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Best Buy

An automated wishes sender mobile app that helps you stay on top of special events in your life.


In the year 2021, Best Buy expects more people to return to physical stores locations as a result of increased vaccinations and a touch of "cabin fever".


How might we design the experience to

  • Ensure the safety of customers and employees

  • Disburden workload of employees

  • Retain the nostalgia of shopping on Black Friday

My role




UX research

Visual design

Interaction design



Adobe illustrator


After effects

Aug 2021 – Nov 2021

Team of 4 designers


Due to Increased vaccinations more people return to physical stores 

In the year 2021, Best Buy expects more people to return to physical stores locations as a result of increasing vaccinations — and a touch of "cabin fever." 

Problem space

How might we improve the customer management and planning for shoppers and employees to have a less stressful Black Friday work experience?

In-app tasks and rewards-based games to encourage customers to pre-plan their shopping list and qualify for early time slots on Black Friday 

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Home screen with game banner

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Creating wish list

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Add location

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Augmented store map

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Select Time slot

QR token/ticket


From concept to design. It was quite a journey from research to final prototypes!

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Understanding the highs and lows of the Black Friday sale experience

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Secondary research Insights : Down the Reddit hole

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Secondary research Insights : Desktop Research

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Primary research Insights : Semi-structured interview

Interview Questions

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Interview Insights: Shoppers

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Interview Insights: Employees

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Gathering our research findings and thoughts.

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Affinity Mapping

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Realized themes

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Customer management vs Employee experience map

What did we learn?

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Initial problem space 

How might we improve the experiential factors for employees to have a comfortable Black Friday work experience?


Generating ideas based on the insights gathered

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Analyzing the concept

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Finalizing the concept

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Wireframes: Initial Concept

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Hi-fi Protoype: Initial Concept

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Evaluation: Initial Concept

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Iteration: Based on feedback received from the initial evaluation

Iteration 1 vs 2: Onboarding Screens

The landing screen for the game introduction was very heavy on text. All the participants during the 5-second test skipped the instructions.


Designing a minimal onboarding screen for users to quickly understand the purpose and functionality of game.




  • 90% of participants read the information depicted in onboarding

Iteration 1 vs 2: "Join the game" button redesign

60% of total participants reported that the "join the game" button didn't catch their attention adding to their confusion.


To design an attractive banner that will quickly guide users without overwhelming them.




  • 100% of participants found the banner helpful and eye-catching!

Iteration 1 vs 2:  Digital token reminder

The idea of a digital token or ticket in order to enter the store was not clear to participants until the end of the flow. 30% of the total participants even skipped that part.


To design an attention-grabbing reminder pop-up that will intimate user to collect their digital tickets.


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  • 80% of participants clicked the banner.

Design System

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Tools used: Figma

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Hi-fi Prototypes

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Bringing designs to life

Interactive prototype

Overview of features


A quick overview about the game purpose and functionality.

Feature 1

Creating wish list

Users are encouraged to pre-plan their shopping list in order to collect points to qualify for the early time slots.

Feature 3

Loading location based store map

Users can view a 3-D version of the store map to get an overview of item locations to save the time of searching during sales.

Feature 4

Booking Time slots and generating digital tickets.

User with the highest ranks is qualified for early times slots. Once time slots are selected, the user can then download or digital ticket to enter the store.

The final prototype video



The lessons I have learnt

Take it EASY: It was at times difficult to focus on a specific part of the design space as we felt that we are being too basic! But, we realized a bit later in our process that instead of trying to solve everything, even trying to solve a part of everything contributes to the design space

Take it SLOW: Coming up with a plethora of solutions and concepts doesn’t guarantee success. Instead, reflecting on the findings gained during various stages is more insightful than hunting for solutions (which is never going to be the best)

Take it with a grain of salt: It was very easy to get carried away with our assumptions and likings, that we ignore some important aspects. Being a bit skeptical as a designer opens up the mind to more possibilities, opportunities, and challenges

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