Case Study

Target

Explores how integrating fashion catwalk videos into the Target e-commerce experience can help shoppers make more confident sizing decisions.

Problem

As a regular Target shopper, I realized the play button on apparel pages suggests a catwalk video, but instead only displays a slideshow of photos. This missing video experience prevents shoppers like me from seeing how the outfit truly moves and fits, making size selection harder and less reliable. The gap not only affects shopper confidence but also contributes to avoidable dissatisfaction and product returns—revealing a clear opportunity to enhance the Target online shopping experience.

Goals

Solution

My solution is to integrate real fashion catwalk videos directly into Target’s apparel product pages. As a Target shopper myself, I know how valuable it is to see how clothing actually fits and moves on a real body—something static images can’t fully communicate.

By adding short runway-style videos, shoppers can view garments in motion, understand fabric behavior, and make more confident sizing decisions. This dynamic experience not only enhances user satisfaction but also helps reduce incorrect size selections, lowering customer dissatisfaction and minimizing product return rates.

I focused on aligning the needs of Target shoppers, the business, and the technical team to bring the Catwalk feature to life. As both a shopper and designer, I saw how valuable it would be for users to view clothing in motion and make more confident sizing decisions. For the business, this feature supports stronger brand identity, higher sales, and improved customer satisfaction. On the technical side, it requires high-quality video integration and smooth, reliable playback.

By harmonizing these goals, my solution creates a unified path toward a more engaging shopping experience, fewer product returns, and a stronger digital presence for Target.

My Process

Research

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Define

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Ideate

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Design

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Prototype

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Test

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Iterate

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Research * Define * Ideate * Design * Prototype * Test * Iterate *

Research

Competitor Analysis

To understand how video impacts online fashion shopping, I analyzed Macy’s, ASOS, and Lulus—brands I shop from regularly. Each competitor uses video to strengthen product clarity and help shoppers make confident sizing decisions.

Macy’s offers multiple model angles and occasional walk-throughs, but their video experience is inconsistent.
ASOS sets the industry standard with full catwalk videos across diverse body types, giving shoppers a clear sense of fit and fabric movement.
Lulus uses slow-motion and split-screen videos that instantly show how clothing moves in real life.

Across all three brands, one pattern was undeniable: catwalk videos help customers understand fit better than static images.

This revealed a major opportunity for Target—where product pages often rely on image slideshows—to introduce catwalk videos that improve sizing confidence, reduce returns, and enhance the overall shopping experience.

User Interviews

I interviewed five Target shoppers to understand their online clothing experience, challenges with sizing, and interest in catwalk-style videos. Across all participants, one insight was consistent: shoppers struggle to confidently choose the right size online, and videos would greatly improve their decision-making.

The videos reduced my return rate

- Manny

Watching the flow of the fabrics and texture felt real.

- Steve

I can see the shade of color as the models walk.

- Mary

I can visualize my size correctly.

- Peter

Customer reviews are a helpful guide when making a buying decision.

- Sandra

Interview Data

Wireframes

These designs demonstrate how catwalk videos are integrated into the Target app to enhance product evaluation. Shoppers can easily identify video-enabled fashion items, view dynamic product movement from the product page, and watch a full-screen video that provides sizing and fit details. This feature increases buyer confidence, supports faster decision-making, and encourages a more immersive and informed shopping experience.

Key Findings

Sizing uncertainty is a major pain point
Users often rely on guesswork, minimal size charts, or model photos, which frequently leads to wrong-size orders.
Returns are common and frustrating
Most participants return clothing often—mainly due to poor fit. This not only delays their shopping process but also makes them hesitant to buy again.
Catwalk videos are strongly desired
Pop-ups, overwhelming menus, and unreliable size guides contribute to dissatisfaction. Users want clearer, more realistic product visualization.
Current online shopping experiences feel incomplete
A few participants go to stores just to confirm sizing before ordering online—highlighting a gap Target could close with better visual tools.

Define

What is my Persona?

Tammy is a 35-year-old fashion stylist and content creator who shops almost entirely online to discover new, trendy pieces for her work. Because she relies on accurate visuals to choose outfits for styling and content shoots, she prefers websites with fashion catwalk videos that show real movement and fit. Her biggest frustration is receiving items that don’t fit as expected, leading to frequent returns— making her an ideal user for a Catwalk Video feature.

