As a major retailer in North America, Best Buy’s goal is to deliver the best in class experience for their customers during Back to School time. Having all-in-one-place experience to help customers find what their need from electronics to dorm essentials.

Delivered consistent and cohesive shopping experience for our customers led to higher customer engagement, increase in sales, and increased visitation YOY.

Lead UX Designer. Web + Mobile

Best Buy Canada

2018

Back to school is a crucial time of year for any retailer who needs to provide a seamless experience for their customers in order to address the need of purchasing school supplies such as stationary, the latest tech, dorm room furniture, or even gaming products.

Gathering information from stakeholders and identifying business needs is a crucial part of any design project. Having back to school as a major event of the year, we listed some of the main goals to make sure we’ll address them in our strategy. to call out some: Best buy needed to message Back to School sales & promotions clearly to their customer, drive awareness around popular back to school categories, drive awareness around trending back to school products, Include or account for Geek Squad Services to be in service for the customer.

Understanding customer behavior in previous executions is the crucial part of the process which can help us to understand their needs and motivations during this time of year, so we took a deep look into the previous year’s customer behaviours and preferences.

Millennials + Parents + Teachers

Results have shown that most parents (78%) purchase products during Back to School, nine-in-ten purchase for their children, but a fifth also purchased for themselves.

Non-parents are also a notable demographic as a third of non-parents shopped, mainly for themselves, during the Back to School season.

Moms do the majority of back-to-school shopping for children whereas adolescents: Shop for the latest fashion styles and trendy items and college Students shop for clothing, electronics, decor, and school supplies.

Not forgetting that it’s the first day of school for teachers too and they’ll get ready for it.

Most online shoppers find that purchasing on the web helps saves them time and make them more efficient (68%).

They are also able to find better deals online (47%) and access a wider selection of products (46%).

After all, it’s all about problem-solving and making sure that you designed the right solution for the right problem.
Defining main metrics and KPIs to help us measure our design and how we can improve for the next time.
Some main KPIs were increasing the % of visitors, conversion rate, and % of customers who can get to the right product and find their needs.

2018 Back to School campaign resulted in a 21% increase in visitation YOY, more than 16% decrease in bounce and exit rate, and over 12% increase in conversion rate from a business point of view.
Consumer insight survey results showing the fact that our customer’s engagement, task completion, and satisfaction rate increased YOY.