2012 redesign vs. 2013 redesign: http://cl.ly/image/1w1q2w1w0Y0n
It was WAY better before the redesign!
I always admired how clean and forward-looking their old site was. I'd love to meet the people who directed this redesign.
Holy shit - that really puts things in perspective.
What I find very interesting about this final product is they work with designers in almost every industry every day. If you look into Target's history, that's how Target started becoming the company we all know today. This site is a clear indication that there was huge miscommunication between designer, corporate, and web customers.
Like Stelian mentioned I also wonder which performs better as well. As much as the new design makes my eyes burn, there are some very clear indications here that actual customers/users may have driven the direction of the design ... big data.
Let’s look at the 2012 version for a second. On the old site, it was more of a brand piece... hunt and peck though navigation to find something... big images... and lots of real-estate spent on marketing messages and emotional hooks - NOT on product discovery or specials.
Now, look at the drastic change of theme on the new site. The new emphasis is on cost savings. In fact, a whole navigational section dedicated to "ways to save" is placed higher in importance than "cool stuff"... which is kind of what the entire old homepage was all about. Quickly, I've counted the following on the homepage:
FREE was used 3 times, SALE was used 4 times, DEALS was used 10 times, and SAVE was used 5 times.
Now... that in addition to the new savings menu makes it pretty clear to me that they had data that told them people cared much more about deals and product discovery... a lot more than a sexier emotional sell. This is NOT Apple. Target is a conduit to access other brands and products. In the end, sexy may work worse for them. Ultimately - especially online - they simply want to drive users to products more efficiently… towards things on sale. It seems to me this is what their demo clearly wants.
Now, do I like how it looks as a designer? Hell no. But... it's clear that something was driving this direction and I'll put money on the table it was what their actual users actually craved. It honestly makes me wonder if the site numbers took a dive with the new design last year.
In the end, I think a much stronger middle ground will emerge over time, but data doesn't lie... and in the business they are in, if they can make XX more money by directing users to deals and actual product... I can't blame them in the least.
I just wish it was a little less eye-searing.
There are a few types of interface design: visual design, experience design, and conversion design. The design that converts the best often has poor visuals and ux.
Interesting point. I personally don't shop at Target. I know my mom does though and when she goes on their site it's to do one of 3 things:
- Search for an item to see if she can find it at the store
- Look up weekly coupons
- Check out sales
While the new redesign doesn't do justice to our eyes, it's clearly targeting a completely different demographic (a.k.a my mom and your mom). If this were marketing 101 and they have the analytics to show for the reason behind this change, they would've gotten an A+.
Thank you for a weathered response.
Although I'd like to see numbers. Which design sells better?
This is the key comment. Why else would they invest the resources and money to redesign unless the previous version wasn't performing.
I'd be very instructive to read a case study or something.
Oh. Oh dear.
The only reason I know this is an actual modern website is because some of those ad panels are using webfonts.
Where do I even begin...
I really want to know what the thought process was behind some of these design decisions.
Ugly drop shadow aside, this: http://cl.ly/image/2O472I460b1S is like hitting a brick wall of information. My eyes just glaze over it.
"Can you make it pop more?" - Target Exec, late 2013
You can't even focus on the product with those shadows, you know, the items they sell to make money
kill the drop shadows and this looks exactly like http://store.apple.com/ so ok.
No, it does not… http://tiny.ec/image/2f0M0T1R3O3r
Apple understands that white space is important; as is not having more than 3 product columns at any time, and making the product photo front and center, not some cutesy font.
Right. Same layout and intent, but with completely failed execution.
120º shadows FTW. Retro chic!
Most overwhelming homepage ever. Such an eyesore.
Is this un-design? If so it most definitely won the game! :P
So goddamn busy.
So much for content as king. Jesus.
Didn't Huge do the redesign a year or two ago? I wonder if they had something to do with this.
I assure you they did not.
The worst part is by far the black borders on click for everything on the homepage. I really want to believe it's some sort of global CSS mistake.
Breaking my own rule and testing in production.
Break that rule.
God, that red and that icon. I always saw some real potential in using both of those to make something really clean and beautiful.
this is absolutely terrible. I wonder what they were thinking though...
is there a way to put everything everywhere all at once? yes? good, go with that.
"oh maybe this doesn't look as good as we thought it would… let's just put a drop shadow on everything"
The website is down for me, anyone else getting that? Maybe they pulled it and are doing the ol' ditch and switch!?
Yeah I have the same issue. I'm sure they will put the old design back.
Currently looking its mobile version and its way better. At least no shadows :)
Literally getting a headache trying to focus on the content.
anyone have a screenshot of their old design to compare?
Jayna W. posted a comparison here: https://news.layervault.com/stories/10565-target-a-cautionary-tale-of-working-with-marketing-departments
What's the matter guys? I think it looks like the best redesign to date!
Target has a Video showing the 'best parts of the new site'
Their product pages aren't that bad, that homepage though...
Those look like they were from the previous design.
That video is from the previous re-design.