Best Buy’s general initiatives to define a holistic customer experience found little traction in the organization at large. They needed to look horizontally across the entire digital ecosystem, identify key areas of opportunity for broader customer impact, and provide a path forward for their internal product teams.
In six weeks, provide a conceptual framework to improve and differentiate the Best Buy customer account (My Best Buy) experience by optimizing and conceptualizing connections between online browsing, product research, in-store interactions and paths to purchase across channels.
By providing clearer, more direct paths to products and services that customers are likely to purchase, we’ll help support the five key value propositions of Best Buy’s “High-Touch Tech Fan” segment strategy:
All the latest tech.
Expert advice.
Best fits my needs.
Wherever and whenever.
Helps me get the most out of my tech.
My Role: Service and UX Designer
Key Activities: Discovery, stakeholder workshops, concept development.
Our concept innovation work implemented in Q1 of 2016 laid the foundation for Best Buy’s vision of the ultimate “We know you” omni-channel customer experience. The account section (My Best Buy) was transformed from a static list into the TIMELINE, a persistent element displaying shopping history, calls to action specific to customers’ previous actions and purchase history, and personalized content across all channels and touchpoints.
“Best Buy’s [2016] third quarter online growth of over 24% results in a very solid quarter, and continues to validate the company’s multi-channel transformation,”
From an agency standpoint, Fjord’s relationship with Best Buy changed from a single, roughly 300k project to a major account, resulting in a new Fjord satellite office in MN and annual revenue exceeding 2mm.
We measured Best Buy’s current customer account experience against the five key value propositions of the Best Buy “High-Touch Tech Fan” segment strategy.
Applying ecommerce best practices and innovating on current online shopping experinces, we mapped out front and backstage user flows that hit on value props in Best Buy’s strategy.
With pre-work on personas and user flows in hand, we set up a workshop in Minneapolis to refine user flows and dive deep into personas, scenarios and transactions to extract data points across a range of categories, including social, economic, environmental, location and schedule.
Derived from feature sets defined in the concept innovation workshop conducted in December 2015, we designed and presented several concepts related to the product ecosystem portion of the customer hub experience.
This product ecosystem covers the “High-Touch Tech Fan” customer segment and the visual design is based on the current Best Buy pattern library.
The following screens show the “ribbon” concept within the account section.
Shopping History captures last visit with options to keep shopping and view an interactive shopping timeline.
My Products surfaces additional product library information and provides deep linking to Product Ecosystem within the Customer Hub destination.
Services, rewards, lists, and other Customer Hub components can surface relevant indicators, providing progressive display of content, and deep linking to the Customer Hub.
