case study
Best Buy
Using customer insights to deliver more relevant product experiences at scale.
Project Overview
Enterprise research revealed that customers weren't all shopping the same way. Rather than designing a one-size-fits-all product detail page, our team developed a more flexible experience informed by customer behaviors, shopping preferences, and product complexity.
Role
UX Manager
Responsibilities
Design Leadership
UX Strategy
Design Sprint Facilitation
Customer-Centered Research
Cross-functional Collaboration
Team Coaching
Approach
Identify
Customer research revealed distinct shopping behaviors and information needs.
Define
Established a scalable framework for customer types and product complexity.
Lead
Facilitated design sprints
and aligned the team around
a shared vision.
Deliver
Translated strategy into personalized product experiences at enterprise scale.
Identify
Different Customers. Different Needs.
Enterprise research revealed that customers approached shopping in fundamentally different ways. Some wanted Best Buy to be the expert, while others already considered themselves the expert. That insight became the foundation for a more flexible product experience.
Define
A Scalable Framework
Together with Product, we analyzed customer insights, shopping behaviors, and product complexity to define a repeatable framework for product detail pages. The result was a flexible system that could scale across product categories while better supporting different customer needs.
Simple Products
Products customers already understand. Prioritized key details, pricing, and purchase actions without unnecessary content.
Ecosystem Products
Products meant to be paired with complementary devices. The experience emphasized compatibility, bundles, and the broader ecosystem.
Large Products
High-consideration purchases that required additional decision support, including delivery, installation, and protection plans.
Lead
Guiding the Team
As Design Manager, my role shifted from designing every screen to creating the conditions for great design. I facilitated design sprints, aligned cross-functional partners, provided design direction, and coached the team toward a shared vision while ensuring consistency across every experience.
Deliver
Driving Business Impact
The framework became the foundation for millions of product detail page visits, helping customers navigate products more effectively while supporting measurable business growth.
$100M+ annual opportunity
Removing low-value content increased Add-to-Cart rates by more than 100 basis points on large product pages.
$2.5–3M annual revenue
The Simple Products redesign increased mobile revenue per visit and Add-to-Cart performance.
$14–56M future opportunity
Research identified additional revenue potential by surfacing educational video content within Ecosystem experiences.