Improving adoption for first-time users.

  • Through detailed user research and data analysis, it was identified that new users were not fully benefiting from Best Buy’s offerings. Many were not engaging with the new DROPS feature, and others were abandoning potential purchases. To address this, a thorough analysis of the first-time user experience was conducted, with a focus on refining the initial outreach to better guide users in engaging with the app’s features and maximizing their benefits.

User research reflected positive reactions in current onboarding (OB) sequence.

The hypothesis was to implement targeted, minimal changes, focusing on key areas where they would have the greatest impact. The existing onboarding sequence was identified as not truly empowering users, but rather funneling them toward approving notifications they were often bypassing.

  • Marketing had recently approved an interstitial design that could have positive results if woven into the sequence properly.

  • The current OB gave prominence to the “Continue as guest” option, providing an opportunity for improvement.

Competitive analysis provided legitimacy to notification related hypothesis.

My hypothesis proposed that user empowerment could be enhanced by strategically distributing requests for notifications, Bluetooth, and location access to areas within the app where these functionalities are most relevant.

  • It was essential to identify and test areas where a notification request would be most appropriately integrated

  • Location access request appropriate when needed

  • Bluetooth access request takes place only after Location is approved

  • Design iterations proved potential alterations a light-lift for DEV

Marketing requests provide design direction and informative assets for users

Building on the recent success of DROPS, I proposed testing to identify key points within the user flow where this feature, along with other similar benefits, could be effectively promoted to users.

  • We collaborated with UX writers to define the appropriate direction for the verbiage.

  • Design of these interstitials created an opportunity to introduce more motion graphics, mixing things up visually

Landing screen redesign guided by user preferences

Research indicated that users were overlooking the bulleted content in the introduction and retaining none of the information. Additionally, we aimed to steer users away from the guest interface, as it was not enhancing their shopping experience.

  • Reduced the prominence of the “Continue as guest” link

  • Provided time-estimate for completion to inform users

  • Made creation of new account more prominent and kept it first in flow