Target is an iconic Australian retailer dedicated to making fashion, style and quality affordable for the whole family. Recently named Australia’s favourite online apparel retailer (StarTrack Online Retailers 2015 report), they wanted to use mobile as a way to connect Target’s multiple channels to their customers, and create a more engaging shopping experience. Target chose ThoughtWorks to bring this vision to life and launch at peak trading, as well as help them build long-term capabilities designed to improve customer experience. ThoughtWorks User Experience Designers engaged with almost 3000 customers to discover opportunities and narrow down the scope for the mobile application. Rather than traditional research techniques that are focused on demographics, the team focused on ethnographic methods, which helped go beyond the relationship of customers with the store, to understand how Target fits into the broader context of their lives. As a part of the service design mapping, Thoughtworks involved Target’s store team members, call centre staff, marketers, and merchandising leads to ensure a holistic understanding of the customer.