Shopping is turning into a conversation, and that changes what “good UX” even means. We sit down with Purvi Shah, Senior Vice President, User Experience at Target, to unpack how user experience works when it’s not just an app or a website, but an enterprise-wide system that touches millions of guests and hundreds of thousands of team members.
We get concrete about the daily craft behind human-centered design at scale: grounding in context, pulling in behavioral data, prototyping fast, and testing side by side with real users in the places they actually work and shop. Purvi also shares how Target thinks about UX as a strategic pillar tied to business goals, merchandising authority, and technology that makes experiences feel seamless rather than engineered.
Then we go deep on AI and agentic commerce. What should technology anticipate, and where should it step back? We talk about trust as a core quality metric, why personalization needs transparency and control, and how traceable recommendations build confidence. Along the way, we explore a deceptively simple line in the sand: just because a system can infer your habits doesn’t mean it has permission to act on your behalf.
If you care about retail innovation, digital transformation, UX strategy, or designing responsible AI experiences, this conversation will sharpen your thinking. Subscribe, share with a friend who builds products, and leave a review with your biggest question about AI in shopping.
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