Best Buy Canada
Attach Services Online
Best Buy Canada is one of the largest multi-channel retailers of electronics, entertainment products and services. The eCommerce site offers a robust online retail experience and Market Place for consumers across Canada, with over 250 Million visitors in-store and online.
The company has a design team of 60+ individuals in different specialty domains that coordinate and collaborate to quickly iterate and improve on the user experience.
COMPANY
Best Buy Canada
ROLE
UX Designer |||
DATE
2021-2022
BRIEF
Customers need to be able to book the appropriate services for their products they purchase online the same way they can in-store.
First I mapped out the end-to-end experience and identified the main touchpoints where a user would require to be informed or make a decision regarding services. I did a heuristic analysis of the current state and identified gaps in the Product Display Page and the Cart. I primarily referenced Best Buy US experience but knew that this was more complex for a first iteration.
WHY?
Improved shopping experience
Increased attach rate and RPV resulting in $16M + annualized value (Premium TV Setup for BG) - opportunity to leverage for multi-service capability
Research
Competitive analysis and the gaps
Competitive analysis showed that variations of adding services online, but provided the full end-to-end experience customers receive in store.
Best Buy US Product Page provides an option to add professional services. This is the reference we followed closely
Gap: messaging was vague and hidden in a pop-up that the user had to find to get more information about services.
Canadian Tire provides services for certain products similar to Best Buy.
Gap: users cannot add multiple services to a product. In this case, services are unavailable online.
Home Depot offers multiple services for customers, similar to in-store experience.
Gap: available services are not shown until the cart.
Ideal user flow
I continued by building a user flow for future customers to achieve the goal of attaching services before purchase.
Customer problems to solve
1. Cannot add services to brown goods (Premium TV Setup)
2. Must call in or use live chat
3. Cannot schedule services online
4. Clarity around the different services and dependencies
Planning
Business goals to drive towards
Implement in-home services online for brown goods
Get one service type, one location off the ground
Large profit margin on TV in-home services with an average GM of 52% in FY22
Increase attach rate and RPV ($16M+ annual revenue)
The design intent was to get the first iteration across quickly and leverage data to improve UX over time. I wireframed some key information and interactions for the team to begin developing and continued my research. Once the first iteration was implemented, there were some gaps in the design and the team began to work on improvements immediately. The biggest issue was adding multiple services was overly convoluted and confusing for users.
The team quickly worked on implementing UX improvements allowing customers to concisely read through multiple services and add them from the interstitial or the cart. Using a combination of data analysis and iterative design, this improvement alone increased attach rate by 29.8% (approximately an additional $700k per year in revenue.)
Solution
