Best Buy
An automated wishes sender mobile app that helps you stay on top of special events in your life.
At-a-glance
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
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Ensure the safety of customers and employees
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Disburden workload of employees
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Retain the nostalgia of shopping on Black Friday
My role
Tools
Duration
Team
UX research
Visual design
Interaction design
Ideation
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Figma
Adobe illustrator
Procreate
After effects
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Aug 2021 – Nov 2021
Team of 4 designers
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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
Home screen with game banner
Creating wish list
Add location
Augmented store map
Select Time slot
QR token/ticket
From concept to design. It was quite a journey from research to final prototypes!
Understanding the highs and lows of the Black Friday sale experience
Secondary research Insights : Down the Reddit hole
Secondary research Insights : Desktop Research
Primary research Insights : Semi-structured interview
Interview Questions
Interview Insights: Shoppers
Interview Insights: Employees
Gathering our research findings and thoughts.
Affinity Mapping
Realized themes
Customer management vs Employee experience map
What did we learn?
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
Analyzing the concept
Finalizing the concept
Wireframes: Initial Concept
Hi-fi Protoype: Initial Concept
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.
Observation
Designing a minimal onboarding screen for users to quickly understand the purpose and functionality of game.
Challenge
Impact
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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.
Observation
To design an attractive banner that will quickly guide users without overwhelming them.
Challenge
Impact
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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.
Observation
To design an attention-grabbing reminder pop-up that will intimate user to collect their digital tickets.
Challenge
Impact
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80% of participants clicked the banner.
Design System
Iconography
Tools used: Figma
Hi-fi Prototypes
Bringing designs to life
Interactive prototype
Overview of features
Onboarding
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