Portfolio

Target Video Game Endcap Redesign

Skills

Fixture Design

Store Experience Design

3D Modeling and Rendering

Introduction

 

I designed this product display in a course on retail fixture systems. I was asked to select a fixture that could be redesigned to better suit the customer’s needs. 

 

I selected a Target video game gondola endcap due to my prior familiarity with the brand and several of its fixtures.

Existing Endcap and Opportunity Areas

 

The existing endcap has plenty of pain points for users and several opportunity areas for further development. Below is a graphic visualizing the current system.

Goals and Strategy

Final Design

In the final product display, I split the large graphic, originally located on top, into two dynamically placed graphics with larger text and images. I also changed the header from "Nintendo" to read "Video Games" to expand flexibility. 

 

The storage space below has been slightly reduced in favor of side storage areas with easy to access compartments. Worries of theft could be easily monitored with light sensor systems such as those in use at brands like ULTA Beauty.

 

This model was designed in Rhino 6 and rendered in Keyshot 9.​

Visual Ideation

I began by sketching a huge variety of ideas. As many as I could think of. This helped spark new ideas as well as concepts that were combined into the final product.

Refining Form

I began by sketching a huge variety of ideas. As many as I could think of. This helped spark new ideas as well as concepts that were combined into the final product.

Final Thoughts

 

I think that this fixture is a massive improvement upon the existing fixture, but would benefit from some user feedback and testing. I find it's always important to get several differing thoughts and opinions about a design in order to make it the most accessible, user-friendly product possible. 

That said, I think my next steps would be to create a full-size prototype, conduct user studies, and test out different ideas at scale. Then revise and check for the ability to manufacture and scale such a fixture to several different stores.