Target Virtual Airtime Card (VAC) Overview
Team: 1 UX Designer & 1 UI Designer
Time: 3-week sprint
Tools: Adobe XD, Photoshop, Illustrator, and Teams
Problem statement: Target customers could purchase prepaid wireless plans through Virtual Airtime Cards (VACs) when physical service cards were out of stock. However, after scanning the QR code or texting the activation code, customers were taken to a Tracfone-hosted page that contained no Target branding. This created a visual disconnect that caused confusion and reduced trust, as customers were unsure whether they had landed on a legitimate Target experience.
Solution: I designed a Target-branded mobile experience that maintained continuity between the in-store and digital journey while supporting multiple prepaid brands, including Tracfone, Simple Mobile, Total Wireless, and Net10. Customers could browse plans, select a service, and complete their purchase at the register by having the on-screen barcode scanned.
User testing revealed that participants were more likely to trust websites that included lifestyle imagery, so I introduced photography featuring a customer in Target-red apparel to reinforce credibility and familiarity. The vertically stacked brand “bubbles” provided a scalable navigation pattern that allowed additional brands to be added over time without requiring a redesign.
The final solution increased confidence in the digital purchase experience, eliminated issues caused by out-of-stock physical cards, and provided an accessible payment option for customers who preferred to pay in cash rather than online.
Old Target Virtual Air Time Mobile Experience
Customer needs to text TGTAIR to 611611 to launch the Target Virtual Air Time mobile site
Key Insight
User testing revealed that participants were hesitant to purchase plans from a page that lacked recognizable retail branding. To increase trust and create a seamless transition from the in-store experience, I introduced Target visual cues and lifestyle imagery. I also designed a scalable multi-brand navigation pattern to support future growth across prepaid brands.
User flow selecting a simple mobile service plan
From landing page to getting the barcode
Design Exploration
Scroll the carousel below to view some of the early landing page concepts. Initially, there were only going to be three brands available but then Net10 was added. Having the brand “bubbles” vertically aligned on the right provides a more scalable solution if more brands in the future need to be added.
Early landing page animation concept
Outcome
Successfully launched within the Target ecosystem
Established a more trusted and cohesive Target-to-digital customer journey
Created a scalable framework supporting multiple prepaid wireless brands
Enabled customers to purchase service plans even when physical airtime cards were unavailable