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Best Buy

Retail User

Experience Design

Evolved high-traffic brand pages to easily connect user’s with in-demand products and drive conversion.

Overview

During a critical high-traffic holiday period, added sale-specific messaging across all Brand Pages on BestBuy.ca. As a result, customers were able to find on sale products from each brand, without having to engage further with filters.

Applicable Skills

  • User Experience Design

  • Visual and Hierarchy Design

Design Brief

Every month, BestBuy.ca is visited by millions of qualified, high-intent customers searching in search of their favourite tech products. As a member of a newly formed team, our goal was to monetize the traffic that hits Best Buy every day, through the launch of a vendor-funded content program.


Accompanied by two senior experience designers, my task was to define and evolve the visual appearance of the sponsored content to best communicate relevant information to the customer in their shopping journey.

The Status Quo

Every major partner with Best Buy (such as Apple, Google, and Microsoft) has a dedicated landing page, accessed from the main navigation or by SEO. Currently, a hero banner is displayed to orient customers and provide them access to educational content about the products offered by each brand.

Brand Page for Acer
Standard layout and content structure for a Brand Page. The edge-to-edge banner serves the purpose of orientating the customer to the brand they are viewing.

Shaking Things Up

During this sale period, many shoppers come directly to these pages with the intention to buy on-sale items. However, this can quickly become disorienting and confusing to customers trying to weed out the best deals.


Our proposed solution was to introduce a slim graphic banner, presenting sale-specific messaging relevant to each of our top 30 brands. This banner would sit underneath the main orientation banner, providing a quick clickthrough to all on-sale products.

The Challenge

86% percent of consumers are subject to banner-blindness: a subconscious tendency to ignore visually-heavy elements such as ads or hero banners. This presented a challenge, as simply stacking two major elements on top of each other would likely result in users simply missing the important information altogether, either bouncing from the page or site entirely.


A way of solving this problem was to introduce a secondary banner into the hierarchy of the page, slimmer than the banner sitting above it. A customer could navigate to this page, possibly even from Google, still see confirmation that they are in fact on a brand’s page, and have access to on-sale products above the fold.

Desktop/Mobile wireframe of Brand Page

The Results.

This approach proved beneficial for users. They were more easily able to reach what they wanted, and as a result the business saw considerable jumps on the brand pages.

123%

increase in conversion participation for user's who navigated to a brand page.

156%

increase in revenue participation for user's who navigated to a brand page.

Mockup of final Brand URL experience.

SCBO

UI and Component Library Design

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