Target Kids’ Wish List App
Holiday creative plays such an important role in Target’s key marketing initiatives during the year, and the Kids’ Wish List App was no exception. I worked on a small team of creatives and engineers to craft a memorable & magical digital experience for our youngest guests. The goal was to provide kids with a fun, easy, and engaging way to build their Christmas wish list. The app featured simplified browsing, intuitive listing functionality, and a fun seasonal mini-game.
I provided UX & UI design, art direction, and lettering elements while also helping to bridge creative roles to help bring the project to life and produce a high-quality experience.
This project is an example of how all the magic of Target can come together to make a meaningful experience and a long-lasting, joyful brand impression for kids of all ages.
Responsibilities:
Creative Direction
Experience Design
UI Design
Illustration
Lettering
Ultimately, I wanted to recreate the magic for our guests that I experienced as a kid during the holiday season, spending countless hours pouring over the pages of the Sears Wish Book and drafting my list to send to Santa. Every decision down to the tiniest detail was based on whether or not it felt like magic.
The home screen for the app was focused on simple, fun, graphic representations of the main features of the app. Kids were able to select a character avatar, explore curated collections of toys, games & electronics, scan items from the Toy Catalog, play the mini-game “Snow-N-Roll,” and build their wish list to send to Santa.
Category browsing was simplified and focused on graphic representations of the most popular products. The product pages provided a simplified set of functions and details. The wish list section allowed kids to manage items, rank favorites, and send their list to Santa as many times as they wanted.
When kids were ready to send their list to Santa, they could write a personalized letter and sign their name. Sending the letter would trigger a Bullseye delivery animation.
A short time after a list was sent, kids would receive a notification that Santa had sent them a reply. Tapping the replay letter would trigger an opening animation that showed a personalized response from Santa.
In addition to the list-building and toy-browsing features of the app, kids could also play a mini-game where they would guide a snowball down a hill to pick up items and compete for a high score. I created a full set of lettering elements that were used in the UI of the experience.
Additional Design: Marie Bushbaum
3D Visual Design: Mitch Ernst
UX Design: Rachel Anderson
Animation: Ted Birt
App Development: Alessandro Miralles, Target Engineering Team