Best Buy
Transforming the mobile app from a transaction-based tool into a content-rich, daily engagement platform
The problem: The Best Buy app was underutilized between purchases due to information overload and lack of personalization.
What I did: Reimagined the app’s structure and features to foster daily engagement through personalization, community content, and expert support.
What changed: Increased user interaction, reduced churn, and projected $40M in annual revenue growth through deeper customer loyalty.
Summary
I explored new opportunities to improve the Best Buy mobile app. We wanted to transform the current retail app from a strictly shopping experience to a daily use experience.
My Deliverables
Competitive Analysis, Personas, Information Architecture, User Journey Map, Wireframing, Prototyping
Role
UX Designer
Tools
Figma, Miro, Google Slides
When
2021
Team
Myself
1 Product Manager
The Challenge
Make the app more helpful and guide customers to the right products — every time.
The Best Buy mobile app was largely transactional, not experiential. Customers left the app to do product research elsewhere. And even once inside the app, they were overwhelmed by cluttered information and a lack of personalized guidance. We needed to rethink the role the app played in people’s lives — not just during checkout, but throughout their discovery and decision journey.
The Approach
Can a retail app behave more like a lifestyle tool or a community space?
To answer this, I led a deep dive competitive analysis of platforms that drive high daily engagement, from Skillshare to TikTok, Mint, and Peloton. I looked for patterns around personalization, community, and daily-use behaviors — and mapped ways Best Buy could evolve from a static shopping utility into a dynamic customer companion.
Key discovery questions:
How do we keep customers engaged between purchases?
Can the app become a trusted tech advisor and educator?
How might we humanize the Best Buy brand through design?
The Work
Discovery & Insights
Studied 8+ apps that encouraged habitual use — including TikTok’s personalization model, Peloton’s expert-led community, and Mint’s actionable insights.
Identified Best Buy's missed opportunities in AR, expert access, and community content.
Engaged with users (including those with disabilities) to uncover pain points and accessibility gaps.
Personas
Created 3 core user personas with varying tech literacy.
Incorporated accessibility insights from direct conversations with disabled users and Best Buy’s accessibility leads.
Information Architecture Overhaul
Replaced the rigid 4-tab layout with a more expansive, modular IA.
Proposed new tabs:
Search: Focused discovery hub
Chat: Direct access to Geek Squad and other members
Share: Hub for user-generated reviews, tutorials, and tech tips
Consolidated redundant elements to declutter the visual experience.
Wireframes & Prototypes
Onboarding: New personalized onboarding flow to gather user preferences and favorite brands.
Search: Barcode scanner, voice input, and dynamic product/service filters.
Share Tab: Inspired by TikTok & Reddit — a space for community-driven content like unboxings, tutorials, and reviews.
The Results
Decreased Churn Rate
By bringing education, reviews, and product discovery into the app, users had fewer reasons to leave.
Increased Customer Activity
Chat and Share features encouraged more touchpoints beyond the traditional shopping window.
Increased Customer Loyalty
With better personalization and brand alignment, users were more likely to register for accounts and loyalty programs.
Estimated Outcome: A 1% lift in orders — projected to drive ~$40M in additional annual revenue.
Reflection
Designing for Best Buy forced me to think beyond usability and into brand experience. This wasn't just about removing friction — it was about creating reasons for users to want to come back. I saw firsthand how content, community, and customization can turn a one-time customer into a loyal brand advocate.