Sketches

Ideate

Site Map

This user flow illustrates how a Target shopper orders a dress online, with a special focus on product confidence through fashion catwalk videos. The flow follows a familiar e-commerce journey while integrating video as a key decision-making touchpoint.

Design

Sketching the catwalk video feature for Target’s fashion category allowed me to visualize how customers interact with apparel before purchasing. At this early stage, I created low-fidelity wireframes to explore how catwalk videos could seamlessly integrate into Target’s current product browsing experience — from the clothing gallery to product detail pages and a “Shop the Look” extension.

1. Introduce Body Type / Model Selector
Allow users to view the catwalk video on models with different body types, heights, and sizes. This increases inclusivity and helps shoppers find a look that more closely reflects their own proportions.

2. A/B Test Video CTA Placement and Labeling
Experiment with different CTA placements and copy (e.g., “See It in Motion,” “Watch Fit Video”) to optimize engagement and determine which version drives the highest interaction.

3. Enhance Accessibility for Video Content
Include captions, audio descriptions, and accessible controls to ensure all users—especially those with visual or hearing needs—can benefit from the catwalk experience.

4. Track and Measure Feature Impact
Set up analytics to understand:

Video view rate
Add-to-cart rate after watching the video
Return rate changes
Engagement with the “Shop the Look” feature

5. Expand Video Availability
Roll out catwalk videos across more product categories (tops, bottoms, accessories)

Test

Iterate

Total Participants : 5

Goal : To understand if the navigation flow in the wireframe is easy to understand.

Usability Testing : This test is important to ensure the platform meets the expectation of the target audience. I tested the Play button on the fashion catwalk video to ensure the users engage it seamlessly.

Analysis of test result : The usability testing achieved a 100% success rate, showcasing the design's effectiveness. All participants completed the test smoothly, highlighting a seamless experience.

Feedback: No changes were needed during the process, allowing me to complete the project without further revisions. My initial work met all standards and objectives, aligning perfectly with expectations.

Before vs. After: The Story Behind My Iteration

Before Iteration – Identifying the Gap

As I observed users interacting with the original product page, a clear pattern started to emerge. Many users completely missed the small play icon that triggered the catwalk video, even though the video was the feature they were most excited about. They depended heavily on static images, which didn’t fully communicate how the fabric moved or how the dress would look in real life.

At the same time, several users hesitated when choosing a size. They mentioned wanting a tool that helped them better understand fit, especially since online fashion purchases often feel uncertain.

These insights revealed a deeper issue:

The design was not supporting shopper confidence at the moment they needed it most — when deciding to buy.

After Iteration – Designing With Clarity and Confidence in Mind

To address this, I redesigned the product page with two key goals in mind:
1) make the catwalk video unmistakably discoverable, and
2) give shoppers immediate access to sizing help.

I introduced a bold, clearly labeled “View Catwalk Video” button directly on top of the image, transforming the video from a hidden feature into a core part of the product experience. This small shift made a big difference—users immediately noticed it, tapped it more often, and expressed excitement about seeing the outfit in motion.

Next, I added a measuring tool CTA based on user feedback. This gave shoppers a quick way to check their sizing and reduced the uncertainty many felt during their decision-making process.

These two enhancements worked together to create a smoother, more supportive journey:

Now, shoppers can see how the dress moves and confirm their fit, all before scrolling — creating a more confident and enjoyable shopping experience.

I re-introduced a “Shop the Look” icon next to the catwalk video controls, allowing users to instantly explore and purchase the full outfit worn by the model. This creates a seamless transition from viewing the product in motion to discovering complementary items, supporting both user inspiration and Target’s cross-selling strategy.

Before

After

Next Steps

Final Thoughts

This project introduced an exciting catwalk video feature to the Target app, creating a more dynamic and immersive shopping journey. By giving users a realistic view of garment fit and movement, it better supports online fashion decisions. Usability testing showed strong enthusiasm for this feature—many users expressed they would love to see Target implement it for real.