Target Bookmarked

Target’s Book Club encourages guests to discover and enjoy books by joining reading clubs. In addition to the Target in-store promotions, they created an online space for book clubs to stay connected.

Challenge

Members could do a lot of things with their online club: schedule events, create opinion polls, keep track of book selections, share reading lists, review books and start discussion threads. The challenge was to make an intuitive and simple user experience: making it easy for people to use the site (and want to keep using it) to enhance their book clubs.

Services

Web Design
Email Design
Illustration

Details

Agency: Code 42
Branding: Richard Boynton, Wink

Solution

The Bookmarked program breathed new life into Target’s book business. While book sales were flat for years, Target increased same-store book sales nationwide by almost 9% after its introduction.

Their online club created a place for people to hang out and talk about books with their friends. I expanded designs based on initial concepts: fleshing out the complete user flow and page functionality. I also created branded emails, club promotions, and custom illustrations, enhancing the brand and helping members use the site more fully.

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