Case Study

Best Buy

Conduct research and user testing to inform a redesign of the Best Buy website. Improve the flow and functionality of the site to address user pain points.

THE PROBLEM

The Best Buy website did a poor job helping users make educated buying decisions on the products it sells. Virtual Reality headsets, a popular holiday item, were difficult to find. The checkout experience felt long and cumbersome, and the point at which the order would be placed was unclear.

VIDEO DEMO

TOOLS USED

Pen & Paper, Post-Its, Xtensio

Process

RESEARCH & STRATEGY

  • Heuristic Analysis
  • User Survey
  • User Interviews
  • Comparative Analysis
  • Feature Prioritization
  • Information Architecture

DESIGN STEPS

  • Site Map
  • User Flow
  • Wireframes/Sketches
  • Hi-fi Mockups
  • Prototype

Top Research Takeaways

In my research, ease of finding a VR headset on the Best Buy site was the measuring stick for determining success in the redesign. This was a product category that was lacking attention despite its popularity.

HEURISTIC ANALYSIS

The Best Buy website scored well in Learnability, Memorability, and Error Handling, but in the areas of Efficiency and User Satisfaction it left much to be desired.

SURVEY RESULTS

1.

In the extensive list of preferred places to shop online for electronics, Best Buy came in second only to Amazon, with Newegg trailing at a distant third.

  • Amazon
  • Best Buy
  • E-Bay
  • Newegg

2.

Top pain points for online shoppers included: needing to create an account to check out, lack of information for items, poor/confusing navigation, and no item comparison option.

  • Finding Items / Navigation
  • Item Information
  • Needing to Create Account
  • Item Comparison

C&C ANALYSIS

Next I conducted a Comparative & Competitive Analysis to determine where Best Buy stood on the spectrum when pitted against its competitors. Best Buy scored lowest in its checkout process, category landing pages, and item comparison. (I must note that at time of C&C Analysis, there was no item comparative feature on the Best Buy site. It has since been implemented.)

USER INTERVIEW FINDINGS

  • Landing pages for product categories could be better designed. No useful information on different types of VR headsets, or what VR is all about.
  • Hard to shop between items — no comparison feature.
  • Hard to find VR in nav. VR not shown under wearables.
  • Up-sells when adding item to cart are annoying.

FEATURE PRIORITIZATION

Heuristic Evaluation, C&C Analysis, and user pain points uncovered during user interviews & testing helped me to prioritize the following features:

Feature Prioritization

USER PERSONA

Julia Porter

AGE 33

JOB Video production studio owner

LOCATION Santa Barbara, CA

I prefer to shop online, but finding the right product can be such a headache.

Pain Points

  • Needing to do hours of research to find the right product.
  • The inability to easily comparison shop online.
  • Some sites don’t offer enough overview information about product categories to make an educated buying decision.

SCENARIO

Julia is looking for a VR headset to review the footage she captured with her 360 degree camera for one of her clients.

UNIQUE OFFER

We want to help Julia solve the problem of comparison shopping by creating engaging product category landing pages and a powerful item comparison feature.

We are different from our competitors because we are the easiest place to research and purchase electronics products. We will know we’ve achieved success when we gain more online sales of VR products.

Design Steps

Create a user flow that will help a user more easily navigate and make an informed buying decision about virtual reality headsets. This will help to inform design flows for other product categories across the site.

INFORMATION ARCHITECTURE

Open card sorting revealed that users thought Virtual Reality should be in its own category, rather than hidden under the gaming category.

WIREFRAME SKETCHING

Results

The redesign concluded with user testing. Testing revealed that my earlier research had informed a new approach to the site that was easier to understand and navigate, and also helped users feel more confident in the research and buying experience.