Target · Human-Centered Design
Baby Boutique. Reimagined for new parents.
A human-centered retail concept built for Target's Baby ecosystem, powered by AI-driven personalization.
Turning consumer insight into a concierge-level retail experience.
Developed the strategy and scaled a new retail concept within Target's Baby ecosystem, designed to address the needs of parents and their families — in-store and online.
Using human-centered design and AI augmentation, we turned every omnichannel touchpoint into a 1-on-1 concierge experience for Target consumers, informing how the concept was tested, refined, and scaled enterprise-wide.
The Baby Boutique concept was piloted in 15 Target stores across Los Angeles and Minneapolis, and after meeting strong metrics for member sign-ups and conversion, scaled to 250 Target stores across the entire store fleet.