Case Study
Best Buy
Using customer insights to deliver more relevant product experiences at scale.
Project Overview
Enterprise research revealed that not all customers shop the same way. Rather than designing a one-size-fits-all product detail page, we created a scalable personalization framework that adapted the experience based on customer needs and product complexity.
Impact
$100M+ Annual Opportunity
$2.5–3M Annual Revenue
$14–56M Future Opportunity
Responsibilities
Design Leadership
Product Strategy
Design Sprint Facilitation
Customer-Centered Research
Approach
Identify
Customer research uncovered distinct shopping behaviors and decision-making patterns.
Define
Created a scalable personalization framework based on customer needs and product complexity.
Lead
Facilitated design sprints and aligned cross-functional teams around a shared vision.
Deliver
Scaled personalized product experiences across millions of product detail page visits.
Identify
Not Every Customer Shops the Same Way
Enterprise research revealed that customers approached purchasing differently. Some wanted Best Buy to guide them through the decision, while others simply wanted the information they needed without unnecessary friction. That insight became the foundation for a more personalized shopping experience.
Define
A Framework Built Around Customers
Working closely with Product, we translated customer research into a scalable framework that adapted the product detail page based on customer needs and product complexity.
Simple Products
Customers already understood these products and wanted a fast, streamlined experience focused on essential information and a clear path to purchase.
Ecosystem Products
Customers needed help understanding how products worked together. The experience emphasized compatibility, bundles, and complementary devices.
Large Products
High-consideration purchases required additional guidance, including richer product information, delivery options, installation services, and protection plans.
Lead
Leading Through Strategy
As Design Manager, I created the conditions for great design by facilitating design sprints, aligning cross-functional partners, coaching designers, and guiding the team toward a shared vision. My role was to balance customer needs with business goals while ensuring consistency across every experience.
Deliver
Driving Business Impact
The personalization framework became the foundation for millions of product detail page visits, creating measurable value for both customers and the business.
$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.