Objective Redesign the Best Buy credit card application to increase customer engagement and decrease drop-off.
While redesigning the credit card application, a mobile experience was also created for it, which previously didn't exist.
Process Data collected when the previous experience was live as well as baseline user testing of that experience was used to influence the redesign. User testing was also performed on the new experience that was designed and the findings were used to improve the experience prior to launch.
Results While fewer users entered the new credit card application than before, more users were able to successfully complete the application, get approved for a credit card, and were able to shop immediately afterwards than had previously.
BestBuy.com Purchase History
Objective Create an experience within the BestBuy.com customer profile that allows users to see all of their purchases, both in-store and online, in one place within their online account.
The intent was also to present a user's purchases on more of an item level rather than a transaction level.
Process This experience was implemented in multiple phases. The MVP started with simply allowing users to view all of their purchases in one place. Features like back to top, returned items, service plans, discounts, shipping costs, and filters were added incrementally as improvements after the initial launch of this experience.
Digital "sketches" / design iterations
From the digital sketches, a single direction was chosen and fleshed out in more detail to show all possible scenarios.
Final direction was fleshed out in even more detail to desired MVP state.
Left: desired MVP state | Right: actual MVP state that went live
Digital "sketches" / design iterations of returns
Final design of returns, one of a number of improvements that were implemented after the initial launch
Left: MVP | Right: Final
My Best Buy Rewards Overview
Objective Create an experience within the BestBuy.com customer profile that allows users to see all of their My Best Buy rewards information in one place within their online account.
Process Previously, the content and functionality of each section was housed on individual pages due to technical limitations. The creation of the Rewards Overview page brought all of the user's rewards information together on a single page.
BestBuy.com Sale Pages
Objective Create a template for sale pages on BestBuy.com to help decrease the amount of time needed to create and update them.
Process The first attempt to create a template started out as using CSS to define commonly used layouts of content. Eventually, a CMS was created to manage the content and layout of the page.
While the main goal wasn't necessarily to increase conversion, A/B testing was performed to ensure that the new experience didn't cause detriment.
Results The effort was so successful that the idea was scaled to the majority of the of BestBuy.com.
Left: then | Right: now
Completely custom HTML
First attempt at a "template" using CSS to create various layouts, such as 2-, 3-, and 4-across product rows. Also included a more uniform way of badging products as well as a more formulated approach to the layout of the page.
Continued the use of CSS styling for the different row layouts. Badging of products was removed all together. Price blocks became more uniform in their use and layout, aligning to each other. Also allowed for a more promotional look and feel.
Version 4 (current)
Uses CMS to manage the content and layout of the page. Introduced using headers to separate products based on category. Buttons are used as call-to-actions and align to each other. Price blocks have become even more uniform and continue to align to each other. Majority of content (images, product titles, prices, etc.) is pulled dynamically.
Geek Squad Advanced Exchange
Objective Create a v1 experience for Geek Squad Advanced Exchange, an experience that allows customers who've purchased Geek Squad coverage on certain products to get a replacement device via mail. The request can be initiated by the customer on their own without having to go to a store to have an agent do it for them, and customers don't have to surrender their device that needs replacing until its replacement arrives in the mail.
Process A usability study was performed and identified a number of user pain points in the experience. Those findings were used to improve the experience and more user testing was conducted to test the effectiveness of those improvements.