Best Buy Cart Redesign
UX Design, Research, Project Management, Strategy, Prototyping
UX Design, Research, Project Management, Strategy, Prototyping
In 2020, I led the strategy, design, research and execution for the launch of a completely redesigned large view cart for Best Buy.
Managing a complete overhaul of how we visualize and communicate our online cart to our customers was no easy task, but through strong partnerships with design, product and engineering teams across the organization, we were able to get it done.
Customer Problems
• Lack of cost clarity
• Non-relevant product recommendations
• Accessibility/focus issues
• Non-relevant product recommendations
• Accessibility/focus issues
Product Problems
• Lack of design/ui cohesion
• Maintaining separate codebases
• Heavy load dragging site performance
• Maintaining separate codebases
• Heavy load dragging site performance
Discovery
I focused the product's team discovery around building in terms of “what's possible?” rather than “what's available?”
I worked with research, product managers, and content and data analysts to gather enough macro and micro user data to help drive collaborative working sessions with product, design and engineering to see how we could solve both our customer and products problems.
Using the CAMPERS method, we ideated on areas we could improve, build upon, eliminate and so on to identify which products and features we felt were crucial to the experience.
Research
Once we defined where WE wanted to go with our redesign, I gathered all the relevant Baymard best practices for ecommerce shopping carts, as well as its benchmarking of our web and mobile cart experiences, went into design exploration, and came up with two new concepts to test against an updated version of the existing experience in order to verify with customers what THEY wanted and needed from their Best Buy cart experience.
I went through several rounds of unmoderated user testing to gather feedback and usability on our attach patterns, a new order summary "right rail" pattern, bundle & save sales and notifications for various user profiles.
Solution
Taking the results back to our product and engineering teams, as well as heavy collaboration with my design and product partners from related teams whose components we intended to use, we came up with a clean, minimalist design that gets out of users' way and lets them easily engage with the content and services they find relevant while getting the cost clarity and purchase confidence they need to complete their order.
Ways we solved our customer and product problems:
• A grid layout responsive at various breakpoints
• A singular attach pattern across desktop and mobile views, creating UI consistency for designers, developers and customer comprehension
• Removing unnecessary/non-contextual upsells from line items to focus users on what they actually need (in turn increasing conversion and more contextual attach)
• Shimmer loading global components from other teams to increase site performance
• Adding a right rail with Order Summary front and center, plus secondary calls to action
• Adding estimated sales tax into the order summary to increase cost clarity
• Maintaining focus in-line when items are removed from cart or saved for later, plus various other reader-based accessibility updates
• A singular attach pattern across desktop and mobile views, creating UI consistency for designers, developers and customer comprehension
• Removing unnecessary/non-contextual upsells from line items to focus users on what they actually need (in turn increasing conversion and more contextual attach)
• Shimmer loading global components from other teams to increase site performance
• Adding a right rail with Order Summary front and center, plus secondary calls to action
• Adding estimated sales tax into the order summary to increase cost clarity
• Maintaining focus in-line when items are removed from cart or saved for later, plus various other reader-based accessibility updates
Before
A Hot Mess
A Hot Mess
After
Serene & Supreme
Serene & Supreme
Some relevant stats
+21 bps Conversion Rate, +40bps Total Revenue, +20bps Average Order Value, +30bps Attach Rate, +140bps Services Engagement (nearly double), +20bps on Services Attach (nearly double), +152bps Warranty Attach, +80bps on getting people into one-step checkout
We even saw revenue per visit increase revenue per visit increase by 92 cents.
And with over 2 million cart visits per week, that has the potential to add nearly 100 million in revenue over the next year.
Conclusion
It was a lot of work—designing, partnering, selling, negotiating, compromising, redesigning, fighting for important customer needs—but the results made it all worthwhile, with decrease in negative customer comments and increases in conversion rate, revenue, average order value, services and warranty attach, and getting users into our one-step checkout experience.