Context
Company: Best Buy
Focus: Personalized experiences on the app global home page & Zero Party Data (ZPD)
My Role: Lead User Experience (UX) Designer
Collaborated with: 2 Product Managers, 1 UX designer, 1 UX Researcher
The Challenge
A personalized shopping experience isn’t just a luxury—it’s a necessity. Customers expect shopping to be quick, relevant, and tailored to their needs.
They want you to understand them.
To meet these expectations, I designed an interest collection experience on Best Buy’s app home page to deliver a more personalized experience for customers.
To meet these expectations, I designed an interest collection experience on Best Buy’s app home page to deliver a more personalized experience for customers.
Measures of Success: Engagement & Interests collected
-Increase engagement on the app global homepage
-Increase number of interests collected.
-Increase number of interests collected.
How might we...
How might we enable customers to easily share their interests and use that information to provide a more personalized experience?
The Solution
I made key design decisions to enhance the user experience in this flow:
• On the first screen, the title “Save time, shop smart” and supporting text clearly communicate the benefit of sharing interests with Best Buy. User research showed that customers are unlikely to share personal details unless they see a clear advantage.
• On the first screen, the title “Save time, shop smart” and supporting text clearly communicate the benefit of sharing interests with Best Buy. User research showed that customers are unlikely to share personal details unless they see a clear advantage.
• On the second and third screens, selecting interests refreshes the homepage with personalized content. A snackbar provides feedback, ensuring users understand why the page updates.
• The final screen was a major success for my team. Initially, stakeholders focused only on data collection, but we used research to prove the value of providing immediate benefits to users.
• Consistent icon usage throughout the flow helps users connect their selections to the personalized content on their app homepage.
Parting Words..Adieu, Adieu
Adding personalized content to the app homepage was just the first step in our ZPD (zero-party data) initiatives. Since the launch, I’ve been collaborating with my product partners to develop a roadmap that expands our ZPD strategy, enabling us to personalize even more touchpoints across the entire shopping journey.