Product Manager
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Bullseye's Playground

Our user research showed that for some mothers, the holidays have lost their magic. Instead of the enjoyment of finding the perfect gift, holiday shopping is a race to the bottom. How can retailers make it more magical? 

Bullseye's Playground is a series of mobile games that invite families to come to Target stores for more levels and surprises. Four select locations featured an even richer in-store experience using Project Tango Tablets to transform the store's aisles into a 3D adventure.

Bullseye's Playground - Mobile Games

Bullseye's Playground - Mobile Games

Bullseye's Playground featured a set of mini-games that could be previewed at home but contained advance levels only accessible in-store. 

Bullseye's Playground - Mobile Games

Bullseye's Playground - Mobile Games

The games were designed to be simple enough for kids while taking advantage of mobile device capabilities and pushing the boundaries of mobile Web Gl.

Bullseye's Playground - Mobile Games

Bullseye's Playground - Mobile Games

User testing revealed kids are surprisingly adept at navigating mobile games.  They were quick to grasp game mechanics, unafraid to explore, and quick to ignore instructional copy.

Bullseyes Playground - Project Tango App

Bullseyes Playground - Project Tango App

Four select stores featured a first-of-its kind virtual in-store experience that lets visitors be a part of Bullseye's Playground. The Project Tango Development Tablet app, available only in-store, transformed the store's aisles into a 3D adventure guests play by walking around the store and interacting with characters on the screen.

Bullseyes Playground - Project Tango App

Bullseyes Playground - Project Tango App

User testing revealed one critical finding — more snowballs. Despite the beautifully crafted character interactions, kids were happiest running around throwing snowballs. ❄

Bullseyes Playground - Project Tango App

Bullseyes Playground - Project Tango App

Special cases and a strap were added to the devices to prevent any mishaps.

Bullseye

Bullseye

A lot of people ask, and yes, I got to meet Bullseye. He's a cool guy.