ops, External Vendors

Overview

Target is known for its guest-centric shopping experience, both in-store and online. However, we identified a growing disconnect between the physical signage found in stores and the digital interfaces guests use every day—namely the Target app and Target.com. Inconsistent visuals, messaging, and navigation cues were creating cognitive friction, leading to confusion and missed opportunities for deeper engagement.

My team and I led a cross-functional initiative to create a cohesive visual and functional language across all consumer touchpoints. Our goal was simple: make the transition between Target’s physical and digital experiences feel invisible.

The Challenge

Inconsistent UX Patterns: Category names, iconography, and wayfinding language varied across platforms.
Visual Disparity: Color schemes, typography, and UI elements were not aligned between the app, website, and in-store signage.
Guest Confusion: Shoppers referencing the app while in-store (or vice versa) often struggled to find corresponding products or categories.
Operational Complexity: Any signage changes needed to scale across thousands of stores with minimal operational disruption.

Our Approach

1. Cross-Platform UX Audit

We began with a comprehensive audit of:

Digital platforms (Target app, mobile web, desktop)
In-store signage across multiple store formats and regions
Guest support channels and self-service kiosks

We mapped where terminology, categorization, and visuals diverged and prioritized fixes based on guest impact.

2. Unified Design System

We collaborated with the digital design systems team to create a shared taxonomy and UI kit that could serve all platforms. This included:

Iconography and category names
Color palettes with accessibility compliance
Typography scale and usage rules

3. Cross-Functional Workshops

We ran co-creation sessions with stakeholders from Store Ops, Merchandising, and Marketing to align on guest goals and operational needs. Our workshops focused on:

What guests expect when they shop
How in-store and digital can reinforce each other
How we measure success across touchpoints

4. Prototyping & Testing

We developed test signage that mirrored the language and UI hierarchy of the app:

In-aisle signage featuring app-style icons and category names
Endcap signs with scannable QR codes linking directly to curated digital collections

User testing in select markets showed a 27% increase in successful in-store navigation using digital cues.

5. Scalable Implementation

We developed modular templates for signage that could be adapted across store formats and seasons, and worked with vendors to streamline production. We also partnered with store training teams to ensure rollout success.

Outcomes

+40% increase in guests successfully finding products using the app in-store
+22% lift in guest satisfaction related to store navigation (measured via post-visit surveys)
+18% increase in app engagement during in-store shopping trips
Reduced cognitive load by streamlining category naming and visual consistency
Created a foundation for future omnichannel experiences, including AR-guided navigation and app-linked promotions

Key Takeaways

Design consistency is not just visual—it’s behavioral.
Omnichannel doesn’t mean identical experiences; it means complementary, connected ones.
Collaboration across functions is essential to deliver on a seamless guest journey.
In-store is still one of our most powerful digital touchpoints.

Looking Ahead

We’re now extending this work into emerging platforms, such as smart shopping carts and voice-assisted navigation, using the same unified design principles to ensure every guest interaction with Target—physical or digital—feels connected, intentional, and easy.