One of the biggest challenges facing Best Buy is the trend towards showrooming. This is when customers browse items in the physical store with the intention of ordering online from a competitor. Working with Best Buy, we learned that showrooming was partially a symptom of customers’ poor perception of the in-store experience, including customers' interactions with Best Buy sales associates and the confidence customers felt about their ability find the right item in a timely way.
Our solution focused on providing access to the info shoppers want and connect customers to knowledgeable sales associates in an easy way and on the customers' terms. The big concepts driving much of our work included the following:
Connect store and home so customers' research at home is actionable in the store. We achieved this by design solutions including online inventory search, saved lists, and a customer mobile-app experience that was smarter about store layout, product availability, and customer ratings.
Empower sales associates with digital tools to improve customers’ in-store experience. We designed the first mobile- and tablet-app experiences for sales associates at Best Buy, and these apps were the foundation on which we reimagined the service design experience sales associates could use to engage customers throughout the store, spark meaningful product consultations, and accelerate buying decisions.
My work with Best Buy spanned customer research, concept design, and UX design for in-home e-commerce web and mobile apps as well as in-store digital tools for associate tablets and large format displays.
I was the Principal UX Designer with additional responsibilities for strategy, user research, and client management. I worked closely with creative directors, visual designers and account managers at a Best Buy partner agency.
Key deliverables included the following:
• Customer Research
• Concept Generation
• Product Strategy
• UX Design + Interaction Specifications
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