The Target team challenged us to develop an online campaign that showcased their Merona brand online of stylish, comfortable clothes, that make people feel great in any situation. The result had to weave together multiple touch-points including the store boutique, social media, and a fashion blog in order to create a digital eco-system that connects the guest to the Merona story.

The design solution for the Merona online boutique followed four main guidelines for the user: to focus on a singular Merona online brand experience; to simplify the means to find and search for the products guests are looking for; to star the Merona story and point of view; and finally provide a clear sense of place as guests navigated around the Merona site experience.

On Facebook, we developed an interactive fashion room that inspired and empowered women to create their own Merona outfit collection, and afterwards share and purchase it. This fashion room acted as the crux for Merona to establish a meaningful relationship with their fans and their friends to play and engage with the brand in a unique way.

In less then a month from a soft launch, over eleven hundred outfits have been created by Merona fans and on the boutique site. Both product demand and guest conversation went up dramatically on the site as well as time spent on the website and average order value.

I was the principle interaction designer to handle the Merona Digital Brand Experience, and focused primarily on the Merona online boutique and Merona MyLook Maker on Facebook.