Best Buy

Overview

Best Buy is not merely a retailer—it stands as a leading destination for the latest advancements in technology and entertainment. With a diverse array of products ranging from innovative electronics to premium home appliances, Best Buy consistently offers cutting-edge solutions that cater to the evolving needs of today’s tech-savvy consumers.

The company’s commitment to delivering an exceptional customer experience goes beyond simply offering products; Best Buy strives to empower its customers through personalized guidance and expert advice. Whether in-store or online, Best Buy’s knowledgeable staff is dedicated to helping customers navigate the complex landscape of technology, ensuring that they make informed decisions tailored to their unique needs and preferences.

At the core of Best Buy’s mission is the belief that technology has the potential to enhance and enrich the lives of individuals and communities alike. From the latest smart devices to home entertainment systems and appliances, Best Buy provides customers with the tools and resources to integrate technology seamlessly into their lives. With an unwavering focus on customer satisfaction, innovation, and accessibility, Best Buy is positioned not just as a retailer, but as a trusted partner in helping users harness the transformative power of technology.

My Role

As a Designer II at Best Buy, I played a key role in enhancing the customer review experience on BestBuy.com and the Best Buy app, focusing on improving touch points to drive better user engagement. I also contributed to optimizing internal workflows and systems to streamline operations for Best Buy employees.

• Customer Experience: Led design initiatives to improve user interactions and satisfaction across customer review platforms, both on the website and within the mobile app.

• Internal Tooling: Elevated internal tooling systems to enhance employee workflows, improving efficiency and collaboration within Best Buy's operations.

• External Integration & Data Flow: Led design efforts to integrate external data sources and ensure the secure flow of information on the website, maintaining high standards for security and data privacy.

• User Research: Conducted and facilitated several user research projects within the Digital Technology team to identify key user needs and expectations, ensuring data-driven design decisions.

Creating Intuitive Data Solutions

The value of experimentation and testing user data increases the confidence in the features and solutions our product teams plan to release. Currently, the rigid nature of the existing experimentation platform requires navigating through multiple systems and complex processes, which introduces unnecessary complexity, and makes running and experiment both laborious and prone to consistent points of failure. This in turn, hinders the product teams from conducting simple or lightweight experiments that focus on splitting and manipulating traffic flow.

I was tasked to design a fast, scalable, and reliable suite of analytics tooling and systems that make it easier for Data Consumers and Data Producers to collect reliable first-party and third-party customer data analytics. In order to facilitate users capturing the customer journey across any digital experience, I had to ensure the guiding principles in the experiences I designed established integrity, data quality, and consistency. This approach contributed to users being able to identify, implement and use customer journal data to provide the architecture to store, transform, and send data to consumers. The solutions to these complex problems enabled the delivery, access, and self-service exploration of customer data for high-value business use cases.

Prior to the redesign of the “Thank You” page, we were asking for customer feedback via email. This approach did not allow us to receive consistent and actionable customer feedback. The prior survey included several questions through the customers post purchase journey and is not sent until the order is fulfilled. Due to the number of email-related rules, a percentage of customers likely never received the survey.

By adding an in-house built solution, we aimed to increase the number of responses from users, quality of feedback we receive on the e-commerce platform to create a better experience for Best Buy customers.

Below is a walkthrough of the “Thank You” post purchase experience.

Through research we observed several challenges people experience when validating analytics network requests:

1. Keeping track of the steps to start validating metrics in the first place.

2. Needing to switch between SPAN and Customer Journal requests.

3. Viewing and keeping track of the relevant properties needed for validation.

The “Daylight” solution was able to solve these problems by simplifying the analytics validation experience. This tool allows users to better organize and present analytics network traffic. Users are also able to introspect on the metrics and actions that are sent on the page in real time. The solution is a Chrome extension that can be turned on whenever you need to validate analytics data.

1. Both SPAN and Customer Journal traffic are easily accessed in the same place.

2. Key data is displayed by default in the network call display with the ability to add custom columns as needed (ex: pageName, search results count).

3. Support for searching in the network requests on specific property or value names.

Below is a walkthrough of the “Daylight” Chrome extension.

How did my work impact Best Buy?

At Best Buy, I contributed to enhancing both the customer and employee digital experiences, aligning with the company's mission to be a leader in technology and entertainment. Best Buy is not just a retailer but a trusted partner for tech-savvy consumers, offering a diverse range of products and expert guidance to help customers navigate their technological needs.

In addition to customer-facing initiatives, I was tasked with improving Best Buy's experimentation platform. The existing system was complex and cumbersome, which hindered the product teams' ability to easily conduct A/B tests and manage traffic flow experiments. My objective was to design a fast, scalable suite of analytics tools to simplify the process for both Data Consumers and Data Producers. This solution enabled teams to collect and analyze accurate first-party and third-party customer data, ensuring data integrity, quality, and consistency. Through this work, I created tools that facilitated seamless data capturing across the customer journey and provided the necessary architecture for data storage, transformation, and distribution to consumers. The result was a more streamlined, self-service solution that empowered business teams to explore customer data for high-value use cases.