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A usability case study on Target's mobile coupon application, Cartwheel.
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february 2015 // clara chao
A case study on Mobile Savings.
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table of contents®
Application Introduction
Competitor Analysis
cartwheel® Home Page
Overview & Analysis
cartwheel® Pages
Overview & Analysis
overall usability
and potential Solutions
Conclusion
User Experience Design - winter 201502/10/2015 10:23 am. DOES NOT EXPIRE.
expect more. Pay less.
$0.03
$0.04
$0.08
$0.09
$0.14
$0.15
YOU SAVED: $0.53
Case Study ID# 02-1315-08230-72114
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CartwheeltookoffafteritslaunchinMay of 2013, offering savings to Targetshoppers all over the nation. It is amo-bile application that offers savings anddiscounts exclusively at Target, allowingyoutoaddspecialdiscountoffersontheCartwheel system to your personalizedbarcode.Onceyouaddyourdiscountsofchoice,allyouneedtodoisscanthebarcodefromyourphone,andenjoyyoursavings!
AlthoughCartwheelhasbeeninthebusinessofmakingTargetitemsaffordableforits’customers,theydonotdirectlystatethepur-
poseofcreatingthisapplication.Itmaybeforthesakeofmarketing—soitcertainlyhasdoneitsjob,seeingasmoreandmorepeoplechooseTargetfortheirdailynecessitiesandgroceryshopping.Theapplication
isoverallveryuser-friendly,havingexperiencedarebootintheirinterfacedesignin2014,allowingshopperstocarrymobilecouponswiththem,
readilyscannableattheirconvenience!
Application Introduction
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competitor analysis®cartwheel vs. RetailMeNot
Whilemanymobilecouponapplicationshavecometothesurfacerecently,wewillbeexaminingtwopopularapplicationsamongstcou-ponusers.Whileoneisforsingle-storeuse,andtheothercanbeusedatmultiplestores,bothhavesimilar features thatwecancompare intermsofusbailityandaesthetics.Theiropeningpagesarebothsimple,withthefocusontheirapplicationnamealongwithacatchyslogan.
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retailmenot®A look at their user interface
Easywaytoexitwiththebluecrossthatencouragesuserfredomandcontrol.Alsoaclearnotificationofwhenthecouponexpires(sinceit’supatthetopandinaclearlineofsight).
Cleardisplayofthediscount,whichisthemainpointofinterestformostusers.
Thebarcodethatisrequiredforscanningisbelowthefold,givingusersanotherstep(scrollingdown)toshowtheentirebarcode.
Storeoptionsareclearlydisplayed,althoughnotinanyorder.Whilethe‘favorite’functionisagreatfeature,
thecateogriesofstoresarenotdividedupinanyparticularorder,whichmayhindereasyaccessto
thecouponlateron.
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Themapisahelpfulfea-tureandincludesmultipleviews(listoption),althoughitdoesn’tindicatewhereyouareinrelationtothestore,norhowmanymilesyouareawayfromit.
Lookingthroughthecate-goriesisstraight-forward,withallthecategorieslist-edinalphabeticalorder.Theirrespectiveicons
arealsoclearlyillustrated.Thesearchfunctionatthetoprightisintuitivelyplacedandclearlyout-
linedinwhitesoitcanbeeasilyfound.
Thenavigationisstraight-forwardwithmetaphorsthatareprettyintuitiveforusers.Thereisalsoaclearindicationofwhichpageyouarecurrentlyusing,showingthe
systemstatus.
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Thesettingsfeatureiseasilyaccessible,beingatthetopleft.Itseemsabitawkwardlyplaced,butitdoesn’thindertheuseoftheapplication.
Thestoresaredividedupintothreesections:Ourbest,Justforyou,andPopular.Thenamesareprecise,andthenavigationbetweenthemisveryeasy.
Thefocusontheuserisapparentinthisdesign,astheoptionsthatarecenteredareallabouttheuser:JustForYouandFavorites.Thisisasub-tletouch,butisstillaclearintentional
useofdeisgn.
Whilescrollingthroughalltheoffers,eachstorewillopenupaspotlightthatdisplaysaback-groundphotoandsomedetails.Asyouscrollfurtherdown,thephotoanddetailswillopenupforeachoffer;someusersmaynotbeinterestedintheoffers,butthedetailsandphotowillstillopp-upandenlargeontheirscreen.Theexperienceofscroll-ingthroughisneatandflip-book-like,butitmaynotbethemostpracticalforallusers.
Thispageisthefirstpagethatcomesuponceyouopentheapp(ifyouareaexistinguser).Thesearchfunctionisquitelarge,takingupagoodportionofthescreen,allowinguserstocheckifthestoretheyarecurrentlyshoppingathasanyoffersthroughtheapp.Theplacementofthesearchbaranditssizeisanintelligentuseofspaceontheirpart.
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cartwheel homepage®An examination on usability
Oncetheapplicationopens,thisisthefirstpagethatpopsup(forex-istingusers).Therearecurrentlynoitemsaddedtothebarcode,solet’saddsome!Notonlydoesitlettheuserknowthattherearenoitems
currentlyonthebarcode,butalsoinnumberformatthetopright.
Thecalltoactionisclearwhentherearecurrentlynoitemsonthebarcodeforscanning.Thelargeredbuttoninvitesuserstoutilizethecouponapplication
andaddoffers.
Onceitemsareadded,thebarcodeisnowscannable,readytoapplyyoursavings.Allofyourofferswillalsobelistedbelow(whichcanalsobeeasilydeleted).Eachofferalsocontainsthedayisex-piresingraysotheusersknowhowlongitcanremainontheirbarcode.
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Oncethe‘offers’itemsisselect-ed,alistofcategoriesappearsinalphabeticalorder.Usersarethenabletosearchthroughwhichcat-egorytheywant.Whiletheyarealllistedfortheusertosee,therearealotofcategoriestoscrollthough,anditmaynotbethebestwayto
displaysomuchinformation.
Afterselectinganyofthemenuoptionsfromthescreencastabove,thereisalwaysabackbuttontogobacktotheorig-inalmenu,allowinguserfree-
domandcontrol.
Thethreelinesindicatingthemenubarisrelativelyintuitive,beingusedacrossmanyap-plicationsplatforms.Itisalsoconvenientlyplacedtotap.Onceopened,theoptionsarelisteddownwardverticallywithanicontotheleftofeachmenuitem.Themostusedop-tionsareaboveadividerline,placedinorderofmostlikelytobeused.
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Thescanningfeatureisonethatisusedfairlyoften,asital-lowsuserstocheckiftheitemstheyareconsideringpurchasingcurrentlyhavediscountsviaCartwheel.Targetmadeitsotheiconwasjustatthetoprightofeveryscreen,allowingthefeaturetobeeasilyaccesible.Thescanningregionalsotakesuptheentirescreen,zoomingtheuserinonthetaskathandwithoutanydistractors.Italsopresentsahelpfulindicationofwhereyoulineupyourbarcode.
Theirsigninpageanticipatestheusertohavedifferent
socialmediaaccounts,mak-ingiteasytosignupquickly.Iftheuserdoesn’thappentohaveanylinkableaccounts,ashortformisplacedatthebottomofscreen,whichisconvenientlyplaced.Itis
nicethatbothfeaturesarefitintoonescreensotheuserdoesn’thavetogothroughtoomanystepsjustinorder
toconfigureanaccount.
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Onceyouselectacategory,alloftheofferswillbedisplayed.Theitemscanalsobesortedaccord-ingto4categories,whichisnicefortheusertobeabletoperson-alizewhatshowsup.
Afterfindinganitemyoulike,youcanclickonit,allowingaportiontodropdownthatin-cludesan‘Add’buttonsoyoucanaddthedi-counttoyourbarcode(whichisnowreadyforscanning).
Eachdiscountitemisdisplayedeffficientlywiththediscountamountinred,detailsbelowit,andaclearpicture.Bytap-pingontheitem,youarealsoabletoseewhenitexpires.Allthenecessaryinformationauserwouldwanttoknowisavailable.
Whentheitemisadded,theuserisnotifiedthatthediscounthassuccessfullybeenapplied(bygrayingouttheimageandaddingacheckmarktoit),en-suringtheuserthattheprocessiscomplete.The‘Add’buttonthenturnsintoa‘Remove’but-toniftheuserwishestodeletetheitemfromtheirbarcode.
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Thesettingsarealsopersonalized,withtheoptionsclearlydisplayedinatraditionalformat.Iftheuserwantstonavigateaway,theycaneasilyaccessthemenuatthetop
left,orthesearchandbarcodefunctionsatthetopright.
Theuserprofileclearlydis-playsallpreviousactivity,alongwiththetotalamountsavedsofar.Themaininfor-mation(offersredeemed,offerspots,andtotalsavings)areallaestheticallyformatted,withthefocusonthetotalsavings,themainpointofinterestformostcouponusers.
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ThisistheBadgespagewhereyoucankeeptrackofyoursavings,withsomeincentivetocontinuetousetheapp.Thedesignisfriendly,withsomeperksifyouareafrequentuser.Thedesignisconsistentandthecolorschemefollowsmostoftheotherpages.
ThisistheirCollectionspage,wheredifferent
dealsarecategorizedincertain‘collections’.Whilethisisaninterestingfunc-tionthatmayprovetobeuseful,thedesigndoesn’tseementirelyconsistentcomparedtotheother
pages,asitisfullofcolorandphotographs.
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overall usability®and potential solutions
Overall, theCartwheel Target app is extremely user-friendly, fo-cusingonwhattheuserwouldwantandneedduringtheirshoppingexperienceinsideTarget.Thescanningfunctionmakesiteasyfortheusertopickoutwhichitemsareondiscountwithouthavingtosearchthroughalloftheiroffers;however,iftheywanttosearchthroughtheiroffers,theyareabletoshoparoundthroughtheapplicationinordertoseewhat theymaybe interested in.Thecolorschemeofwhiteandgrayareconsistentthroughoutmostoftheappexceptthe‘Collections’page.Ifthatpagewereupdatedtomakeitmoreconsistentwiththerestoftheirotherpages,theoverallexperiencemaybemorepleasurable.
On the right includes a cap ofoneofpreviouspagesoftheapplic-aitonbefore their re-design in2014.Theyhavemadevastimprovements,leaningmoretowardsasimplisticandfunapproachwiththetealcolorsandimprovedinformationdesign.Itiscleartheyhadtheiruserinmindwhende-signingforthehappyTargetshopper.
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WhiletheCartwheelmobileapplicationisonlycateredtoonestorecomparedtotheRetailMeNotapplicaiton,itisstillextremelysuccessfulas it is.Theonlysuggestionthatcomestomind, istoallowusersto‘favorite’certainitemsorsectionstheyfrequentlyshopat,sothattheycanbenotifiedwhenthatitemgoesondiscount.Fornow,itisonlysplitupinto‘Trending,Newest,Discount,andExpiring’.AfavoritessectioncouldpotentiallydrawinalotofTargetshoppers,anditisseemstobeafeaturethatcouldbeeasilyimplementedwithaheartorstaronthesideofeach item.Cartwheel’ssuccess iscertainlyowedto itscleanandsimpleuserinterfacelayouts,alongwithTarget’sfriendlybranding.Savinghasneverbeensoeasy!
conclusions®target carthweel: coupons with a whole new spin
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cartwheel case study // february 2015